Practical Tips for Successful Facebook Ads Scaling


Kevin Urrutia




September 13, 2022

With almost 1.5 billion daily active users, Facebook is by far the largest online market in the world. The platform is perfect for marketers who want to precisely target their audiences, which is why the average small business spends around $30 per day on Facebook advertising.

This is usually enough to generate a nice return on ad spend (ROAS), but what happens if you want to make your Facebook ad campaigns even more productive? Scaling can drastically improve your digital marketing efforts, but it can also jeopardize the budget if you don’t come up with a feasible strategy.

Making such a huge leap forward from $30 to $300 daily ad spend is always a delicate process, so you better make sure to know what you are doing. We would love to assist you and present four practical ways to scale your Facebook ads while maintaining a healthy ROAS.

1.     Reconsider the Audience Size

Audience targeting makes an essence of contemporary marketing, but scaling is all about expanding borders beyond that 1% of the most important prospects. After all, you can’t keep the same level of efficiency in the long run targeting only the smallest portion of potential customers.

On the contrary, you need to widen your search and use the Lookalike Audiences feature to find more prospects. How can you do it? The idea is simple – instead of going for only 1% of the most promising prospects, you should target 3% to 5% of the general audience. In other words, scaling a Facebook ad campaign enables you to reach several times more consumers than before.

If you used to target around 200 thousand prospects, now you can easily go for over a million. Besides that, growing your reach from 1% to 5% doesn’t mean targeting low-profile prospects. Your Facebook Pixel tool already has a plethora of customer-related information and it can easily detect potential customers in the sea of irrelevant targets.

Another way to grow the audience is by searching for new market opportunities. Did you ever think about selling products or services in another city, region, or even country? If you are willing to join the adventure, Facebook Pixel will help you find prospects with similar traits and interest anywhere you want.

But there are other Facebook advertising services to help you distinguish between different types of audiences. For instance, Voy Media is a platform which filters through the client’s audience to remove irrelevant targets. The tool is designed so as to analyze your customers and help you align the right message with the right audience – even if you are trying to approach multiple prospect groups.

2.     Build a Facebook Funnel

Expanding your each is the first step in the scaling process, but you need to do much more than this. The next trick is to segment the Facebook funnel in order to ensure the highest level of ad precision and accuracy.

First of all, you might want to exploit the so-called warm audience – a group of users who are already familiar with your brand because they visit your website to read articles, explore product images, or watch videos. This type of mechanism is cost-effective since you don’t have to promote the business from the very beginning, which mostly results in higher ROAS.

On the other hand, the cost of bidding to reach out to the warmer audience is also lower. You can always choose to target specific goals like clicks, image or video views, abandoned carts, and other segments of the sales funnel.

You can create unique ad sets or entire campaigns for each one of these segments. Doing so, you are free to measure the results of each group separately and learn which type of retargeting generates the best ROAS.

3.     Increase the Budget

This tip may seem obvious, but increasing the budget is a quintessential step toward boosting your social media marketing. While this request often makes business owners terrified, marketers must insist that scaling is not possible without a bigger budget. There are two things you have to keep an eye on here:

  • The learning phase

Facebook advertising can generate a tremendous amount of leads and conversions, but only if you give it some time to adjust campaign parameters. They consider it the learning phase during which the platform explores the first results of your ads.

This is how Facebook explains it: “When we start delivering our ad set, whether at the start of a campaign or after you edit it, we don’t have all the data necessary to deliver it as stably as possible. In order to get that data, we have to show ads to different types of people to learn who is most likely to get you optimization events. This process is called the learning phase.”

The process makes your ad set more accurate and also gives you precise inputs on how much you should invest in your campaign. The standard formula looks like this:

Cost Per-Purchase (CPP) x 50 / Conversion Window

Therefore, if your average CPP is $50 with conversion window being 10 days, the calculation looks like this: $50 x 50 / 10 = $250. To put it simply, it means you should invest $250 a day during the learning phase to allow Facebook to figure out the preferences of your target group.

What you need to know is that Facebook advertising rarely delivers the best results throughout the learning phase because it tests different options in the attempt to find the perfect solution. Therefore, you need to be patient and give the platform enough time to do the calculations without changing campaign indicators and objectives.

  • Conduct split testing for cost-efficiency

Split testing is yet another feature that makes Facebook advertising more accurate and effective. Gone are the days when you had to accumulate a budget for each ad set individually in order to enable audience scaling. Today, you can use split testing to unify budgeting and let the platform recognize the most profitable audience. This makes campaigns cost-effective because you eliminate budget-waste and make the best out of your daily advertising budget.

4.     Develop New Creative

So far, we’ve discussed scaling only in terms of daily advertising budgets. However, you need to follow this process with scaling in the field of content creation. You can’t keep attracting fresh prospects using the same old content features, so it’s necessary to design different materials for each stage of the sales funnel.

The goal is to adjust content and make it appropriate for the audience at this exact phase of the funnel. That way, you won’t be burdening prospects with irrelevant content, while CTR and ROAS will keep growing continuously.

On most occasions, shooting a short introduction video is the best tactic to present the brand to first-time visitors. This is the way to convert the cold audience into warm prospects and then move on to the next phases of the content strategy.

Now you can create other types of marketing content, including photos, podcasts, infographics, etc. Besides that, you could give an extra boost to the prospects at this stage of the funnel with customer testimonials.

The power of the word of mouth marketing is immense and you should definitely try to use it to convince potential customers to take the desired action. Keep in mind to use genuine testimonials along with real-life images and client insights because you don’t want to jeopardize professional authority.

The last stage involves users who are already deep down inside the Facebook ads funnel. These people often require bonus incentives to complete the purchase. For instance, you could offer them discount coupons, free shipping, or giveaways to convince them to engage with your content.

  • Tailor content for multiple devices

Designing digital content for Facebook advertising purposes, you need to take into account technical specifications as well. Namely, people consume content from all sorts of devices: mobile phones, desktop computers, laptops, and tablets.

In such circumstances, you cannot allow yourself to focus on one distribution channel exclusively. Even if the majority of prospects use smartphones, you must try to expand awareness and reach out to other consumers, too. Luckily enough, Facebook makes this process a lot simpler by giving you the chance to tailor content for different placements. How can you do this?

It is by no means a time-consuming procedure. All you need to do is choose “Select all placements that support asset customization” before launching the Facebook campaign. Such a move allows you to reach more prospects, but it also helps you outdo competitors by exploiting different placement solutions.

While alternative placements do no cover the majority of your target audience, they definitely boost online presence and enable you to earn a few extra conversions. Needless to say, this could mean the world to you when it comes to improving the overall investments to ROAS ratio.


Scaling your Facebook advertising is always a delicate process that requires careful planning and analysis. Most marketers are afraid of overinvesting, but they need to understand the potential in this field and see it as a valuable business opportunity.

In this post, we showed you four ways to scale your Facebook ads without losing a healthy ROAS. We strongly encourage you to test our suggestions and see how they resonate with the existing marketing strategy. If you can adapt it so as to fit the needs of your business, don’t hesitate to go for it and scale your Facebook advertising!

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