How to Approach Scaling

How should you approach scaling now?

This has been a common question since the beginning of Facebook advertising. Things have changed over the years. My recommendations have changed, too.

The Old Days

Back in the day, increasing your budget was a scary thing to do. It would sometimes restart the learning phase, and your results might suddenly tank. And if you changed the budget back, you might not get those results back.

But it wasn’t always clear which increases would and wouldn’t restart learning. Meta’s documentation was vague about it. So advertisers took a cautious approach. We used safe budget increases of 20, 10, or even 5 percent at a time.

This was necessary then. Performance was especially sensitive and advertisers were superstitious. It felt like we found this magic combination that worked, and changing the budget could ruin it forever.

Today

But it’s not really like that anymore. Meta’s more forgiving about budget increases now, so we don’t need to be as cautious as we once were. In fact, you can increase the budget of high performing ad sets without restarting the learning phase.

That doesn’t mean that you’ll get the same results if you double your spend. Your costs will almost always go up as you increase the budget, that can’t be avoided.

But it no longer feels like there’s some magic formula in an effective campaign that could never be recreated. Things are more stable now.

Regardless, I’m no longer running in fear from the learning phase. Want to scale? Increase the budget. Results aren’t what you want? Lower the budget.

Don’t be scared.

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