Do you agree that advertising in 2025 has changed so much that we don’t even remember what advertising looked like 10 years before?
There are significant changes in meta advertising as well, which isn’t what it used to be back when it was called “Facebook Ads”. However, with rising businesses, the only way to reach potential customers and bring them to your doorstep is by running advertisements on social media and other platforms. Scaling meta ads can be an exciting process as well as a challenging one if you’re not doing it right.
What you need is a solid budget strategy to scale your meta ads because meta ads are paid, which are not going to get you results without increasing the ad spend. In this blog, we will see how you can scale your meta ads strategy from 50k to 5L while getting enough profit in return.
When Should You Scale a Meta Ad Campaign?
First, we need to understand when it is appropriate to scale a meta ad campaign. If you are trying to scale your meta ad campaign without looking at the crucial key metrics, you might ruin the progress of the ad and the results in this process.
There are primarily two factors which you should take into consideration when you scale meta ads. Let’s look at those factors and discuss them in detail.
Consistent Sales Volume
The first factor is tracking the consistent volume of sales. You need to check if you have consistent sales volume from your ad campaign. If it is the case, then congratulations, your product or service is in demand.
If your current ad strategy is performing well and you are generating a consistent volume of sales, it means that your offers, targeting, ad campaign and creative combinations are working in the market. You can check just how profitable your ad campaign is by checking the high volume of sales. Hence, this is the time you can scale your ad campaign on Meta.
ROAS is Up
The second factor which you should pay attention to is the ROAS curve. ROAS is a key financial metric that highlights return on ad spend. ROAS has a tendency to come down when the ad scale goes up. However, you should keep tracking the ROAS metric. If the value of ROAS is higher than your breakeven value, it means that your campaigns are becoming profitable. At this stage, you can consider scaling your meta ad campaign.
How Should You Scale Your Meta Ads? Let’s Look at Vertical and Horizontal Scaling Techniques
Among the two methods for scaling meta ads, you can employ vertical scaling or horizontal scaling.
Learn how you can scale Meta Ads vertically
In vertical scaling, you follow the 20% rule to reach more customers. A 20% rule signifies that you can increase your budget by 20% after every few days in your ad.
By increasing 20% budget every few days, you have the opportunity to reach a wider audience and scale the ad vertically. However, it depends on ad accounts because some campaigns may work well with 20% scaling, while some will not.
Vertical scaling strategy is appropriate if you have a smaller daily budget or a consolidated campaign structure. It’s a long-term strategy which will take time to reach where you want
Learn how you can scale Meta Ads horizontally
In the case of horizontal scaling, you can scale meta ad campaigns by either creating new campaigns or duplicating the old ones. Many performance marketing companies find horizontal scaling for meta ad campaigns effective, as it provides much faster scaling when compared to vertical scaling. You don’t have to worry about risking the performance of a good campaign as much as it is a risk in vertical scaling.
How do Vertical Scaling and Horizontal Scaling Work?
Let’s take an example of an ad campaign to understand how vertical scaling and horizontal scaling will work. Suppose you have a meta ad campaign and you invest 1000 INR every day to scale the campaign. To reach 3000 INR per day, you will have to scale the ad campaign by 20% every 2 to 3 days. It will take approximately 14 to 15 days to scale the ad campaign, but in the process, it may ruin your results and pass the point of collapse.
On the other hand, through horizontal scaling, you will only need to choose your best ad copy or creative from your original ad campaign. You can launch a new campaign at 1000 INR per day. You can launch a third campaign using the same ad budget. By doing this, you will have 3000 INR per day in two days without affecting the original ad campaign.
To Sum Up
Ad scaling can go through creative fatigue and audience exhaustion, which are the primary two challenges which affect the ad performance. Your advertisement may not perform as well because the audience sees the same creative repeatedly. If you’re targeting a small audience segment, you may find the saturation point much earlier than anticipated.
Hence, your scaling strategy will need to expand beyond your core audience. This is where vertical scaling and horizontal scaling can come in handy. You can increase your ad budget and test new creatives by scaling your ad horizontally. To improve your ad performance and boost business visibility, you need a good performance marketing company. You can consider VerveOnlineMarketing, a leading performance marketing company in USA, offering paid ad services, social media optimisation, search engine optimisation and much more.
