We’ve all been there. Either you need more leads or you’ve seen success in the past and you want to milk your campaigns for all their worth.

There are a lot of ways to scale your Facebook advertising but scaling in regards to budget can be one of the most efficient, especially if you have successful campaigns already running.


You would think that if your Facebook campaign is performing well, you’d just need to increase the spend to scale performance. Right? Wrong. Sort of. Facebook is a large, robust platform but ads manager is extremely delicate and testing should be done regularly to optimize your campaigns.  


Here’s the inside scoop: Facebook looks at large budget increases as a “significant edit” (a large budget increase is ~25% or more). A significant edit sends your ad set back into the learning phase and Facebook re-learns who to send your ad to. This can ruin results if the second learning experience isn’t as successful as the first.

For example, your first ad set crushes it and your ROI is in a comfortable place but you want more. Doubling your budget won’t necessarily get you double the results. In fact, it may not get you more results at all.

Anytime you want to make a budget increase, always try to duplicate the ad set. Let it run with the new budget, at the same time as the successful ad set and ensure it’s performing just as well, but ideally better. Why you ask? Facebook collects data on the ad set level. Therefore, the learning happens on the ad set level as well. This is important to note, because even if two ad sets have the exact same targeting, same budget, same ad and are running at the same time, they will learn differently and therefore, behave differently.


Here’s a real life example I’ve encountered while trying to scale budgets.


Ad Set A was wildly successful in my campaign so I decided to duplicate it in hopes of receiving even more results. The duplicated Ad Set B was exactly the same and was running at the exact same time. Note: In theory, I duplicated the budget because I have 2 ad sets now with the same budget. I was originally only paying $10 for Ad Set A but with Ad Set A & B, I’m now paying $20.

Ad Set A has been live and the audience Facebook decides to show it to just happen to be the right collection of people that converted. This ad set gets leads at ~$10 (really well for the vertical its in).

Ad Set B goes live. The audience Facebook decides to show it to just happen to be uninterested at the time and no one converts. It takes much longer for Facebook to figure out who to send it to and on Day 4 i’ve now spent $200 with zero leads.

I pause Ad Set B since I can’t sustain those costs and it’s killing my ROI.

I spin up Ad Set C (a duplicate of Ad Set A & B). Within minutes I have a lead and this ad set ends up performing even better than Ad Set A. I receive leads at ~$8 with Ad Set C.


The ONLY difference between these three ad sets was the learning and data collection on Facebook’s end. Since you can’t control this, you just have to test, test, and retest.


BUT remember, if I had duplicated Ad Set A’s budget and it went back into the learning phase and learned at the pace of Ad Set B, I would have just ruined a positive ROI ad set which sometimes is hard to get it back.


If you have an established ad set, and you have the time, there is another approach. Increasing your budget within a 10-15% range consistently over the period of a couple days won’t send Facebook back into the learning phase. You may be able to increase by even 20-25% but I recommend staying safe and staying within the 10-15% range. I usually scale by 15% as a best practice. The key to this is checking in on your results so that when you start to see a dip, you can scale back to the previous budget.


In real life this would look like this:

Day 1: Ad Set A has a budget of $50 and I increase it by 15%

Day 2: Ad Set A’s budget is now $57.5 so I wait at least 24 hours from the time I made the first update and I increase it again by 15%

By Day 5, my budget has increased to $100+ and I’ve never sent this ad set back into the learning phase. The key to this approach is continually check your performance and make sure a budget increase doesn’t start to negatively affect your results. As soon as you see this happening, scale back to the previous budget.


If you’re in a rush and you need more leads fast, I recommend scaling vertically and horizontally. Exercise both of the strategies above by duplicating your ad sets, while incrementally increasing the budgets of your established ad sets.


Happy campaigning! For more Facebook ad strategy feel free to reach out to me at: [email protected]