How to Scale Facebook Ads – Get More Traffic for Less!

Facebook is one of the most effective digital marketing tools out there. But, as all things fade, the initial high will drop significantly, and you will need to change things up. In this article, we will show you how to scale Facebook Ads effectively and avoid ad fatigue that prevents you from going further with your campaigns.

With our help, you can expand your online presence and boost your traffic and views for your campaign. So, if you want to start scaling your Facebook advertising campaigns, we have strategies for you! We will go over the most critical elements, like utilizing different ad formats, creating new audiences for your products and services, and budget changes you can implement to get more for less.

So, log into your Facebook Ads account and see what we can fix for you. It’s time for some Facebook Ad scaling!

What Is Facebook Ad Scaling?

What Is Facebook Ad Scaling?

Scaling Facebook Ads is a process of getting your Facebook Ad campaign to a higher level. The concept is pretty simple – you want your ads to be shown on a grander scale to get even more people engaged in your project. And there are plenty of ways to do that. Scaling is an effective strategy to grow your online presence with the same ad for a similar cost. 

Of course, you can always go all-out and increase your budget twice to have even more engagement with your posts, but that’s not the most innovative way to go about it. With those tips, you will not have to pay much more to get more traffic. 

It’s essential to have a data-driven approach rather than just dumping money on it to ensure you have the best-performing ads for the lowest possible cost. Let’s get into some details to see what you can do to optimize the performance of your ads.

Lookalike Audiences

Lookalike Audiences

Let’s start with the most obvious one – lookalike audiences. This is an excellent way of implementing significant ad changes without creating an essential budget problem. You must go to your Facebook Business Page and find the lookalike audience. Your Meta Pixel will then try to find people with similar interests and in similar demographics to your previous audiences and send your ads to them. 

It usually begins with a 1% increase, but you can surely expand its range even up to 5%. Facebook’s algorithm is great at finding people with similar interests to the original one, so you can be sure that they will find the proper people who could also be interested in your products and services. After all, there are 3 billion active users monthly, so it has to mean something in the end. 

That way, you can prevent the ad fatigue that the people you have already catered to may feel and gain additional ad performance with your posts. You may start thinking about finding lookalike audiences if your cost per thousand impressions is getting low or you are experiencing high-frequency rates, meaning – one person is frequently being shown your ad. By utilizing lookalike audiences, you may water down your initial group a bit so that they will not be bombarded with ads constantly and get some new people potentially interested in your products.

Location Targeting

Location Targeting

Next up, we have the location targeting. It’s a great tool that you can use to not only find new audiences but increase the amount of people who are going to your local store, for example. If you have a product or especially a service that can be accessed locally, you will find it easy to convince people to check out your business by advertising it locally.

People are looking for more stuff online, but they are also eager to visit a local shop to get a more personal touch to the shopping experience. Of course, it does not mean that you will bring hordes of people to your door, but the ability to just walk to a store is still an essential factor in the buyer’s journey. Additionally, it will probably take a lot quicker to order something locally, rather than waiting for it to come from, let’s face it, probably China.

But, you do not have to limit yourself to the local, in a nearby sense. You can target even the whole countries that you have free shipping to. Let’s say that you are selling game keys that only work in certain countries – you will be surprised to see that you can target those countries on your list with a Facebook Ad account. Additionally, it’s sometimes much cheaper to advertise to lower CPM countries that are less competitive than the United States or Europe. If you have some Argentinian or Egyptian keys, you can successfully and cheaply advertise those to people living in those countries with no issues.

Spend More Money Wisely

Spend More Money Wisely

Of course – you can just throw money at your ads. Facebook’s automated rules will help you optimize your budget effectively, but you can go overboard if you’d like. It will not increase your successful ads, but you will hit a broader audience. 

You can also change ad set budgets to work better for your campaign and save you some money. It’s like horse betting. See the strongest, fastest, healthiest, and bet on it. Find the ads that work and add more sugar to them while taking a bit from those that are not bringing you success. Facebook features what’s often called a Learning Phase. This means that until it hits 50 optimization events, it will not give you the best possible results. That way, the algorithm learns about your ad creatives, your target niche audience, and how to create the perfect ad for your needs.

Learning Phase

Learning Phase

During the learning phase, create the most accurate active ad sets to get the most out of your campaigns for the foreseeable future. You must also give Facebook enough money to target the right audiences and optimize your performance. The simplest way to do it is by multiplying your average CPP by 50 and dividing it by the conversion window number. 

So, let’s assume that you have a day of conversion window and your Cost-Per-Purchase is 100 dollars; then you should invest 1000 dollars into your learning phase. Be sure to set your existing and new campaigns to get the broadest possible audience while being extremely careful about your target demographics. Don’t change too much during this phase, as it can influence your outcomes and blur the actual results of your campaign.

learning phase campaigns

You need to wait a bit for it to take effect, as there will be many failures during that time. You may be eager to change things up, as it will not show good results, but wait until Facebook gathers all the information needed to optimize your campaign. After that, you will see that the results will be astonishing. Facebook will find your target audience and get the most out of them regarding conversions, traffic, and engagement.

Split Testing

Split Testing

Additionally, include split testing to optimize your campaigns even better. Facebook allows for advanced A/B testing, where you can change different audience groups and pick the winning ads to get even better results. Shifting your budget to ads that provide quality results is a great way to optimize your budget. It’s a snowball effect. You need to add money to get from 10,000 to 20,000 rather than desperately trying to get from 50 views to 400. Ultimately, the audience will decide what works best, so let them compete for it! 

To make the Facebook algorithm try some vertical scaling strategy, simply toggle on the “Create split test” and choose the groups you want to compare. And that’s pretty much it: have a successful campaign.

Do the Thing that Worked

Do the Thing that Worked

Another way of scaling your ads is to create a duplicate Ad Set. You can manually duplicate different ads to new audiences to garner more excellent results and reach. You don’t need to create something new from scratch; you can simply choose the best-performing ad sets and show them to similar audiences with a high chance of it working out for your benefit.

It’s a great way of getting better results without adding to the already successful ad sets. You simply duplicate what works in the Facebook Ad Manager and see your Key Performance Indicators skyrocketing. Additionally, it’s not only a tool that works for those perfect ads that everyone enjoys. You can also use it to optimize the ads that are underperforming. Maybe it’s the wrong time of day, or the audience is not responding to the ad copy. You can duplicate the ad, change the audience or days it’s being shown to people, and see the results.

It’s a great way of finding new audiences while not bankrupting simultaneously. You don’t always have to spend thousands of dollars on ads to see the results. There are plenty of ways to use Facebook’s targeting of underperforming or unsuccessful ads, increase your campaign level, and find completely new audiences.

Sales Funnel

sales funnel

Next, we have the sales funnel option. Let’s face it: no one is promoting their stuff on Facebook just to experiment with different ad groups and see what works best for them. Most advertisers are interested in one thing and one thing only – getting those conversions to make up for the daily budget for marketing.

So, it’s only sensible that many advertisers create a segmented Facebook sales funnel to find new people to see your fantastic products and get those conversion rates higher. Here’s how to go about it. 

Focus on Sales

It may not be the easiest thing in the world, but focusing on sales can get you sales. But – how to do it? Well, there are a couple of ways to go about it. 

Focus on the audience interested in your product or brand. Don’t go for the cheap shots where you get more impressions but from the people who will never be interested in buying your product or visiting your website.


Next, you have the retargeting opportunity to make the sale complete. This is one of the most effective strategies to get people interested in your products and services. It gets 150% more conversions than usual targeting, so it’s definitely worth a shot. 

The basic concept is pretty simple – you have a store, people are interested in buying stuff from you, then – they visit your site, put things in a cart, and… forget entirely about it. Luckily, we have an invasive system called “cookies.” After visiting your website, a cookie will get dropped in their jar, and your ad will get shown to them on various websites around the internet, in the Display Network, or simply on Facebook.

Warm Audiences are Less Expensive

Another significant aspect of including warm audiences in your targeting is that you get to bid higher on the things that count for you, like clicks or checkouts. Your budget targeting the higher funnel objectives will increase conversions and revenue.

Audience Segmentation

You can also divide your audience into segments to reach an even more significant amount of people. That way, you can reach even more people with your high-return ads. You segment it however you need, based on what works in your situation, like video-viewers, people who went to check out, and those who clicked on the page. 

That way, you can increase your campaign performance without highly increasing your advertising budget but rather segmenting your audience and choosing which one is the most important at this particular moment.

You can even put individual budgets for each segment and simultaneously target multiple parts. That way, you can retarget audience segments and experiment to see which features respond best to which incentive. With targeting and retargeting warm audiences, you can quickly advance your progress in your marketing efforts while not destroying your campaign budget in the process.

New Ads!

Facebook Ads

Sometimes, you just need to try something new and exciting. In this case, you can try finding new ways to reach the people you want, not only by simply putting more money into your ad budget but by differentiating between types of ads. 

Maybe your audience does not respond significantly to images. Perhaps you need to change your ad copy to scale your Facebook Ads reach. While ad fatigue is real, you can fight it by diversifying your portfolio. And what better way to do it than simply create a fantastic ad creative that no one has ever seen?

It’s essential with a sales funnel because if you target and retarget people, they may often see the same ad repeatedly, with no differentiation between them. That will cause ad fatigue; even the warmest audiences cannot stand there and take it. Here’s how you can go about it.

Diversify Ads for Audience Segments

One of the easiest ways to increase your ROAS (Return on ad spend) is to create different ads for different audience segments. If you have a younger audience, those respond very well to video ads. Older generations may have other needs that you would like to utilize. It’s pretty simple: at different stages, you may need to create separate ads for different people to find your efforts interesting.

How to do it? Well, maybe create a video campaign? Maybe try hiring a graphic designer who tries to get the audience warmer to your efforts. You can do plenty of things once you have captured your audience, so be sure to utilize them all! After feeding them with content marketing and video ads, you can add a link to your website and try to get them closer to the purchase.

Additionally, especially if you are utilizing remarketing tactics, you can add a coupon, free shipping, or even some accessories to your products to convince them to buy something. Changing the copy according to the ad’s performance is essential when creating a sales funnel that works.

The same goes for previous customers who are more than likely to buy your product once more, especially if it’s consumable or not expensive. Create an ad that will let them know that you not only notice them but also – have some discounts for them. Maybe a special offer after they create an account. You can utilize this concept in many ways, so be sure to make the most out of it.

As we have mentioned, different types of people react to things differently, so keep that in mind while creating ads.

Ad Placements

Ad Placements

Another important strategy to implement is the ad placements. Scaling your ads can be done in multiple ways, but creating a well-functioning scaling strategy with ad placement is always good. As they say, if they can’t see you, you may as well not exist, and in marketing – being visible is all that matters. Especially in this day and age when the majority of people are using mobiles for their purchases. So, it’s only fair that you change your ad placement for that reason and many others!

Facebook allows you to pick many ad placements depending on what you are trying to accomplish and how much you are willing to spend. The ad placement also relies heavily on the kind of ad you are running. You may need to decide where to put those ads, whether it’s a still image, video, or something else. In creating a campaign, you can opt for “Select all placements that support asset customization.” There, you can customize your ads according to your needs.

It’s also essential to utilize your Facebook Page potential and get a new audience (or the same audience if you have existing customers on all platforms) from Instagram. That way, you will be able to widen your reach and scale your ads. With a creative ad placement, you can make your ads visible to your target audience no matter what kind of device they are using for that purpose. Of course, it will be much harder to create multiple copies of your ads to fit every size that Facebook provides, but it will be worth it in the long run. Getting right in front of people’s faces is definitely the goal of ads, and without the right placement, it can swing either way.

Target Audience

create a saved audience

Next, we have the famous target audience that you can scale for your ad purposes. After the learning phase, Facebook will create an advanced group of people who are willing to at least consider your products, but like with all things – it will get exhausted. If you want to scale efficiently, you will need to make some new ad sets and find new audiences to promote your products online.

Because of that, it’s time to find new people who may be interested in your product or service. Sometimes, it’s about vertical scaling; sometimes, it’s horizontal. You need to find people who have similar interests to the ones who are already finding your product or service exciting. You should start thinking about it when your costs for the same ads are starting to increase. That sign can mean that – the audience has ad fatigue, and it’s time to look for a new one.

A/B Testing

So, how do I do it? Well, the best way is to do everything once more. The learning phase and everything – you need to try and find some new people, so it needs some groundwork. The best way of seeing if something is working or not is to do the A/B testing. Trying out, seeing if the audience overlap is happening, and creating a custom audience from what you feel could work – those are just some of the ways you can find your new audience.

Especially with custom audiences, as you can set it up for people who visited your website to get more conversions and people who watch your videos to gain some brand awareness. It all depends on what you are trying to accomplish in the end, so keep that in mind.

How to Find New Audiences?

But how would you go about finding new audiences? Well, you can use Facebook’s machine learning for that, and it will probably be a good idea to do so, as it has proven to be fantastic for horizontal scaling and audience targeting. You can also do it yourself by finding out what kind of behaviors your customers are showing. 

It can be anything from finding out new interests of your new audiences to discovering new demographics. You can do it by creating a questionnaire on your site with a small price for people to win to encourage them to participate.

Additionally, in Facebook Ads Manager, there is an option called Advantage Detailed Targeting that you can use in order to expand your audience. However, it’s not recommended for professionals, as it will not provide you with data you can use for further marketing efforts and will not segment your ads the way you have prepared them. So, detailed targeting audiences may be a good idea, just not for every single strategy.

Just – Have a Strategy!

And finally, the best way to go about this concept is just to have a strategy at all! Scaling your Facebook Ads reach can be achieved if you take at least some time for it to manifest. As we have mentioned before, Successful Facebook Ad campaigns are all made with some data-driven conclusions, not a chaotic ad creation. Facebook campaigns need time and money to work properly, so if you haste everything, you may end up with an underperforming ad that will not bring you any customers whatsoever.

The best approach is actually to have an approach. Find out your target audience, do the whole learning phase that Facebook recommends, see the Instagram stories, ad content you are providing, and overall campaign performance, and tweak things out if necessary. Then, you can run your Facebook Ads successfully. It’s all about the approach.

Of course, what kind of strategy you should utilize will depend highly on what you are trying to achieve and what kind of business you are running. It has been proven time and again that different branches of the economy need different approaches to marketing. You will not sell condos in the Dominican Republic the same way as funny t-shirts. And it will cost differently as well. So, if you want to run Facebook Ads the right way – just give it a thought. It costs nothing but can get you many potential customers with broad targeting and lots of conversions on the horizon.

How to Scale Facebook Ads – Conclusion

How to Scale Facebook Ads – Conclusion

So, here we are at the end of our article! As you can see, whether you want to scale your existing campaigns or something completely new and out of the ordinary, there are plenty of ways to do so. You just need to find the right tools that will suit your particular situation best. It can be retargeting audiences, new lookalike audiences to get new customers, or any other of the scaling strategies we have written about. Facebook allows you to have incredible freedom in how you want to set up your campaign, so take advantage of that and increase your audience size twice with our suggestions.

Of course, you also need to take into account some particular elements of your business that may or may not work with some strategies and create your campaign wisely. If you are running a Game Store accessible worldwide, it may not be wise to get some geotargeting near your location, but – maybe within some countries with cheaper CPC? There are plenty of actions you can take to optimize your campaign, so scale away!

Thanks for stopping by! If you liked this article, be sure to check out other ones on our site. There are plenty of informative texts on various topics out there, so be sure to give them a shot. That’s it for today. Stay safe, and we will see you in the next one.

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