Here are 7 tips for scaling Facebook ads while protecting your return on investment (ROI)

If you’re anything like me, scaling your Facebook ads was on your mind as soon as you got your first conversion.

And if you’re taking baby steps, the first thing most advertisers think of when scaling their campaigns is simply expanding their budgets. However, multiplying on the same tactic often leads to a decrease in ROAS and an increase in CPA to match.

If this has ever been you, don’t panic. There’s something you can do about it.

With these 9 tactics for scaling Facebook ads, you can start hitting your growth and revenue targets instead of just dreaming about them.

1. Increase your budget

This may sound self-explanatory, but in order to scale, you are going to have to spend more money. That’s just the way of the world.

Now, I don’t recommend doubling your budget overnight, but there is an efficient way to continually increase your budget while keeping your CPA down.

Every time you make big changes, such as doubling your campaign’s budget, the Facebook Pixel resets the learning phase. To prevent “shocking the system,” don't increase your budget by more than 20-25% at any given time.

2. Scale lookalike audiences

Facebook takes that known audience and looks through its existing information to find more people exactly like them.

When creating a lookalike audience, you can create a 1% up to a 10% lookalike. What that means is the percentage of the population you’re targeting closest to your custom audience.

3. Increase detailed targeting audience list sizes

A detailed targeting saved audience (also sometimes referred to as a saved audience or interests audience) is an audience built on Facebook’s targeting, which incorporates demographics, behaviors, and interests to form advertising profiles.