Facebook Ads

Facebook Ads Scaling Methods 2023

Scaling Methods and Strategies for Facebook Advertising in 2023. Complete Facebook Ads Scaling Guide

When advertisers asked what they wanted to know about Facebook Ads, they mostly answered – Scaling!

In the fast-paced world of digital marketing, scaling Facebook ads campaigns effectively is vital for businesses aiming to achieve significant growth and success.

As we enter 2023, advertisers need to understand and implement various scaling methods to maximize their ad reach and return on investment) scaling approaches – Vertical Scaling and Horizontal Scaling – stand out as crucial strategies for amplifying the impact of Facebook Ads.

In this complete guide, I’ll help you avoid all negative consequences of the Facebook advertising platform and profit more consistently with the most powerful ads platform.

This is a Complete 2023 Guide to Scaling Facebook Ads Campaigns 

In this guide, you’ll learn exactly how to analyze, optimize, and scale your Facebook advertising campaigns, including:

facebook ads scaling ways and methods

1. Unveiling the Power of Vertical and Horizontal Scaling

There are two most popular methods to scale your Facebook ads:

  • Horizontal scaling techniques:
    • duplicating the winning ad sets
    • creating and adding new lookalike audiences based on Pixel results
    • expanding the target geo, age, gender
  • Vertical Scaling:
    • Increasing the budgets
      • Increase ad set budgets or CBO by 20-30% every 1-2 days if your campaign is performing consistently well for the last 3-4 days

arrow up vertical scaling ads

2. Vertical Scaling

Vertical Scaling involves increasing the budget for existing high-performing campaigns or ad sets to amplify their reach and engagement.

This method focuses on maximizing the potential of successful ads by investing more resources.

The idea is to leverage what already works and capitalize on its success.

How Vertical Scaling Works:

2.1. Budget Increase: Gradually increase a well-performing ad set’s daily or lifetime budget. By doing so, the ad can be shown to a larger audience, reaching more potential customers.


Gradually increase the well-performing ad sets or campaigns by 20-30%

8-10 am

Schedule the scaling between 8:00-10:00 AM in your ad account timezone.

If you’re inexperienced or want lower stress levels, start with 20-30% budget bumps.

Do this ideally between 8-10 am ad account timezone. Too early, and you might hit bad pockets of your audience early and lose money. Too late, and you may impact how Facebook allocates your spending for the remainder of the day, causing overspending with poor performance as Facebook tries to spend your budget before the end of the day (which is how daily budgets operate).

Facebook Ads Automated Rules are useful for saving time and ensuring a smooth scaling process.

How to apply automated rules to your campaign or ad sets?

For Ad set budget optimization (ABO)

Navigate to your Facebook campaign’s Ad set level Select ad sets for which you’d like to apply automated rules Click on the Rules menu Select Create a new rule

facebook ads automated rules increase daily budget

Select Custom rule Click Next

facebook ads automated rules create custom rule

Set the rule as in the example below Click Create

facebook ads automated scaling rule example

Detailed Scaling Rule settings:

  • Action: Increase daily budget by 20%
  • Action frequency: Once daily
  • Maximum daily budget cap: depends on your goals; in this example, we’ll set $100 per ad set. So when our ad set reaches $100, the automated scaling will stop.
  • Conditions: Cost per result is less than $5
  • Time range: Maximum (it means that our condition – CPR < $5, should correspond to the all-time period)
  • Schedule: Custom (we would like the rule to be applied from 8:00 AM to 10:00 AM each day)

If your CBO campaign or ABO’s ad sets have been performing consistently well for the last 3 days, not including today (which means you’re at or within your CPA/ROAS targets), AND yesterday’s performance is also within range (meaning recently it has been good too) then​ increase the budget by 30% (depending on your decision above) at 9 am.

2.2. Bid Optimization: To maintain a competitive edge and ensure ads are shown to the most relevant audience, consider automatic or target-cost bidding. This allows Facebook’s algorithm to optimize the bids for better ad placements and improved performance.

2.3. Ad Creative Refinement: While scaling vertically, continuously review and refine ad creatives to ensure they remain fresh and engaging. A/B testing can be employed to test different variations and identify the most effective elements.

horizontal scaling ads

3. Horizontal Scaling

Horizontal Scaling involves creating or duplicating the best working ad sets or campaigns to target the best-performing target audience.

How Horizontal Scaling Works?

To summarize, it is recommended to replicate effective ads/ad sets and pause ones that are not performing well.

NOTE: Use with caution! Nevertheless, Horizontal scaling is considered a fast-growth scaling method; it is also associated with a higher risk and is recommended for advanced-level advertisers who want to push growth faster.

The goal is to diversify the audience base and explore new potential markets. Instead of solely relying on one successful campaign, this approach aims to discover untapped opportunities.

Manually, it is possible to duplicate the best ad set or campaign in Facebook’s Ad Manager.

facebook horizontal scaling duplicate ad set

However, Facebook’s automated rules do not have a native option for automating this process. Yet, you can set up an automated rule to send you a notification for duplicating.

duplicate ad set notification rule

Reduce auction overlap

When duplicating ad sets to scale your campaign horizontally, creating an automated rule that adjusts ad sets to stop them from competing against each other is recommended.

Thankfully, Facebook has already prepared a template with this rule.

reduce auction overlap reduce auction overlap turn off overlapping ad sets

How to identify scalable Facebook campaigns, ads, and Ad sets?

3.1. Audience Segmentation: Divide the target audience into smaller, distinct segments based on demographics, interests, behaviors, or engagement levels. Create separate ad sets to cater to each audience segment.

3.2. Location Targeting: Expand the geographical reach of the ads by targeting new locations. This is particularly useful for businesses looking to enter new markets or regions.

3.3. Placement Diversification: Besides Facebook’s main platform, explore other placements like Instagram, Audience Network, or Messenger. Different placements can yield varying results, and diversification helps identify the most effective ones.

3.4. Ad Formats and Creative Variations: Experiment with different ad formats (e.g., carousel, slideshow, video, dynamic ads) and creative variations to appeal to diverse audience preferences. Tailor the message to resonate with each segment effectively.

4. Key Considerations for Successful Scaling

Performance Monitoring: Regularly monitor the performance of scaled campaigns to assess their effectiveness.

Analyze metrics like click-through rates, conversion rates, and return on ad spend (ROAS) to identify areas for improvement.

Budget Allocation: Allocate budgets strategically between vertical and horizontal Scaling. Determine the optimal balance based on the performance data and business objectives.

Ad Frequency: Keep an eye on ad frequency to prevent ad fatigue. High frequency can lead to decreased engagement and increased ad costs. Rotate ad creatives and audiences to maintain freshness.

Landing Page Optimization: Ensure the landing pages align with the ad message and provide a seamless user experience. A well-optimized landing page can significantly impact conversion rates.

Testing and Iteration: Continuously test new strategies and ideas to refine the scaling approach. Not all experiments will yield positive results, but learning from failures is crucial for long-term success.


In conclusion, scaling Facebook advertising in 2023 requires a strategic combination of vertical and horizontal approaches.

Vertical Scaling allows businesses to maximize the potential of successful campaigns through increased budgets and bid optimization.

Meanwhile, Horizontal Scaling enables the exploration of new audiences and markets through audience diversification and ad format variations.

By understanding and implementing these scaling methods, advertisers can unleash the full potential of Facebook Ads and achieve substantial growth in the competitive digital landscape.

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