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Scaling Facebook campaigns correctly

As Facebook advertisers, we know the challenges of identifying the right target group. However, identifying the target group is only the first step towards a successful campaign with a positive return on investment (ROI). The second challenge is scaling the campaigns correctly.

Once you have identified a target group that generates a positive ROI, you naturally want to address more people from this target group. In many cases, the performance of the campaign then deteriorates so that the ROI is no longer positive. In the following, I will show you how you can scale your campaigns without worsening your performance.

What scaling options are there?

Basically, you have two options for scaling your Facebook campaign:

  • Vertical scaling: You increase your daily budget
  • Horizontal scaling: You increase your target group

Vertical scaling of Facebook campaigns:

The vertical scaling of Facebook campaigns is the logical first step to generate more sales, leads, etc. As a rule, the mistake is then made of significantly increasing the daily budget (e.g. from €100 to €200). This means that the Facebook algorithm must win twice as many auctions with the same performance. However, this will almost never be the case, as there are not unlimited favorable conversions. For this reason, you should not simply double the daily budget of your campaigns, but approach it in smaller steps. My recommendation is to increase the daily budget by 20-40% and then wait a few days (3-4 days). As a result, your performance will not drop and you will be able to achieve larger daily budgets in smaller steps.

Horizontal scaling of Facebook campaigns:

The alternative to vertical scaling is horizontal scaling. Horizontal scaling involves adding further target groups to the campaign. For example, you can add age groups that were previously excluded. For regional Facebook campaigns, you can open up neighboring cities and other regions to draw attention to your offer. If you work with lookalike audiences, you can scale the target group size. Or you could also create new lookalike audiences. If you have a custom audience based on purchases in the online store, you can also create a custom audience based on your newsletter subscribers.


Scaling Facebook campaigns is not rocket science. You just need to know how to do it right. I hope I've given you some food for thought on how to take your Facebook campaigns to the next level.

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Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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