How to actually scale a winning ad

Everyone always talks about how to make the actual creative for the ad

But no one talks about what to do when you have an ad that’s hitting your CPA / ROAS goals

There’s horizontal scaling and there’s vertical

Vertical is increasing your budget

Horizontal is creating new campaigns

Self explanatory but here’s what you should do when you have a winner

If your ad is in 1 CBO campaign and it’s getting all of the spend, increase that CBO budget 10-20%

If you’re hesitant and want to take less of a risk, go 10%

If you are prepared to deal with a drop off in performance for a day or 2, increase 20%

It’s very easy to see your ads performing and think you should double or triple the budgets

DO NOT DO THIS

This will cause your ads to stop performing

You might even have to fully build the campaign from scratch

I learned this the hard way

If you’re spending thousands per day within 1 CBO and you want to create a new campaign for a new landing page, offer or angle:

Scale horizontally and create a new campaign

There is no right or wrong way to do this but just DO NOT increase your budgets dramatically after a day or 2 of great performance

If your ad set is performing within an ABO campaign, same thing

Increase 10-20% every few days as you see performance stay consistent

You need to put strategy over emotion

Typically the slower you scale, the more consistent performance will remain

Just posted a new YT video about this if you want to watch here

Thanks,

Austin