How to scale Facebook ads in 2024

(do this)

Author

Andy at Growth Catalyst Club
July 18, 2024

In partnership with

How to scale Facebook ads in 2024

If you prefer to watch the video, I recorded it for you here:

If you want to read the long version, you can below:)

  1. How to scale existing Facebook ad campaigns (a process when you have a working campaign)

    1. 2 Ways to Increase the Budget:  There are 2 strategies based on your risk appetite and budget tightness

      1. Read before increasing the budget, and make sure our CPA is not a fluke. Make sure we scale when we have a few days of data to ensure your CPA holds and is stable over time.

        1. Ideally, 7 days of data when we’re spending <~$100-150/day for this campaign

        2. At least 4 days of data when we spend >=~$100-150/day

      2. Slower Scaling Strategy: If your overall budget is tight -> increase by 20-50% every 4-7 days. At lower budgets you can be more aggressive, e.i. If your budget is $50, you can double it without any issues.

      3. Faster Scaling Strategy: If your overall budget is higher and you can be more aggressive

        1. Week 0: $30-50 -> $100/day

        2. Week 1: $100/day -> $200/day

        3. Week 2: $200/day -> $400/day

        4. Week 3: $600/day -> $800/day

        5. Week 4: $800/day -> $1,000/day

        6. Weeks after this: Bump by 10-20% every wee

Every time you increase your budget like this, your Facebook ads CPA will go up by an average of 3-20%. It might jump significantly on the first day when you make the change but it should go down gradually over the next 3-7 days and stabilize at about 5-20% higher than at your previous budget level.

If it doesn’t stabilize, or the costs are way higher than your breakeven CPA, just scale the budget back down to the original level.

  1. Testing new ad variations inside the campaign

    1. Primary text

    2. Primary text openings

    3. Headlines

    4. Different video openings

    5. Different image styles

    6. Image copy(text)

  1. When To Scale:

    1. Strong Ad Performance:

      1. High-performing ads before scaling with enough data

    2. Know your metrics:

      1. Breakeven CPA/CAC

      2. CAC payback period. How many days/months to recoup the CPA and how much can you stretch it?

  2. Try to get an Amex Gold Card to get 4x on ad spend & uncapped spend.

  3. Email&SMS automation

  4. Review collection system

  5. Customer support systems in place

For e-commerce specifically:

  1. Enough stock for the next 2-3 months.

  2. Marketing systems set up to increase retention and LTV:

    1. Email&SMS automation

    2. Low return/refund rate

  3. Finance:

    1. Negotiate with your suppliers to get better terms, so you pay them after the product is sold. Faster cash conversion cycle.

.

  1. How to strategically scale your Facebook ads when you have a proof of concept(e.i. one campaign working). Test a different campaign for each.

How much you scale will depend on:

  • Audience size.

  • Problem intensity.

  • How much you can afford to pay to get a customer?

  1. Segmenting and expanding your audience. 

    1. Audience identity(how do they identify themselves?)/problem combination (e.i. Audience identity: Single mothers/problem: no time to cook). 

    2. Scale into different GEOs.

    3. By awareness level

      1. Problem-aware, aware of other solutions, and dissatisfied with those solutions.

      2. Problem-aware, aware of other solutions, and not aware of the new problems those solutions create.

      3. Problem-unaware & solution aware (a lot more scale here)

        1. Disqualify other solutions.

      4. Problem unaware & solutions unaware (a lot more scale here)

    4. Different demographics (great for UGCs):

      1. By age

      2. By skin color

      3. by genders

    5. Different placements (targeting the same audience)

      1. Feed ads (static images + videos)

      2. Content that works on reels 

      3. Carousels

      4. Catalog ad campaigns

  2. Testing different offers for the same audience.

  3. Optimizing CRO. Making personalized landing pages for each audience identity/problem combination

Learn AI-led Business & startup strategies, tools, & hacks worth a Million Dollars (free AI Masterclass) 🚀

This incredible 3-hour Crash Course on AI & ChatGPT (worth $399) designed for founders & entrepreneurs will help you 10x your business, revenue, team management & more.

It has been taken by 1 Million+ founders & entrepreneurs across the globe, who have been able to:

  • Automate 50% of their workflow & scale your business

  • Make quick & smarter decisions for their company using AI-led data insights

  • Write emails, content & more in seconds using AI

  • Solve complex problems, research 10x faster & save 16 hours every week

- Andy

Don’t want to receive these? You can unsubscribe using the link below:

Facebook Ads Secrets