Scale Your Ads

Scaling your ads is where things get exciting. This phase is all about maximizing the reach and effectiveness of your advertising strategy while keeping costs under control. Scaling isn’t just about increasing your ad spend—it’s about doing it strategically to prevent ad fatigue and ensure your campaign continues to perform at its best.

In this Learning Lab lesson, you’ll learn how to scale your ads the right way, ensuring you grow your pre-launch email list effectively without overspending or diminishing returns.

A Free Resources to Support Your Next Steps

To make this process even easier, we’ve put together some free guides to help you succeed.

You can access it here:

• Audience Index
• Explaining Lookalike Audiences
• Creating Lookalike Audiences

What You’ll Learn in This Lesson

Scaling ads requires a strategic approach to maintain engagement and efficiency. This lesson will teach you:

• The goal of scaling and why it’s critical for a cost-effective pre-launch strategy.
• Vertical scaling—how to gradually increase your budget while keeping Meta’s algorithm optimized.
• Horizontal scaling—how to expand your audience reach without oversaturating your existing audience.

1. The Goal of Scaling

Scaling isn’t just about spending more money—it’s about growing your email list in the most cost-effective way possible. Done correctly, scaling helps you overcome ad fatigue, expand your reach, and meet your campaign goals.

There are two primary methods for scaling:

• Vertical Scaling: Increasing your budget for high-performing ads.
• Horizontal Scaling: Expanding to new audiences while maintaining budget efficiency.

2. Vertical Scaling: Growing Your Budget Strategically

Vertical scaling is about increasing the budget for existing high-performing ads, but it must be done gradually to avoid disrupting Meta’s algorithm.

• Increase Slowly: Only increase your ad budget by up to 20% every other day to allow the algorithm to adjust smoothly.
• Avoid Sudden Changes: Large, abrupt budget jumps can disrupt performance and lead to inefficient ad spending.
• Patience Pays Off: Gradual increases help maintain ad performance and cost efficiency while scaling effectively.

3. Horizontal Scaling: Expanding to New Audiences

Horizontal scaling involves targeting entirely new audiences while keeping a similar daily budget.

• Broaden Your Reach: If you’ve been targeting one group (e.g., runners), expand to similar audiences (e.g., cyclists) while keeping your campaign focus intact.
• Reduce Ad Fatigue: Running new campaigns for fresh audiences prevents oversaturation of your current audience.
• Leverage Meta’s Tools: Use insights from your testing phase to build interest-based audiences or Lookalike Audiences.

Why “Scale Your Ads” Matters

Scaling effectively can make a huge impact on building momentum for your crowdfunding campaign. Using vertical scaling, you can gradually increase your ad budget without performance dips, while horizontal scaling helps you reach entirely new audiences.

Together, these methods ensure sustainable and cost-effective growth, helping you scale smarter, not just bigger.