Ah scale. One of the most misunderstood and difficult aspects of Facebook Ads.

To cut straight to the point, scale is a trade-off.

People love high-ROAS and MER (and that can be the best approach for some businesses).

Other businesses will want to scale. 

Truly high spend and high ROAS is extremely rare. Most companies that are scaling profitably won’t be breaking ROAS records very often.

What they will be doing instead is returning more money because of the relationship of spend and ROAS.

Some business owners become infatuated with ROAS so much that they can miss the opportunities that scaling provides.

An example that is used all the time (and for good reason), is the question:

Would you rather make $100,000 from $10,000 spend, or scale and spend $100,000 to get $400,000?

Scaling is a risk-reward, data-driven strategy and can be a long process that should be done in stages to avoid mistakes.

Speaking with FB reps, they will say 20% every Monday, though some accounts can (and do) succeed with more frequent increases.

I would recommend implementing a specific scale campaign, if you want to avoid disturbing your current campaigns; though you can just provide your BAU Evergreen campaigns with more spend. 

A good recommendation is to increase the budget for winning creatives in your creative testing campaign before you move them into the scaling campaign. This just allows for that extra layer of security and validation before you move into a campaign with significantly more spend.

As you work with higher and higher numbers in terms of spend, you will want to ensure that you have an effective creative testing process that you can rely on. You can learn more about creative testing here: LINK to BLOG POST 4.

It will also be important to leverage as much backend data as possible in order to see the best results!

Hope this helps!