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How to Scale an Advertising Campaign Using These Three Phases

Are you looking to scale your advertising campaign on Facebook? In this article, we will discuss the three phases of scaling a Facebook ad campaign. By following these phases, you can effectively grow your campaign, reach a wider audience, and increase your leads and revenue. Whether you’re new to advertising or an experienced marketer, these strategies will help you optimize your Facebook ads and achieve better results. Let’s dive in!

Phase 1: Interest Targeting

The first phase of scaling your advertising campaign is interest targeting. This phase is particularly crucial when starting a new campaign or targeting a new audience. At this stage, you need to identify your ideal audience and determine who you want to target with your ads.

To begin, it’s recommended to start with a lower budget as you test different interests. You can select 15 to 30 different interests that align with your target audience. These interests can be related to demographics, behaviors, or specific topics.

Additionally, it’s beneficial to utilize dynamic creatives during this phase. By testing five to ten different combinations of images and copy, you can assess which creatives resonate best with your audience.

In the initial stages of a campaign, it’s important to keep in mind that results may not be optimal. Facebook is still learning about your audience and collecting data, so the costs may be higher and the click-through rates lower. However, as you continue to spend and gather more data, your results will improve.

Phase 2: Look-alike Targeting

Once you have accumulated a significant amount of data, typically around 200 to 500 clicks, leads, or purchases, you can move on to the second phase: look-alike targeting. Look-alike audiences allow you to reach people who are similar to your existing customers or engaged audience.

Using the data you have collected, you can create look-alike audiences based on various criteria. For example, you can create a look-alike audience of buyers, page visitors, or video viewers. The size of the look-alike audience can be adjusted, typically starting with a 1% look-alike audience.

During this phase, the focus shifts from interest targeting to creative testing. While you continue to optimize your targeting, it’s essential to test different creatives to find winning combinations that drive engagement and conversions.

As your campaign progresses through phase 2, you will likely observe improved results. Your cost per click (CPC) should decrease, and your conversion rate should increase as the machine learning algorithms leverage the data you’ve provided.

Phase 3: Broad Targeting

In the final phase of scaling your advertising campaign, you can embrace broader targeting options and release some control over your audience selection. This phase is suitable for campaigns with higher budgets and a substantial amount of data in the pixel, such as 1,000 to 3,000 purchases or leads.

At this stage, you can experiment with what is known as a “no targeting” campaign. Instead of narrowing down your audience, you allow the Facebook pixel to optimize and find the most relevant audience based on the data it has accumulated.

By expanding your audience and budget, you give the algorithm more freedom to explore and deliver your ads to potential customers. The extensive data in your pixel enables Facebook’s machine learning to make accurate predictions and find high-quality leads or buyers.

Scaling an advertising campaign on Facebook requires a strategic approach. By following these three phases—interest targeting, look-alike targeting, and broad targeting—you can effectively grow your campaign and achieve better results.

Remember, in the initial stages, focus on interest targeting and creative testing while collecting data. As you move forward, leverage look-alike targeting to reach similar audiences and refine your ads. Finally, with a significant amount of data


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