UPSTIR Blog

How to structure video ad campaigns that scale

Performance
Scaling a video ad isn’t just about turning up the budget. If your structure’s wrong, higher spend will break your results. Here’s how to set up your campaigns to grow without crashing.

1. Start with creative testing first

Before thinking about scale, figure out which creative works.

  • Run multiple hooks and formats against the same audience
  • Use one campaign and one ad set to isolate variables
  • Kill weak ads fast — keep winners running for 3+ days

Most scaling problems come from testing too little or too late.

2. Group by creative type, not audience

Don’t split by age or interest groups upfront. Let the platform optimize.

  • One ad set
  • Multiple creatives
  • Broad targeting

This helps you see what ad resonates across the board — not just in a niche.

3. Use CBO or ABO depending on phase

  • CBO (Campaign Budget Optimization): great for scale, once you have proven winners
  • ABO (Ad Set Budget Optimization): better for testing — more control over spend

Start with ABO, scale with CBO.

4. Add new creatives, not new audiences

When performance drops, your instinct might be to retarget or build lookalikes. But often, all you need is a new creative angle.

  • Same audience, fresh hook
  • New visuals, same product
  • Test silent loops, voiceovers, testimonials

Creative fatigue kills scale more than targeting ever will.

5. Know your scaling signals

You're ready to scale if:

  • CTR is steady or increasing
  • ROAS is stable above breakeven
  • Frequency is under 2
  • CPC is under control (<$1–2 depending on niche)

Double spend in stages. Monitor performance daily.

Final thought

Media buying matters — but your creative does the heavy lifting. Scale your ads like systems, not shots in the dark. The better your structure, the higher your ceiling.

Want to avoid the five most common video ad mistakes?

Download our free guide at upstir.co/5-video-ad-mistakes

It is 14 pages of real tips to help you improve your hooks, lower ad costs, and create content that actually works.