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?