You are running Facebook ads to sell products and promote your business. During this process, you encounter an advertising limit, meaning you can’t spend beyond a certain point. This can be a frustrating problem for advertisers and businesses who want to scale their ads to reach more customers. Your ads might only spend around $100, $200, or $500 a day, and this continues for a month or even several months. This issue doesn’t just happen to you; it affects many advertisers out there. So, is there a solution to this problem? Don’t worry, this blog post will help you solve all issues related to Facebook ads.
In this blog post, our team will share the exact method we used to break through that barrier for a client in just one month. This is a case study where we helped a client increase their spending from $50,000 to over $200,000 in just 30 days, an increase of 200%. This budget increase was achieved while maintaining the ROAS metrics or even improving them through audience targeting.
Before we get into the steps to scale your Facebook ad budget, I want you to have a specific strategy. This strategy will help you increase your budget safely and minimize all risks when running Facebook ads.
Scale Facebook ad budget strategy
Analyze audience segments
The first thing you need to do is open the audience segments breakdowns. You can do this by clicking the “breakdown” button and selecting “audience segments.” Once there, you will see new, engaged, existing, and possibly “unknown” and “uncategorized” segments.
Analyzing audience segments will help you understand whether your budget is being allocated to new audience groups or existing, engaged segments. Most advertisers assume their ads will be shown primarily to engaged customers and not to new ones. This is not the case. According to reports from our client’s ad samples, nearly 90% of the budget is spent on new customer groups, and ads are also displayed more frequently to this group.
However, there is one drawback: when you scale your Facebook ad budget to show ads to more new customers, your ROAS will decrease. So, how do you fix this? We often advise our clients who want to increase their budget to accept a lower ROAS initially, as this metric will increase over time to reach the number they want. For the best budget increase, we recommend evaluating your new and engaged audiences and then scaling your budget based on those results.
Analyze Incremental Impact
The next strategy to safely scale your Facebook ad budget is to analyze Incremental Impact.
To do this, you examine the incremental impact based on the attribution windows in Facebook ads. Facebook has significantly enhanced its attribution windows over the last two to three months. While there are various options, you only need to focus on the key metrics:
- 1-day click: Conversions that occur within 1 day of a user clicking on the ad.
- 7-day click: Conversions that occur within 7 days of a user clicking on the ad.
- 1-day view: Conversions that occur within 1 day of a user viewing the ad (but not clicking).
- Incremental attribution: A new metric introduced in April 2025, which measures the true incremental impact of the ad.
What role do these key metrics play? Do they have a significant impact on your ads? We want to tell you that the main goal of analyzing these metrics is to understand how your ads are truly performing. There are two important points to note:
- Avoid too many View-through conversions: Click-based or incremental ads are the main drivers of revenue. If view-through conversions account for more than 30% of your total conversions, it could be a sign that you’re wasting money reaching customers who were already aware of your product.
- Incremental attribution: This metric is especially useful because it tells you exactly how much new revenue your ad generated, not just conversions that users might have made even without seeing your ad.
Find scalable Facebook ads
The next strategy we want to talk about is finding high-performing ad creatives and scaling them up.
The main goal of this strategy is to find ads that perform well with new audiences and generate incremental conversions. We analyzed all the ads that ran in the previous 30 days and cross-referenced two important metrics: ROAS (Return on Ad Spend) and Cost Per Purchase.
For example, an ad had an average Cost Per Purchase of $42. However, upon deeper analysis, we saw the cost for the new audience was as high as $57, while the cost for engaged and existing audiences was very low ($21-$22). Although this ad looked okay overall, it wasn’t a great candidate for scaling because it wasn’t effective at attracting new customers.
Conversely, we found a few ads that had superior performance. The cost for new audiences on these ads was nearly equivalent to or even better than the average. For instance, an ad had an average cost of $34, but the cost for new audiences was also only $34. This showed that it was effective at reaching new customers.
You can apply these strategies to scale your Facebook ads for Dropshipping, cosmetic products, or services at a physical store.
Techniques to scale your Facebook ad budget
Set up automated budget increase rules
To begin, we’ll select the campaign we want to increase the budget for, then click the small arrow and choose “Create a new rule” under the “Automated rules” section. Now, we’ll create an automated budget increase process that you can use for your campaigns without it taking up a lot of your time.
Name and Scope: First, you will need to select “Custom Rule” and give it a name of your choice. This rule will be applied to the selected campaign, or you can choose all active campaigns if you wish.
Action: Instead of turning off the campaign, you will choose “Increase daily budget by”. I prefer using a daily budget over a lifetime budget because it gives you more control and flexibility. I’ll choose to increase the budget by a percentage rather than a fixed amount. This is crucial because it’s dynamic: as your budget gets larger, a 3% increase will be a larger amount, keeping the increase meaningful.
Set Limits: You should set a maximum daily budget cap, for example, £500. This prevents the budget from skyrocketing out of control, especially if you don’t monitor the campaign frequently.
Action Frequency: Instead of leaving the default “every 12 hours,” I will choose “Once daily”. This gives Meta enough time to process the new budget without disrupting the system. A 3% daily increase is a small increment that won’t “shock” Meta’s delivery system, helping you avoid re-entering the learning phase.
Set up the budget increase conditions
Most advertisers don’t know when to increase their ad budget and when not to. So let’s look at some rules for increasing your Facebook ad budget that you need to know.
Condition: I will set the condition as “Cost per result is less than” a specific number. For example, if you have an e-commerce business and need a cost per purchase under $25 to be profitable, you would set that number. If the cost exceeds $25, the rule won’t run, and the budget won’t increase. This ensures you only increase the budget for profitable campaigns.
Lifetime Impressions: Meta will automatically add the condition that “Lifetime impressions must be over 8,000.” This is a good thing as it prevents the rule from running too early, when the data is not yet reliable.
Time Range: Instead of leaving the default as “Maximum,” you should change it to “the last 3 days”. This ensures that the rule is based on the most recent performance of the campaign. If you leave it at “Maximum,” the campaign might continue to increase its budget even if its current performance is terrible, just because the average performance over its entire run is still good.
Create a budget decrease rule when necessary
Many advertisers ask the question: “Will increasing the daily budget this way cause the campaign to fail?” To ensure a high success rate for this scaling technique, we recommend creating another automated rule to decrease the budget if performance declines.
Action: Choose “Decrease daily budget by,” with a decrease of 3%. You can set a minimum daily budget floor to ensure the budget doesn’t drop too low, for example, £100.
Condition: Set the condition as “Cost per result is greater than” a certain number. For example, if you want to decrease the budget when the cost per purchase exceeds £30. This creates a “safe zone” between the two rules:
- If the cost is below £25: increase the budget.
- If the cost is above £30: decrease the budget.
- If the cost is between £25 and £30: the budget will remain the same.
Time Range & Schedule: Use the same time range (the last 3 days) and schedule (daily) as the budget increase rule.
By setting up these two rules, your campaign budget will become dynamic, automatically increasing or decreasing depending on performance. This helps you control costs and maintain profitability automatically.
Final thoughts
In conclusion, increasing your ad budget is essential, especially for large businesses that want to promote their products widely. However, to scale effectively, you need a specific strategy and proper ad campaign setup techniques. This blog post has provided detailed information to help you and other new advertisers apply these methods to your Facebook ads. I hope you have gained a lot of knowledge from this article. Once again, if you are a new advertiser and want to learn more about Facebook ads, please check out the articles on our blog.
