Hi there,
Thanks for reaching out and asking for my advice, it's great to connect. I'm more than happy to share some initial thoughts and guidance on how to scale your Meta Ads effectively. Based on what you've told me, there are a few things you might want to think about and test out. I'll go through each of these in detail so you can see if this makes sense to you.
We'll need to look at campaign structure...
First off, scaling from 5 to 60 creatives and increasing your budget so dramatically at the same time is quite a big move. Scaling should be approached carefully and strategically, especially when you're already seeing decent results. So, I'd say that's probably too big of a jump in one go. I'll explain why.
When scaling, it's really important to maintain control over your campaigns and ensure the quality of your ads doesn't drop. Jumping from 5 to 60 creatives overnight can be a management nightmare, and it can spread your budget too thinly, reducing the effectiveness of each ad.
Instead, consider scaling your campaigns in smaller, more manageable increments. This allows you to monitor performance more closely, identify winning creatives, and optimise your budget accordingly. I'd suggest increasing your budget gradually, perhaps by 20-30% every few days or weekly. This allows you to monitor the impact on your ROAS and make adjustments as needed.
Remember, slow and steady wins the race. It might seem tempting to scale up quickly and aggressively, but a more gradual approach is often more sustainable in the long run.
I'd say you should consider creative quality and testing...
It's really essential that each creative is well-produced, engaging, and aligned with your brand messaging. This can be quite difficult to manage when producing new creatives at scale. Make sure you have the resources and expertise to create high-quality ads that resonate with your target audience. Don't just focus on quantity over quality as it really will make a difference in the long run.
Once you have the creatives ready, you should definitely test different ad formats, copy variations, and target audiences to identify the most effective combinations. One approach we've found really useful in the past is to split test ads within the same campaign. This way, you can see which ads and targeting are performing best. Make sure each ad clearly communicates the value proposition of your product and highlights its key benefits. If you've got a new product, then make sure the ads are educational, this can really boost your ROAS.
Consider creating a matrix where you systematically test different elements of your ads. This could include testing different headlines, body copy, visuals, and calls to action. It might be worth while working with a copywriter here, especially one with experience writing for your niche.
You probably should ensure you've got robust tracking and analytics...
Before you scale your campaigns, it's essential to have robust tracking and analytics in place to measure your performance accurately. This includes tracking key metrics such as ROAS, conversion rate, cost per acquisition (CPA), and customer lifetime value (CLTV).
I've found that using Google Analytics and other tracking tools can help you gain insights into your customer behaviour and identify areas for improvement. A simple step is to implement conversion tracking on your website and ad platforms. This will allow you to track the effectiveness of your campaigns and optimise them for conversions.
Without robust tracking and analytics, it's difficult to know whether your scaling efforts are actually paying off. Make sure you have the tools and systems in place to measure your performance accurately and make informed decisions.
You'll need to consider your product demand...
You mentioned that the product demand is what you generate in Meta and that you have a good ROAS on shopping and search but its not scalable. This could be the underlying reason for the issue you are facing.
You need to consider how new and unique the product is. For example, if the product demand is limited, consider diversifying your product range or expanding into new markets. This can help you increase your overall revenue and reduce your reliance on a single product.
A good step here is to do some market research. Understand your product’s market and potential demand and you can come up with good strategies to make the most out of any upcoming campaigns. Without any demand for your product, all your campaigns will perform under expectations and you'll spend more to acquire a customer.
You also need to make sure you're not oversaturating your existing market. If you're already reaching a large percentage of your target audience, increasing your ad spend may not necessarily lead to a proportional increase in sales. This is something that is a bit difficult to check because we don't know how the market is and who you're targetting but it's something to definitely keep in mind.
What ad platform works best?
You said that you've been running ads on Meta and Google, so you'd want to think about the different ad platforms available and which ones align best with your target audience and business goals. I would recommend split testing to get a better understanding of whether Meta is the correct choice for you.
I recall one case where we helped a software client achieve 4,622 registrations at $2.38 cost per registration using Meta Ads. It really will depend on what your objectives are and the market your products are in.
It's also important to consider your ideal customer persona and which ad platform they can be reached on. You'd usually run ads to a landing page where people can sign up or start a trial for free. If your target audience is actively searching for your solution -> Google Search ads, Apple Search ads; Apple ads can work quite well. You'd pick different keywords related to what people might be searching for, then your app will show up as a sponsored listing when people make these searches in the app store. If they aren't -> Social media/display ads, usually Facebook/Instagram.
I've detailed my main recommendations for you below:
| Recommendation | Details |
|---|---|
| Gradual Scaling | Increase budget and creatives in small increments (e.g., 20-30% weekly) rather than a massive jump. |
| Creative Quality | Prioritise high-quality, engaging ad creatives that resonate with your target audience. |
| A/B Testing | Systematically test different ad elements (headlines, visuals, copy, calls to action) to identify winning combinations. |
| Robust Tracking | Implement robust tracking and analytics to measure campaign performance accurately (ROAS, CPA, CLTV). |
| Channel Diversification | Research and test other ad platforms (e.g., Google Ads, Apple Ads, LinkedIn) to reach a wider audience. |
| Demand | Analyse and determine market for your product and decide the steps to take depending on the demand. |
Scaling Meta Ads can be a really effective way to grow your business, but it's important to approach it strategically and methodically. By taking a gradual approach, prioritising creative quality, testing different ad elements, and tracking your performance closely, you can maximise your chances of success.
As you know, it's not always easy to scale campaigns successfully. There are often a lot of unknowns and moving pieces. Agencies like ours have a lot of experience with this and know how to increase ROAS without increasing ad spend.
Hopefully this gives you a bit of a head start on your next steps. If you'd like to explore this further, I'm happy to offer a free consultation. Please reach out to book a call.
Regards,
Team @ Lukas Holschuh
