How to Steadily Scale Ads on Facebook - Keep Profitable

If your ads aren’t delivering consistently, or aren’t performing well on conversions for low-priced front-end products, this post will provide you with a proven solution.

Many people get a few orders when they first start running ads, but then the performance of their ads plummets. They often mistakenly think this is due to “ad fatigue” and rush to stop the ads and create new creatives. The result? You’re back to square one, wasting time and budget.

Today I’ll share how to properly assess ad fatigue and reveal how to keep ads converting steadily for up to 11 months without frequently changing creatives. This method is not only simple, but also highly effective.

Part 1: How to Avoid Common Mistakes

Does your ad creative stand up to scrutiny?

Nothing can save bad copywriting and poor quality videos or images.

Make sure your ads:

The copywriting is accurate and hits the customer’s pain points.
Use square videos that are 14-15 seconds long (no longer).
The video is of high quality and conveys brand professionalism.

Once you have a few ads with good conversions and healthy engagement rates, you should replicate the same style and create 8-10 high-quality video ads.

Key points: Good creativity and excellent copywriting are the basis for reducing CPM and attracting high-quality traffic.

Do this and you will get:

•✅ Unlimited expansion potential

•✅ Significantly reduced incidence of ad fatigue (provided that the audience size is large enough, 20M+ is recommended).

•✅ Stable ad performance (achieved through the following methods).

•✅ No loss of money (provided that the product is excellent and the brand is properly built).

•✅ Automated customer acquisition engine, no need to frequently intervene in ad management, and focus more on backend optimization (the backend is often the main source of revenue).

Part II: Phased expansion of advertising strategy

PHASE 1: Phase 1 (first 1,000 orders)

Start with one country

Accurately set interest tags and control the audience size between 2-4M.

Bid high and break zero quickly

Invest $1000/day budget and set the bid to 2-3 times the CPA (don’t worry, this will not spend all $1000).
The goal is to generate as many orders as possible, even if it is just to break even.

Increase AOV (average order value)

Add order increase options (Bump OFFER) and related upsells.

Ways to achieve break-even:

Monitor GA traffic data in real time and track spending every 5 minutes.
Adjust bids to find the “break-even point” to ensure stable traffic.
6-8 orders per hour is the ideal state.

Sticking to this strategy, the goal of 1000 orders can usually be achieved within 2-3 weeks.

PHASE 2: Phase 2 (open nationwide delivery after reaching 1000 orders)

Create a new campaign

Do not set any audience restrictions and directly deliver to the entire country (regardless of interests, behaviors, age, gender, etc.).

Reduce bids

Reduce bids to half of CPA, and gradually increase bids until traffic reaches expectations.

Expected performance:

Stable ad conversion rate, ROAS (return on advertising expenditure) fluctuates between 1.4-2.1.
A single ad group may reach a bottleneck at 700-1000 orders, at which time the ad group can be copied for expansion.

PHASE 3: Phase 3 (Adding new countries to expand the market)