A Facebook ad strategy: increase your budget 20% every 48 hours as long as your cost per lead, call, or purchase stays acceptable. Stop when the metrics get worse. This lets performance stabilize between bumps.
So vertical scaling, it means just basically bumping up the budget of those ad sets or those campaigns that are working. I like to personally bump up budgets on Facebook 20% every 48 hours. So if I have an ad set or a campaign that's working for me, I would bump up the budget 20% today, and then I'll wait 48 hours for it to stabilize and I can bump it again. And as long as that ad set or that campaign is performing, meaning I have the right cost per lead, the right cost per call, the right cost per purchase, what have you, then I'll keep on bumping it up. The budget up to the point that it doesn't keep on performing.
