The EASY Way to Scale Meta Ads 2024

Summary

This video script discusses the key elements for scaling on Meta ads in 2024: budget, creative content, and a desirable product. It emphasizes the importance of a strategic budget increase, recommends a 20% increase every 3 days for aggressive scaling, and stresses the necessity of creative testing. The script also highlights the significance of offering a product that solves a problem or taps into core human desires, sharing scaling stories of brands that achieved significant growth by adhering to these principles.

Takeaways

• 💰 Budget is essential for scaling on Meta ads in 2024; you need money to increase your spend and grow your business.
• 🎨 Great creative content is necessary for scaling, and it should be produced in large quantities to maintain ad effectiveness.
• 🛍️ A scalable product that people want is crucial for successful scaling; it should either solve a problem or tap into core human desires.
• 📈 Vertical scaling involves increasing the budget on existing campaigns or ad sets, while horizontal scaling adds new campaigns or ad sets.
• 📊 Clients are moving towards less horizontal scaling and more focus on creative testing and increasing budget on profitable assets.
• 📝 A spreadsheet is offered for free to help with scaling budget tactically on Facebook ads, available in the description.
• 🚀 Scaling up aggressively on Meta ads in 2024 should only be done by increasing the budget by 20% every 3 days at most.
• 📉 To avoid triggering the learning phase and instability, it's recommended to scale conservatively and monitor performance closely.
• 📈 Creative testing should be scaled with the budget; for every $11,000 spent daily, there should be at least one creative test per week.
• 🔄 Brands need to be flexible with their scaling strategy, adjusting percentages and timelines based on performance and business capacity.
• 📉 Scaling success stories vary, with some brands scaling their ad spend dramatically in a short time by closely monitoring and adjusting their strategy.

Q & A

What are the three essential elements required for scaling on Meta ads in 2024 according to the video?

The three essential elements are a budget to increase spend, great creative content in abundance, and a scalable product that people actually want.

What is the difference between vertical scaling and horizontal scaling in the context of Meta ads?

Vertical scaling refers to increasing the budget on an existing campaign or ad set, while horizontal scaling involves adding new ad sets or campaigns to increase the overall budget.

Why are fewer clients using the horizontal scaling method according to the video?

Fewer clients are using horizontal scaling because they are not adding as many new campaigns or ad sets unless it is for a creative test, as they are focusing more on adding new products to test and increasing budget on profitable campaigns.

What is the recommended budget increase strategy to avoid triggering the learning phase and adding instability to the account?

The recommended strategy is to increase the budget by 20% every 3 days, which is considered an aggressive approach, and only if there is a strong desire to scale rapidly.

What is the starting daily spend if the initial monthly budget is $30,000?

The starting daily spend would be approximately $1,000, based on the initial monthly budget of $30,000.

How often should creative tests be launched according to the video?

For every $11,000 a day in ad spend, there should be at least one creative test launched per week.

What does the video suggest about the importance of creative production when scaling Meta ads?

The video emphasizes that to scale profitably and sustainably on Meta ads, one must scale creative production, testing more creatives as budgets increase.

What is the role of a product that solves a problem or leans into core human desires in scaling Meta ads?

A product that solves a problem or taps into core human desires is more likely to succeed on Meta ads, as it resonates with a larger audience and can support higher scaling efforts.

What is the significance of a consolidated ad account structure when scaling on Meta ads?

A consolidated ad account structure is important for efficient scaling, as it may help avoid penalties from Facebook and allows for better management and performance tracking.

Can the provided scaling rules be broken, and if so, under what circumstances?

Yes, the scaling rules can be broken for a product or brand that is performing exceptionally well, especially during high-sales periods like Black Friday or Cyber Monday.

What are some examples of brands that have successfully scaled on Meta ads by solving a problem or tapping into core human desires?

The video mentions 'True Classics' as an example of a brand that has successfully scaled by tapping into core human desires, even though they are a t-shirt brand in a competitive market.

Outlines

00:00

💰 Scaling Meta Ads: Budget, Creative, and Product Essentials

The video script emphasizes the three critical components for scaling on Meta ads in 2024: budget, creative content, and a desirable product. The presenter discusses the necessity of a financial plan to increase ad spend and the importance of vertical and horizontal scaling strategies. A free spreadsheet is offered to help viewers manage their budget scaling. The script also revisits a previous video, highlighting a shift in client strategies towards fewer new campaigns and a focus on creative testing and profitable scaling. The recommended best practice is to increase the budget by 20% every three days for aggressive scaling, with a detailed example provided. The importance of maintaining a consolidated account structure is also stressed, with a teaser to a follow-up video for further insights.

05:01

🎨 Creative Production: The Key to Scaling Success on Meta Ads

This paragraph delves into the importance of creative production in scaling Meta ads. The presenter shares personal experiences and industry observations, emphasizing that successful scaling requires a significant increase in the number of creative tests. A rule of thumb is introduced: for every $11,000 spent daily on ads, at least one creative test per week is recommended. The script discusses the challenges of scaling production and the potential pitfalls of not testing enough creatives. It also addresses the importance of aligning the product with core human desires or solving a specific problem to ensure scalability and success on Meta ads platforms.

10:02

🚀 Scaling Stories: Real-world Examples of Meta Ads Growth

The final paragraph of the script shares real-world scaling stories, illustrating how brands have successfully increased their ad spend on Meta platforms. One example details a brand that scaled from a $90k-100k monthly budget to $500k in ad spend, emphasizing the importance of adjusting the budget increase percentage based on daily results. Another example shows a more conservative scaling approach, with a 20% increase every week. The paragraph concludes with a call to action for viewers to share their feedback and suggests the presenter's intention to increase video output to twice a week, inviting audience engagement.

Keywords

💡Budget

In the context of the video, 'budget' refers to the financial allocation set aside for scaling a business through Meta ads. It is a critical component for increasing ad spend to grow the business. The script emphasizes that scaling cannot be achieved without a proper budget, and it discusses the importance of tactically increasing the spend within the ad manager. The video provides a spreadsheet as a tool to assist with budget scaling, highlighting the necessity of a plan when increasing the budget aggressively.

💡Creative

The term 'creative' in the video script pertains to the ad content that is being used to engage potential customers. It is essential for scaling on Meta ads because it captures the audience's attention and persuades them to take action. The script mentions that not only is great creative necessary, but also a significant quantity of it. The importance of creative testing and production is underscored, with the suggestion that for every $11,000 spent daily on ads, there should be at least one creative test per week.

💡Scalability

Scalability, as discussed in the video, is the ability of a product or a campaign to grow and expand, especially in terms of sales and reach. The script introduces the concept of a 'scalable product', which is a product that people want and is capable of being marketed effectively to achieve growth. Scalability is a central theme of the video, as it ties into the necessity of having a product that can be successfully promoted through Meta ads to reach a larger audience.

💡Vertical Scaling

Vertical scaling, as mentioned in the script, is a method of scaling where the budget for a campaign or ad set is increased. This is one of the two scaling methods discussed in the video, with the other being horizontal scaling. The script notes a shift in client behavior towards less horizontal scaling and more focus on vertical scaling, especially when it involves adding new products or creative tests to existing profitable campaigns.

💡Horizontal Scaling

Horizontal scaling involves adding new ad sets or campaigns to increase the overall budget. The video script indicates that this method is less frequently used by the speaker's clients, unless it is for creative testing. The emphasis is on consolidating the account structure rather than expanding it unnecessarily, which is a best practice for scaling on Meta ads in 2024.

💡Consolidated Account Structure

A consolidated account structure, as described in the video, is a streamlined approach to managing ad campaigns where fewer new campaigns or ad sets are added unless for creative testing. This approach is suggested to avoid triggering the learning phase of ads and to maintain stability in the account. The script warns of potential penalties from Facebook for not maintaining a consolidated structure.

💡Creative Test

A 'creative test' in the video refers to the process of launching new ad content to gauge its effectiveness and learn from the results. The script suggests that for every $11,000 spent daily on Meta ads, there should be at least one creative test per week. This testing is crucial for understanding what works and what doesn't, allowing for better ad performance and optimization.

💡Product Launch Roadmap

The 'product launch roadmap' mentioned in the script is a strategic plan for introducing new products to the market over a set period. It is used to ensure that any new product launched has a high likelihood of success, particularly on Meta ads. The video emphasizes the importance of aligning product launches with the potential for success on advertising platforms.

💡Problem-Solution

A 'problem-solution' product is one that addresses a specific issue or need in the market. The video script suggests that such products have a better chance of succeeding on Meta ads because they offer clear value to consumers. The speaker shares a story about a CEO who will only launch products that are likely to perform well on Meta ads, highlighting the importance of this approach.

💡Core Human Desires

Core human desires, as discussed in the video, are fundamental motivations that drive human behavior, such as the desire for romance, money, power, and societal acceptance. The script mentions that even if a product is not strictly problem-solution oriented, it can still succeed on Meta ads if it taps into these core desires. This concept is used to explain how certain brands have been able to scale their ad campaigns effectively.

Highlights

To scale on Meta ads in 2024, three key elements are required: budget, creative, and a scalable product.

Budget scaling on Facebook ads can be done through vertical scaling (increasing budget on existing campaigns) or horizontal scaling (adding new campaigns/ad sets).

In 2024, clients are favoring vertical scaling and consolidating their ad account structure to avoid triggering the learning phase and instability.

A best practice for scaling budgets on Meta ads is to increase by 20% every 3 days for aggressive scaling, with a starting daily spend calculation provided.

A spreadsheet is offered for free to help with budget scaling, available in the description.

Creative production must scale alongside ad spend to maintain profitability and long-term success on Meta ads.

A rule of thumb for creative testing is one test per week for every $11,000 spent daily on ads.

Product scalability is crucial; the product should solve a problem or tap into core human desires for successful Meta ads.

Brands that scale significantly on Meta ads are often problem-solution oriented, offering a unique approach or speaking to a new audience effectively.

The transcript shares stories of brands that have successfully scaled their ad spend 4X to 5X in a month.

An example scaling plan is provided, illustrating how to increase spend and creative tests over time.

The importance of not only scaling ad spend but also production capacity for both the product and creative is emphasized.

A CEO's strategy for launching new products is highlighted, focusing on Meta ads success as a criterion.

True Classics, a t-shirt brand, is cited as an example of successfully leveraging human desires in their Meta ads strategy.

The transcript discusses the challenges of brands struggling to scale beyond $100K per month on Meta ads, often due to product limitations.

Two specific scaling stories are shared, detailing the strategies and results of increasing ad spend and creative production.

The video concludes with a call to action for viewers to share their feedback and suggestions for future content.

Transcripts

in order for you to scale on meta ads in

2024 you need three things number one

budget you're going to need money to

increase your spend in order to scale

your business sadly there's no way

around this number two you're going to

need great creative and you're going to

need a lot of it and number three

probably the most important you're going

to need a fabulous product that people

actually want I call this a scalable

product in this video I'm going to go

over all three of these things and

there's no fluff here so let's go ahead

and dive in budget let's talk about

budget how do you you tactically scale

on Facebook ads is there a wrong or

right way to increase the spend inside

of ads manager yes however this is

honestly the easiest part when you have

a plan I actually have a spreadsheet

that I'm going to give you for free that

is going to help out with this part be

sure to look in the description bar to

get a link to that but first I actually

want to address this video that I made

last year in this video I talk about the

two different ways that you can scale

your Facebook ads and I call this

vertical scaling and horizontal scaling

vertical scaling is simply where you

increase the budget on a campaign or ad

set and horizontal scaling is the method

of scaling where you add new adsets add

new campaigns thereby increasing your

budget by adding those additional Assets

Now one of the big things that's changed

since last here is fewer of my clients

are doing this horizontal scaling method

so they're not adding as many new

campaigns or as adets unless it is a

creative test cannot emphasize this

point unless it is a creative test and

because of this my clients that are

scaling in 2024 are doing so by adding

new products to test by adding new

creative tests and by simply increasing

the budget on what is already profitable

so sometimes they'll add an additional

advaned plush shopping campaign for a

new product or for a new offer but most

of them are trying to keep things as

Consolidated as possible and I also

heard that Facebook might start docking

advertisers who don't keep a more

Consolidated account structure so this

is really really important and if you

want to see my Consolidated account

structure be sure to watch this video

next so here is the best practice to

scaling up on meta ads in 2024 to avoid

a necessarily triggering the learning

phase and adding instability into your

account that's not really necessary you

should only increase your budget 20%

every 3 days and that's really only if

you want to scale as aggressively as

possible for instance if you're starting

at a 30k per month budget which is about

$11,000 a day this is what your budget

pression should look like if you want to

have the most aggressive approach to

scaling on meta ads so if you want to

scale as aggressively as possible you

can see here in column D I have the

percentage increase and really the most

aggressive you should go is 20% every 2

to 3 days so I have that here right now

again you can change this however you

want if you want to do 10% if you want

to do 5% just to forecast what that

could look like on your scaling journey

and then I have the starting daily spend

so because the beginning monthly budget

here is 30k per month that's going to

boil down to initially $1,000 per day

but as we start increasing you can see

the forecasted daily spend also

beginning to increase and you'll see

here oh how much are we going to have to

scale spend by that day some days it's

going to be 240 288 really depending on

how much you start scaling and something

we'll get into in a little bit as well

you have the creative tests per week and

you can see those starting to increase

and I do have a little note here that

really for every $11,000 A Day In AD

spend that is going to equal at least

one creative test per week I am going to

go more into that in just a bit but here

you can actually see hey to scale really

really aggressively if you wanted to you

could have your monthly starting budget

at 30k and then have it end with about

$150,000 per month which is a pretty

aggressive scaling plan however I have

seen this been done before now quickly I

want to show you another example of this

maybe you have a higher budget maybe

you're doing around $5,000 per day in

Daily spend but you don't want to scale

as aggressively right so we can delete a

few of these 20 maybe you only want to

increase spend once a week or so um but

it could be a little bit more intense if

oh you see results are really good or

depending on how you've seen the ad

account interact before but again you're

going to be able to see wow this is

actually what it looks like to

potentially have the scaling plan and

you can also work backwards so for

instance if you wanted to double spend

by the end of the month or by a specific

time period you can back that into

playing with the percentages in this

column there is a big caveat to this and

I will go into that later on in this

video so in the ad account it should

look like this so here we have an ad

account it's a super Consolidated

structure if you want more on that

please be sure to check out this video

below now we can see the budgets that

for everything that's on equals $11,000

and according to our scaling forecast

hey if we scale spend right here we have

to increase by $200 now I think the best

way to do that especially when first

starting off is to launch a new creative

test because it's really about getting

as many creative learnings as possible

so maybe we could launch a new creative

test doing a new ugc angle or something

like that at $200 a day and let that go

a few days later we have to increase

spend again this time by 240 now

depending on how the creatives and the

rest of that account is actually going

you're probably going to be Distributing

budget a little bit so maybe we're

seeing that this ASC campaign is doing

really well so we're going to want to

increase the budget there by 20% really

as much as possible and then depending

on how much budget you have left over

you can also scale any up any other

creative tests that are doing well or

also deduct the ones that aren't doing

as well or take it off and then

redistribute that budget into something

that's performing well or launch a new

creative test so account wide you should

really be focusing on what has the best

performance be sure to stay to the end

of this video I'm going to share a few

stories you're not going to want to miss

it now the reason why I want to share

these stories is because you can take

the best practice approach but to be

honest I've also seen Brands like 4X 5x

their ad spend in one month and they

were totally fine however I don't like

focusing in on that and sharing with you

guys ton of those stories because I

don't think it's super realistic for

small business owners because in order

to really scale you're also going to

need to scale up production on your

product and creative production and I've

run into the scenario a number of times

where we've been able to scale the ad

account but we couldn't scale up the

production in the product or the

creative production and honestly this

sounds like a great problem until you're

in it if you've ever been in it be sure

to chime in the comments below cuz I

know you're all winners which is why if

you're a brand that's just starting off

I would recommend something a little

less aggressive maybe increasing 10%

once or twice a week if you have that

capacity and I want to reiterate

especially when showing you guys the

spread sheet that you know sometimes

things don't always go according to plan

for better and For Worse all of these

rules can absolutely be broken for a

product in a brand that's crushing it

I've 2x 3x budgets overnight before and

things went really really well this is

especially for sales periods like Black

Friday Cyber Monday now I want to talk

about creative because this is the

number one thing that I see people leave

leaving out in the conversation about

how to scale up your business on meta

ads however in order to scale on meta

ads profitably and for the long term you

need to scale creative production so

essentially what this means is that

you're going to need to scale the amount

of creatives that you're testing and

putting out into the world as you

increase your budgets and I've seen a

lot of Brands and agencies finally

discussing this online the more

creatives that you put out in the world

the more likely you are to succeed and

get a winner and I do have a broad rule

of thumb for how much creative you

should be testing for a brand dependent

on the budget but again there's a little

bit of nuance here for every $11,000 a

day that you're spending on meta ads

that should equal at least one creative

test per week so if you're spending

$2,000 a day which is about 60k per

month then you should be launching at

least two creative tests per week AKA

eight creative tests for the entire

month and if you're curious about how

I'm testing new creatives on meta I do

have a video that's going to go more in

on that now of course this one creative

test per week per every $1,000 roll

there's a little bit of nuance here too

as you learned a meta ads there's always

a bit of nuance it all really really

depends on your data and your business

economics and your capabilities so let's

talk about those creative tests per week

right I said that for every ,000 of ads

spend per day that should equal at least

one creative test per week so we've

mapped out this scaling plan now let's

figure out how many creative tests this

brand brand should be making every

single week so we can see here not quite

at the $2,000 per month but maybe

they're like hey we actually can go up

to two that kind of flexibility is

totally fine maybe they want to keep it

to here but then when they get here it

can be around three but again I do think

there's a little bit of flexibility

where I actually see people messing up

on this more is where they're just

clearly not testing enough creative

which I have seen a number of times but

this rule of Thun does tend to help

Brands stay on track now I want to talk

a little bit about a product that people

actually want and I think the best way

to actually illustrate this is to tell

you about a conversation that I had

recently with a CEO who actually owns

and operates multiple Brands and

something that we were actually talking

about was the product launch road map

coming up over the next few months and

he actually said that the only way that

he is going to launch a new product in

2025 and 2026 is if he knows for certain

that it has a good chance to succeed on

meta ads and he thinks and I also think

that the best way to have your product

actually have a shot on meta ads is it

has to be actually solving a problem now

I've talked about this a little bit on

Tik Tok and on YouTube shorts and on

reals and to be honest it kind of makes

people upset when I say hey yeah your

product actually has to be solving a

problem or else you're going to have a

hard time on meta ads but it's the truth

however with that said I think that

there's always room for products that

are able to lean into a core human

desire now I think that true Classics

actually does this really really well

they were able to scale up quite a bit

on meta ads and they actually just hit

100 million customers which is crazy and

by the way they are a t-shirt brand

which you know there are many t-shirt

Brands advertising on Facebook ads and

this is not a revolutionary or new

product but I do think that the way that

they've used their messaging and their

product assortment to lean into that

those Key Human desires have really

helped them to scale up this is

something that I've heard from many

media buyers oh if I'm working with a

brand that's not problem solution

oriented really see how you can back

into the core human desires of Romance

of money and power of societal

acceptance I've seen Brands get

somewhere with that however the brands

that scale the biggest go the furthest

and have the biggest impact on a large

group of people are ones that are more

problem solution oriented it doesn't

mean that it needs to be a new

revolutionary product it could just be a

product that is doing something slightly

different or speaks to a new audience in

a better way I've seen Brands really

struggle to get past the point of

spending 100K per month on their meta

ads and often times it is The Telltale

sign of a product not being scalable

enough or the economics of it not

working out now I want to talk about

scaling stories I actually mapped out

how I remember us scaling up the

specific brand they actually only had a

monthly budget of around 90k to 100K and

by the end of that month we actually

scaled them up to 500k and add spend

profitably and the way that we did this

is every few days we'd be increasing

anywhere from 20% to 30% depending on

how good the day-to-day results were so

you can see right here oh we started

increasing by 20% but then we went to

30% we let results stabilize saw that it

was really good decided to increase

another 30% then back down to 20%

because maybe results weren't so good

and so on and so forth until we were

able to hit more of that 525k number

another one of the brands that I worked

with had a scaling story that looked a

little bit more like this they were

doing 20% they didn't want to go above

that because their ad account was a

little bit more volatile and again their

monthly budget was 30k per month so they

decided to increase spend by 20% wait an

entire week then they did it again and

they were taking a little bit more of a

gradual approach so that they could

could get to that 100 105k per month

Mark and for the creative testing it

looked a little bit more like this they

really started ramping up their creative

production quite a bit and that's it I'm

so excited to be sitting down here every

single week with you guys be sure to

leave me some love in the comments and

let me know what video you'd like to see

in the coming weeks because I am trying

to ramp up to two videos per week I am

saying it here hold me accountable um

and I'd love to have your help on that

to know what you would like to see from

me more often and I'll see you next week

cheers