Before, we’d test in a manual campaign, and when something popped, we’d push it into an Advantage+ scaling campaign. But with the Facebook Ads changes, there’s no longer a clean line between testing and scaling campaigns. It’s all part of the same system now.
Instead of having a separate Advantage+ scaling campaign, Meta is shifting toward a unified campaign structure where Advantage+ behavior is triggered based on how you build the campaign. That means scaling is no longer about “moving ads to a different campaign” - it’s about building a smarter campaign from the start.
What you should do now is:
1) Build a core scaling campaign using campaign budget optimization (CBO)
This is where you duplicate your top-performing ads (from your testing campaign). Still, under broader settings, there is no tight targeting, exclusions added as needed, and solid creative that’s proven to convert.
2) Leverage multiple ad sets inside that campaign
Meta now lets you run multiple ad sets in Advantage+. This means you can group your top creatives by audience type, funnel stage, or performance level and test them against each other without leaving the campaign.
3) Use exclusions instead of segmentation
With custom audience exclusions now allowed in Advantage+, we’re not segmenting as heavily into different campaigns. Instead, we scale ads within the same structure and use exclusions to keep the targeting clean (no overlap with retargeting, purchasers, etc.).
So, the short version? You’re not scaling “into” something new; you’re scaling “inside” a more flexible framework.
Campaign structure is less about strict stages now and more about dynamic setups that evolve as data comes in. This change isn’t bad - it’s just a different mindset. Less linear, more modular.