Question

I have a Question regarding scaling if anyone can provide inside. If you have an ad performing well (frequency 1.03 and CTR 4%) and advantage plus campaign with very large audience. I have already duplicated campaign and now I’m thinking instead of going from $100 a day and increasing every few days by 15% why wouldn’t I just increase it to $1000 a day? From what I learnt so far it seems like the only down side is that you go into learning for 2 days but why is that such a bad thing? I’m just trying to understand the benefits of slowly increasing vs a big jump … I keep increasing and it’s stable but taking a bit too long.

Answer 1

Scaling from $100 to $1000/day all at once can trigger performance issues because Meta needs to relearn how to spend that larger budget. This can lead to higher CPAs and unstable delivery. The learning phase isn’t just a 2-day pause—it’s a period where your ad may be shown to less efficient audiences.

Gradual scaling, on the other hand, helps maintain consistency and keeps the algorithm optimized. If you're eager to test higher spend, duplicate the campaign and run it at $1000/day separately—this way you protect your current results while testing scale.