How To Scale your Facebook ad spend from $400k/mo to $1.2 mln/mo

Ok, you can ask how the hell have we scaled it to $400k/mo at the first place. And I wrote a post about it earlier. So you probably want to read it first if you haven’t.

So long story short — we grew from 0 to $400k in a year and it was quite rapid growth. Keep in mind that we only increase our spend if it’s ROI-positive. And then we stuck. We had a plateau for 3 months and we couldn’t figure out how to grow further. And one of the things that became a game changer for us was so obvious that it still hurts me.

But let me put some context first: we all know Facebook is very volatile if you run e-comm (it’s easier with apps). It can gives you a good result one day and then a complete opposite to another. And it works on all levels: ads, adsets, campaign, ad account. You struggle with it, you’re looking for stability, you think you can outsmart it — but it always works the same. So you’re trying to optimize and you finally have an ideal result and everything looks good and then suddenly it got destroyed. And this struggle blinds you.

The trick is not to fall into micromanagement. Volatility is the second Facebook name. Just make a step ahead. When you look at adset level — they fluctuate HARD every day. When you look at an account level it also fluctuates, but less. BUT when you look at…