I surveyed clients and fellow growth marketers to determine the top issues facing paid media channels right now. Scaling campaigns on Meta (Facebook and Instagram) was one of those issues that rose to the top of the list. This is likely due to businesses trying to maintain the year over year growth trends they've been seeing compared to previous years, which were accelerated by the increase in work-from-home and online browsing.

For clarity, scaling campaigns on Meta in this context doesn't just mean increasing your budget and seeing what happens - scaling means steadily increasing your budget while keeping your efficiency goals in mind. Whether you're optimizing towards cost per action (CPA) or return on ad spend (ROAS), the below techniques should enable you to increase budget and make improvements against these core key performance indicators (KPIs).

I've been in the growth marketing world for over 8 years now. I've worked with small to enterprise level budgets, across a wide variety of funnels, verticals, and businesses. These are some of the proven techniques I've used to scale my campaigns efficiently.