The answer depends on your campaign type, stability, and how aggressively you want to scale. Here's the breakdown of both strategies:
Option 1: Increase Budget by ~20% (Slow Scaling)
Best for: Consistent, stable campaigns with good performance and low volatility
Pros: Keeps performance steady, avoids triggering the learning phase
How to do it: Raise the budget by no more than 15–20% every 3–5 days
Ideal for: Advantage+ campaigns, CBOs, and evergreen ad sets
Option 2: Duplicate and Scale Fast (Aggressive Scaling)
Best for: High-performing ads you want to scale quickly
Pros: Lets you test scaling without risking performance of the original
How to do it: Duplicate the ad set or campaign, increase budget (e.g., 2x), and let Meta re-learn
Ideal for: Testing new audiences, creatives, or when you're okay with fluctuations
Many advertisers now combine both:
Keep the original running with a small budget increase while duplicating into a new, higher-budget campaign for testing scaling behavior.
