How to Copy This Facebook Ads Strategy for Growth

Transcript

This is the single highest performing strategy I've used to scale a business significantly in just one quarter. That's just 90 days. So, what I'm going to show you in this video is the exact step-by-step process for how we developed this framework, how you could actually implement it into your brand. And I'm going to give it to you all by showing y... Read More

Key Insights

• New customer focus is achieved by excluding existing customers and engaged audiences.
• Incremental attribution helps identify ads that truly drive new customers, not just volume.
• Top ads are graduated into the scale campaign through a controlled duplication process.
• Graduation should be performed every two weeks to keep the scaling pool fresh.
• Scale campaigns must only include the best performing ads to avoid algorithm confusion.
• Social proof is preserved by duplicating with existing reactions and shares when moving ads.
• Iterations should modify core ad elements rather than wholesale changes to measures impact.
• Ad spend discipline is crucial; do not pause other high performers as it can hurt the account.
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Questions & Answers

Q: How can I start using a new customer focused prospecting campaign?

To start, create a prospecting CBO campaign that excludes all existing customers and engaged audiences. Use a broad target and one top performing ad set to learn which creatives drive incremental new customers. Monitor incremental attribution to identify the ads that add new buyers, not just engage existing ones.

Q: What is incremental attribution and why does it matter?

Incremental attribution shows which ads contribute to new customers when measured against a baseline, isolating true incremental impact. It matters because it helps you understand which creatives actually grow your customer base rather than just increasing overall activity. This insight guides budgeting and graduation decisions.

Q: How do you identify top ads for scaling?

Identify top ads by looking at high spend and below average cost per purchase, then evaluate incremental ROAS. Ads that generate more incremental new customers at a better cost are prime candidates for graduation. Use attribution windows to reveal which ads drive repeatable growth rather than one-off wins.

Q: What is the graduation process in this method?

The graduation process involves hard duplicating the best ads into the scale campaign, ensuring social proof from existing reactions carries over. Do this every two weeks for the top performers above targets. This keeps the scale pool lean and focused on proven winners, reducing algorithm confusion and maintaining performance.

Q: Why is social proof important during graduation?

Social proof signals the ad’s credibility to the algorithm and users. By duplicating with existing reactions and shares, you transfer social engagement history to the new placement, helping the algorithm allocate budget to ads with proven social signals. This continuity supports consistent performance in the scale campaign.

Q: How should the scale campaign be structured?

The scale campaign should be a traditional one ad set, 100 percent broad, with only top performing ads. Use either campaign budget optimization or ad set budget, and apply a 7-day click, 1-day view attribution window. Exclude existing customers to keep the focus on new buyers and ensure the budget compounds on proven wins.

Q: What role do iterations play in scaling ads?

Iterations expand on a high performing concept by modifying core elements like the main on screen text or callouts, rather than just background changes. This approach tests how different messages affect performance while preserving the core offer. Iterations help discover the most effective presentation without destabilizing the winning ad.

Q: What caution should you follow when scaling ads?

Do not disrupt other ads by pausing or changing them too aggressively. Keep multiple high performing ads active and only move the top performers into the scale campaign. This avoids harming the overall account learning and ensures the scale campaign spends on genuine winners, driving better long term ROAS.

Summary & Key Takeaways

• The strategy emphasizes targeting 100 percent new customers by excluding existing and engaged audiences, ensuring fresh acquisition.

• It shows how to identify top ads using incremental attribution and spend data to graduate them into a dedicated scale campaign.

• It explains a disciplined graduation process with hard duplicates to preserve social proof and maximize ROAS during scaling.