Fastest Way To Scale Facebook Ads In 2025

Many people have trouble keeping their results good when they try to scale and then just blame FB, and that’s just because they are doing it wrong - simple as that.

So, today I’m sharing the fastest way to scale your FB ads in 2025: It’s something I started using last Q4, and since then, I have implemented it on all of my accounts.

It’s not a beginner's strategy, so pay close attention.

Besides my ABO testing campaign, which I already covered multiple times, I have 1-3 Advantage shopping campaigns.

If you are not doing creative diversification in your ads in 2025, you are not gonna make it.

Especially with the Andromeda update.

So, here's my EXACT Creative Strategy & Creative Diversification Process Let’s first mention WHY it’s a problem if there’s no creative diversification, because there’s a 45% average drop in associated likelihood to conversion after four repeated exposures of the ad.

Because of that, everyone started preaching creative diversification on Twitter, but nobody exactly shared what that actually means.

Don't know when to:
- Turn off the ad
- What numbers to track
- When to scale
- How to optimize & troubleshoot

It's your lucky day.

I'm breaking down my go-to workflow and revealing the decision-making magic behind successful ad management. Before making any decision, I dive deep into the data.

Each client has a primary KPI, whether it’s ROAS in the ad account or MER/NC ROAS in Northbeam and Triple Whale.

That number isn't just a metric—it's my north star, and I'm determined to hit it every time.

Our internal 8-fig brand is built on Whitelisting Flywheel, and we have over 100+ influencers we run ads from.

I gathered everything I know about WL in this thread.

> processes
> tech stack
> ad account setup
> fees

You can’t get info about this anywhere else, so tune in! Until a year or two ago, all our ads were run under the Brand FB page and IG handle.

That’s how most of the brands are still running their ads. But there’s a better way to run your Facebook ads.

At this point, over 80% of our internal brand ads and 20-50% of clients' ads are under whitelisted pages.

The % varies from client to client.

Ready to scale your Ecom Brands to 7, 8, or even 9 figures?

Join me as I reveal my go-to FB ad account structure for success 🚀

It's time to achieve incredible results! Many advertisers are relying on shaky ad account structures, are impatient with their scaling methods, or are betting on a single ad.

This is your fast track to growth stagnation.

But don't worry—there’s a blueprint for simple, effective scaling!

And it’s actually super simple, and I’m using it on almost all of my clients.

From newbie to expert: how I leveled up my media buyers.

Currently handling hundreds of thousands budgets monthly.

Here's the step-by-step process I used to do it: Initially, I gave them a few courses to get familiar with the Ads Manager and the whole concept of media buying

One was from Jason Hornung, other was from Depesh

I told them to make notes for each lesson

Why?

Because that's a proven way of memorizing/learning

Unveiling the 2024 Facebook Ads Manager features recap!

This MEGA thread is your guide to mastering:
- Post ID
- DPA setup
- Custom conversions
- Manual bidding
- Attribution settings
& more!

Get ready for step-by-step instructions 👇
[MEGA THREAD] How to use post ID & asset customization

https://x.com/IstvanicMarin/status/1612508506103640065

I did over 100 FB ad account audits this year, and here are the 18 weirdest things I saw in the ad accounts

Some are funny, and some are very sad

[UPDATED VERSION] > One guy told me that his looking just today's data/results when optimizing the ad account

Basically, no wonder what's the performance previously, if it's bad today, he'll decrease the budget

People are buzzing about Advantage Shopping+ doing retargeting.

With Facebook's new "engaged audience" segment, we've now got the evidence to back it up.

Here's how you can track it for your campaigns: Until a few weeks ago, we only had an option to define the audience for the "Existing buyers" segment

In that segment I put
>purchase 180d
>Klaviyo customer synced buyers list

And I put a 0% cap for that audience because I want my ASC to go only after NEW customers

Recently...

Facebook Ad Account Breakdown #25

One of your favorite DTC brands reached out to me to audit their ad account hoping to unlock some additional efficiency in their ad account

Here's what I found:

[Apply these learnings to your own DTC brand] >Spend
Q4 highest, as expected
Q3 very low - how come?

>Video
Total metrics diluted to images, watch time could be better
For videos only, okay metrics

>Traffic
CPM highest in Q4, currently lowest - are you pushing ROW more?
Because of that CPC lowest as well, and CTR highest

Spoke to a client (Beauty Ecom store) who generated 5M in the last 2 months

Here's what we did to take them there:

1. Customer Research
2. Offer change
3. Proper ad account structure

Nothing complicated, just patience and the right strategy

Here's the full breakdown: 1) Customer Research

We checked all of their:

> Post-purchase surveys
> Ads comments
> Customer reviews

to find out why are they actually buying the product

& we used all of that data to craft our messaging, both on the website and in the ad

2023 Recap of FB Ads Tips #1

In this MEGA thread, you'll find 16 tweets about

> Unwritten FB ads rules
> FB ads mistakes to avoid
> FB ads tips & tricks
> Troubleshooting FB ads

Check this Thread library and bulletproof your FB Ads. How to avoid high CPM

https://twitter.com/IstvanicMarin/status/1669370183809658886

I did 100+ FB ad account audits this year.

Here’s the exact 6-step template I'm using every time to assess if I can find mistakes & opportunities

I analyze:
> numbers
> structure
> optimization
> testing and scaling frameworks
> funnels
> ads

[details & examples included] To do the audit I need:
> View-level access to the FB ad account and 3rd party tracker
> Target ROAS to evaluate the current decision-making process

I share our BM ID, and the client add us as a partner

If it's an agency account, they add me as an employee to their BM

5 ways to reduce CPM on FB ads

We all know some creatives or words can cause CPM to skyrocket

We did a test for a couple of angles, with the same image and audience, but different angles/copies around the product

1 - "use it at home"
2 - "money-saving"
3 - "NASA technology" The results were not shocking at all

Stating that the product uses NASA's technology caused CPM out of this world

no 1. way to lower CPM is

1. Change messaging/copy

Check what words from the copy or frames from the video could be the issue, and replace or rephrase them

Facebook Ad Tip:

A thumbnail can either make or break your ad

After testing 100s of thumbnails, I’ve found these 3 winning styles that always work and are favored by FB & users

Let's break why [examples included] 1) Close-up face

Similar to the hook of the ad, a close-up of a face works amazingly well as a thumbnail as well

I guess people are more drawn to the ad when they see another person’s face

I also found out it helps when you use a person/user that’s actually your target persona

Facebook Ad Account Audit #13

Spoke to a guy that scaled his spend 3x in just a month

He reached out asking for a new perspective on his ad account

Here's the full analysis

+ a few golden nuggets I realized from auditing his ad account Numbers

>Video

Thumb-stop started dropping, but still above average
Hold rate stable - could be better
Watch time - slightly above average

>Traffic
CPM slightly increased
CTR slightly dropped
CTR therefor dropped

> Conversion
CPA increased
ROAS dropped
AOV increased
CR drop

FB Ad Account Audit #12

A 9-fig brand reached out interested in the audit of their ad account

They scaled to $20,000 a day but wanted to squeeze some extra juice from their current setup as their frontend metrics started dropping

I identified WHY & provided 3 scaling tips: General numbers

> Video

Big drop in all metrics

The hook rate dropped + it’s currently below the average

The hold rate started dropping & it's now below the average

Watch time way below the average

> Traffic

CPM obviously highest in Q4

Now CPC increased cause CTR dropped

Facebook Ad Account Audit #11

A potential client with $100k/mo ad spend wanted to increase the efficiency of his ad account.

Here's my complete breakdown of his mistakes and opportunities: General numbers:

> Spend consistent around 4k except April & May

scaled during that period because of seasonality

> Video

Thumb stop dropping, but still above the average

Hold-rate dropping, now it's below the average

Watch time average

To date, I’ve spent over $100m on FB ads and launched thousands of ads for our clients and internal brands

Here are the 3 simple yet effective FB ad styles to lower CPM and 3x user engagement:

[Super simple to recreate] 1) Stop-motion videos

WHY it works: Gamification

Users are trying to capture a perfect moment in the video

FB counts it as an engagement, which can result in a lower CPM

How to scale your FB Ads?

Here's my FB ad account structure for the most effective scaling DTC brand

I covered everything step-by-step

> requirements
> ads
> audiences
> account structure
> bonus strategies

I used it to scale multiple 8 and 9-fig stores

[Bookmark it]





In order to even scale we need 2 things:

1) good trend of results under the KPI

e.g. 3 consistent days with healthy MER and ROAS

2) 2-3 winning creatives

ads that are generating a significant number of sales under the target CPA

If both conditions are fulfilled, I then...

FB Ad Account Audit #10

Spoke to a guy that scaled his FB spend 6x since Q4

He reached out interested in the audit, as he felt there's even more room to increase efficiency

Check what mistakes and opportunities to scale it harder I found in his ad account audit: General numbers:

> A massive increase in spend - great

> Thumb-stop around average, hold rate good, watch time good

> Cpm highest in Q4, now rising again, As well as CPC, CTR stable

> CPA improved, AOV pretty stable

> ROAS over the target with ROAS, why not scale more?