Every few weeks, someone drops a new thread on X or writes a 2,000-word Medium post called something like “The Ultimate Guide to Scaling Facebook Ads.”

It usually goes something like:

Step 1: Start with 3 creatives.
Step 2: Test with CBO.
Step 3: Duplicate ad sets and increase budget by 20% daily.
Step 4: Scale to the moon.
Step 5: Profit.

And every time, I roll my eyes.

Because here’s what they don't tell you: there is no universal blueprint for scaling Facebook ads.

Not was one. Not ever. Not even close.

That’s why I’ll never write a “how to scale FB ads” guide...

Because it would either be full of vague generalities, or dangerously misleading.

Let me explain.

Facebook ads are not magic. They are a mirror.

A mirror for your offer.
Your positioning.
Your price point.
Your funnel.
Your retention.
And how much your market actually wants what you’re selling.

If all of the above suck, Facebook ads will just make you suck faster.

If those things are dialed in, scaling won’t feel like pushing a boulder uphill.

So when someone says “I want to scale my FB ads,” the real question is:

What exactly are you trying to scale?

A leaky bucket?
A commodity with no real edge?
A one-hit-wonder with zero post-purchase experience?

Because ads don’t fix bad businesses.

They just reveal them.

Your fb success depends on variables a thread can't account for.

Let’s say you’re selling a $20 product.
Your margins are slim. You need a CAC of $10 or less just to break even.

Now compare that to someone selling a $200 product with 80% margins and a strong returning customer base.

Same scaling “guide”?
Same CPC goals?
Same ROAS targets?

Absolutely not.

And I haven’t even started talking about CPMs, creative fatigue, funnel friction, or how well your backend monetizes email/SMS.

Trying to teach people how to “scale” without understanding all those layers is like handing someone a Ferrari and not checking if they know how to drive stick.

You’re not doing them a favor. You’re setting them up to crash.

The algorithm isn't your biggest problem - Your strategy is.

Everyone’s obsessed with beating the algorithm.
“Use this hack.”
“Duplicate this.”
“Target that.”

But most brands I see struggling with ads aren’t being held back by the algorithm.
They’re being held back by weak positioning and lazy creative.

They never found a real market gap.
They’re not selling a compelling story.
They don’t have an emotional hook that grabs attention and holds it.

So they burn through creative after creative, spend thousands testing, and wonder why nothing works.

Hint: The problem isn’t the ad account.
It’s the strategy.

There is a right way to scale - but it starts way before the ad manager.

I once scaled a brand from $0 to $1,035,100 in 31 days.

No hacks. No shady attribution tricks.
Just a powerful cause, an untapped audience, and ads that hit people right in the nut.. feels.

We didn’t start with Facebook.
We started with the market.
What they cared about. What they were missing. What story would make them stop scrolling.

Only after we nailed that, did we pour fuel on the fire.

That’s how scaling works.
You don’t force it. You unlock it.

What I'll share instead.

I’m not here to sell you dreams.
I’m here to help you build something real.

So instead of giving you a “step-by-step scaling guide,” I’ll give you something better:

1. Find your edge
   What makes your brand actually different? Not “we care more” or “our product is better.” I mean something that would make your audience rally behind you. A real cause. A real enemy. A real gap in the market.

   
   

2. Tell a story people give a f*ck about
   Your product isn’t the hero - your customer is. Show them what they can become. Make them feel something. That’s how you create memorable ads that convert.

   
   

3. Dial in the fundamentals
   Great offer. Clear positioning. Simple funnel. Solid LTV. Before you even touch the ad account, these need to be airtight. Otherwise, no media buyer can save you.

   
   

4. Scale what’s working
   Once you’ve got traction, yes - there are smart ways to scale. Budget rules, lookalike stacking, UGC cycles, etc. But that’s the easy part. The hard part is making people care enough to click.

Final words.

I love (good) ads.
I love Facebook. I’ve built brands with it.

But I’ve also seen way too many founders waste money chasing advice that was never meant for their business.

So no, I won’t write a “how to scale Facebook ads” guide.
Because what you need isn’t a guide.

You need a strategy.
One built around your market, your offer, and your story.

When you have that, scaling becomes obvious.
When you don’t, all the ad tricks in the world won’t save you.

Want help finding your edge and building a strategy that scales?

You know where to find me.