Optimization & execution (October)

Scale when ROAS is stable, CPM is low, CTR is high; stop when CPM increases, CTR decreases, frequency >4. Reduce CPM and cost/lead with new creative, short videos, lookalikes, small tests before scaling, change content every 3–7 days.
 
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karickonline said:
Scale when ROAS is stable, CPM is low, CTR is high; stop when CPM increases, CTR decreases, frequency >4. Reduce CPM and cost/lead with new creative, short videos, lookalikes, small tests before scaling, change content every 3–7 days.
Click to expand...
I see, your suggestion is great, I will try it with my campaign.
 
Test multiple camps, monitor continuously, increase cheap camps, reduce expensive camps, scale gradually.
Always test multiple creatives, avoid increasing budget too quickly.
 
Noona Agency said:
Hi Noona.
How do you know when to scale ads, when to turn them off?
How do you usually handle unusually high CPMs?
From your experience, what is the most effective way to reduce the cost per message / lead?
How often should you replace images / videos to avoid “ad fatigue”?
Let’s discuss...
Click to expand...
Increase budget when ads are stable after 2-3 days, turn off when efficiency decreases. High CPM optimizes creative and audience.
 
For me, I scale only when I see consistent results over a few days. If CPMs spike, I usually test fresh creatives first before touching targeting. I focus on making the funnel as simple and swapping images or videos every 1 weeks works best in my case.
 
Think of scaling like fine-tuning an engine: run many small tests, fuel the best performers, and cut off what drags you down. Grow only when the data runs smoothly, and if CPM climbs, sharpen your targeting and refresh your creative. Keep ROI as the compass, not just raw costs. To lower CPL, lean into UGC, quick-hit videos, and smart retargeting, and swap out creatives often enough to keep attention alive.
 
Hi Noona. I usually scale once performance is stable for a few days, and cut back if CTR or conversions start dropping. High CPMs? Fresh creatives + testing new audiences normally fix that. A/B testing is also crucial for lowering lead costs. Have a good day!
 
Start by testing multiple campaigns, then scale the winners slowly while cutting back on those with poor performance—avoid ramping too fast or Facebook will force extra spend. If CPA rises above target, pause; if CPM climbs, adjust audience and creatives to protect ROI.
 
lightningen said:
Hi Noona. I usually scale once performance is stable for a few days, and cut back if CTR or conversions start dropping. High CPMs? Fresh creatives + testing new audiences normally fix that. A/B testing is also crucial for lowering lead costs. Have a good day!
Click to expand...
Your suggestion is very good, I am also setting up such campaign, have a nice weekend
 
Scale like engine tuning: nurture good camps, abandon weak ones, only expand when data is stable. High CPM then optimize target, creative; focus on ROI, use UGC and retargeting to reduce CPL.
 
We don't increase the campaign budget to scale, we immediately launch a campaign with a larger budget so that she learns how to work with it. Well, the same way, scaling works most often for us through advertising cabinets, we just run one advertisement on 3-4-5 advertising cabinets.
 
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