Optimizing and Scaling Your Campaigns

In this sixth video from our Social Advertising for Franchises 101 series, we’re diving into one of the most important parts of advertising on Meta: optimizing and scaling your campaigns. This is where you take what’s working — and make it work even more.

The first rule of optimization is simple: don’t guess—use your data.

Open your Flamel.ai Analytics dashboard or Ads Manager and look at your campaigns side by side. Focus on your key metrics: results, cost per result, and result rate. Identify which ads are bringing in the most conversions and engagement. Those are your foundation.

Keep your high-performing ads running and build around them. For ads that aren’t performing well, pause or adjust. Try updating the image or video, tweaking your copy or call to action, or refining your audience before shutting anything down completely.

Ad fatigue is real—especially for local audiences.

If your click-through rate drops or your cost per result rises, it’s time for a refresh. Swap in a new image, rewrite your copy, or introduce a fresh offer. You don’t need to reinvent the wheel—just make small, attention-grabbing updates.

If you’re using dynamic creative, Meta will show you which versions perform best so you can double down on what works.

A/B testing (or split testing) is your secret weapon for improvement.

Test one element at a time—like audiences, headlines, or creative formats—to see what performs better. After a few days, keep the winner and move forward. These small learnings add up over time, creating major gains in efficiency.

Once you find a winning ad, it’s time to scale. You can do this in two ways:

1. Gradual budget scaling – increase your daily budget slowly (10–15% at a time) to give Meta’s algorithm time to adjust.

2. Horizontal scaling – duplicate your best-performing ad sets and target slightly different audiences or locations.

   
   

For multi-location franchises, replicate success across areas while localizing details like city names and offers.

At the end of the day, your goal isn’t clicks—it’s conversions.

For franchises, that might mean local leads, store visits, or online orders. Track your cost per result and return on ad spend closely. If those numbers stay healthy as you scale, you’re doing it right.

Optimization isn’t a one-time task—it’s a rhythm.

Check your campaigns a few times a week, make small adjustments, and track trends. Over time, you’ll understand which creatives and audiences perform best, helping you run ads like a pro.

In the next video, we’ll dive into Meta Pixel and conversion tracking, showing you how to tie your ads directly to leads, sales, and in-store visits.