I looked at an account recently that was doing great at $40k/month. Stable CAC, decent creative performance, nothing on fire. They pushed to $100k/month and the whole thing fell apart in two weeks.
This happens constantly. And it's almost never because "the algorithm changed" or "CPMs went up." It's because the account wasn't built to hold the pressure of more spend in the first place.
Here are three things that separate accounts that scale from accounts that shatter:
Your tracking has to be clean before anything else matters
Most teams obsess over creative volume before they fix tracking. But if Meta can't clearly see who converts and what action matters most, no amount of creative testing will save you.
At a minimum:
Conversion events firing correctly on the right actions (not firing multiple times, not firing on the wrong pages)
CAPI set up and passing data back to Meta (if Facebook doesn't see it, it can't optimize for it)
Clean landing page flow: click → action → confirmation, no weird redirects
One diagnostic I use: if your cost per landing page view is over $4, something is broken in the flow. Fix that before you scale anything.
Testing and scaling belong in the same structure
One of the biggest mistakes I see is running a separate "testing campaign" and "scaling campaign," constantly moving winners back and forth between them.
Every move resets the learning. Every reset costs you money.
I run a Master ABO structure where new creatives get tested alongside proven winners in the same campaign. Facebook actually recommends this. It keeps learning consolidated instead of scattered across campaigns fighting each other for the same audience.
The rule: scale your winners where they lie. Don't turn them off to move them somewhere else. The algorithm learned something in that environment. When you duplicate or move, you reset all of that.
This alone reduces CAC volatility more than any bid strategy or audience hack.
This isn't sexy but it's the foundation. If this is broken, scaling just amplifies the problem. And if you need help, reach out, and I’ll explain this further.
Every creative dies. The question is whether you're ready when it happens.
If your system relies on "this one ad keeps working," you don't have a scalable account. You have a ticking clock.
Accounts that scale assume fatigue from day one:
Track creative by angle and concept, not just individual assets
Refresh before performance dies, not after
Have a pipeline of new concepts in development at all times
And the creative that lasts longest is built on:
Real pain points your market actually feels
Clear before/after transformation
Language the market already uses
That's why some ads run for months or years while others die in days.
💡Bonus: Your budget decisions matter more than bid tricks
If you're making budget decisions based on 48-hour windows, reacting emotionally to daily swings, and have no rules for when to push or pull back, scaling will always feel chaotic.
If your account feels fragile at $50k/month, it will shatter at $150k. Not because scaling is hard. Because there's nothing holding it together.
If you're a coach, consultant, or ecom founder spending $30k-$500k/month on Meta and this sounds familiar, let's talk.
Reply to this email or book a call. I'll tell you exactly what's breaking and what it would take to fix it.