The Facebook Ads Scaling Framework That Grew a Brand 400% in 90 Days (Sam Piliero)

Scaling an eCommerce Brand with Facebook Ads

Sam Piliero reveals the highest-performing ads strategy he’s ever used — scaling a Shopify brand by over 400% in one quarter (90 days) using only two campaigns. The method centers on net new customer acquisition, rigorous creative testing, and a disciplined graduation process for top ads.

Step 1: Prospecting CBO Campaign

Launch a CBO campaign exclusively targeting new customers (exclude all existing & engaged audiences).
Structure ads in creative packs — each new creative belongs to a unique pack, ensuring clean data learning.
Distribute spend continuously across the best-performing creatives without resetting learning phases.

Step 2: Scale Campaign

Create a basic Advantage+ Shopping (ASC)-style campaign.
One ad set, one broad audience, exclusions applied for past buyers.
Only the top-performing ads from the prospecting campaign are placed here.

Step 3: Identifying Winning Ads

Sort all ads by spend in Ads Manager.
Enable Incremental Attribution reporting to identify ads driving net new customers, not just repeat purchases.
Pick ads performing above account averages in ROAS or CPA.

Step 4: Graduation Process

Every 2 weeks, graduate top ads into the scale campaign using a hard duplicate with engagement & social proof preserved.
Never pause high-performing ads elsewhere in the account — allow multiple placements to run in parallel.

Step 5: Iteration Strategy

Instead of micro-changes (fonts, colors), Sam advises big-swing iterations on core ad elements:

Swap out headline and on-screen text with bold, different hooks.
Change the model/actor while keeping structure identical.
Test different product versions, colors, or angles.
Experiment with wide vs. close-up framing.

In Sam’s case study, two iterations alone drove 75% of spend in the scaling campaign and returned nearly 2x ROAS.

Step 6: Aggressive Scaling

Once winning ads prove consistent above target ROAS, increase spend aggressively. This client doubled ad spend and saw proportional revenue growth, proving that aggressive scaling (not incremental 5–10% increases) was the key to 400% business growth in one quarter.

How Aimerce Enhances The Facebook Ads Scaling Framework That Grew a Brand 400% in 90 Days (Sam Piliero)

How Aimerce Elevates This Scaling Framework

Sam’s framework relies heavily on clean data, new customer tracking, and precise ad graduation. This is where Aimerce adds an extra layer of power.

Aimerce Benefits

Accurate New Customer Tracking – Prevents misreporting of returning buyers as incremental conversions.
Incremental Attribution Support – Feeds Meta higher-quality event data, helping identify true new-customer-driving ads faster.
Faster Creative Validation – By enriching events, Aimerce shortens the learning phase, making creative packs stabilize more quickly.
Iterative Ad Intelligence – Highlights which creative elements (hook, model, product variant) are statistically moving the needle.
Scaling Confidence – Provides revenue + profit clarity so brands can double down aggressively without fear of margin erosion.

By combining Sam’s scaling playbook with Aimerce’s enriched attribution, brands can scale new-customer acquisition more confidently and profitably.