Scaling Facebook Ads Like a Pro in 2025
Professor Charley T reveals the best ad formats to scale your Facebook Ads depending on your goals. Advertisers often make the mistake of focusing only on ROAS, but true scaling comes from balancing volume and efficiency.
Scaling Volume with Video Ads
Video ads are the best format to reach new audiences. They introduce your brand to people who don’t yet know you, keep CPMs lower, and build familiarity through storytelling. Videos fill the top of your funnel and drive awareness efficiently.
Scaling Efficiency with Static Ads
Static image ads are better for warm audiences and conversion campaigns. They appear in more placements, deliver higher frequency, and target users who are already in-market. While CPMs and frequency are higher, conversion rates are also stronger—making static ads perfect for efficiency.
Combining Both with Catalog Ads
Catalog ads allow Facebook’s AI to show the right product to the right person at the right time. They work across cold and warm audiences, never fatigue, and scale around consumer intent. This makes them one of the most reliable ad types for consistent growth.
Key Lessons for Scaling
- Use video ads to grow audience volume and brand awareness.
- Use static ads to maximize efficiency and drive conversions from existing demand.
- Leverage catalog ads for a balanced approach that scales both volume and efficiency.
- Don’t rely on a single winning ad—build a portfolio of ads for stability and long-term scaling.
Scaling like a pro means building a team of ads that cover different parts of the funnel, rather than burning out a single winner.