How to Run the Best Ads on Facebook

January 13, 2026•7 min read

“SCALER is the best framework you can use for running Facebook ads. It's a requirement in 2026.” - Elias Davis, Affilicademy

The Best Framework For Successful Facebook Ads in 2026.

6 marketing agencies, hundreds of thousands in monthly ad spend, and all of them were making the same mistakes. I worked in marketing agencies for long enough to find the problem.

My main job was client management, which meant cleaning up after the person who came before, creating a SOP for the management process, and attempting to drive the best results within my limitations.

The pattern became apparent while I was working with the fifth agency, which has since gone bankrupt and been sued into oblivion.

The agency would send me a client who they sold for $5,000+ monthly, and tell me to hire a UGC creator from fiverr with a budget of ~$750. They would film a few videos, and then I would run ads.

The problems arose when people realized they needed many many more creatives for it to be successful. The agency would blame Meta, blame the creators, blame me.

The reality is they needed more testing. That meant more effort, or more money. Neither they were willing to spend.

So, I built SCALER throughout my time, which gave a concrete way to know how many creatives they should be testing, and why, based on their stats and desired revenue.

And, I built the system to produce hundreds of creatives per week, and fulfill it.

Here is that system.

What is a Winning Ad?

This was a core question I needed to answer, and it came from a client who was running about $40,000 in profit monthly. We just could not get their ROAS to scale, because their ads would stop performing after ~$1,500 per day. We were stuck.

We knew creative fatigue wasn't the issue (as much as we wanted to blame it) but it was an issue of levels of awareness.

Facebook attempts to show your ad to the most profitable audience first. These are people who are product aware. Then, it moved up the levels of awareness, as much as your budget can sustain.

We were stuck because we didn't have the testing size required to move up the levels of awareness and actually scale advertising.

Levels of awareness in digital marketing on facebook ads

So I needed a different solution. A cleaner one, and one that did not need me to re create a funnel from scratch.

A winning ad is any ad that helps you get to where you want to go. Generally, that means profitable. But that isn't all you need.

How do you Scale Your Ad Budget on Facebook?

I started running tests across my own personal dropshipping store.

I was specifically looking for ways to increase total campaign budget, not just one ad.

There are two ways you can increase your campaign budget on Facebook.

One, I could decrease the intended level of awareness on the ads, as seen on the image below. In this case from product aware to solution aware.

An example of product aware advertising vs solution aware advertising.

These are current ads that I have ran for Affilicademy in the past. The solution aware ad, featured on the right, sustained a higher daily budget than the one on the left.

This is because there are more people who want guaranteed marketing results than there are who know about Affilicademy's offer.

The second way you can increase your campaign budget is through iteration and scale.

Here is what I mean. When you scale advertising, instead of creating higher level ads, which require extensive lead nurturing and generally have a lower ROAS in the first 30 days, you can just run a lot more ad examples.

If you have a total campaign budget of less than $5,000 per day, iteration is easier.

"If you can do more, do more first." - Alex Hormozi.

Iteration is doing more. You take what is working, tweak it, and run it as a new ad. An example of some variables I test:

The person saying the ad script
The first 3 seconds as the hook
The color of the background
The product or offer specifically showcased
The text on screen

And many many more.

You can test nearly infinitely. For example, if you try 3 offers, with 2 fonts, 3 colors, 4 different scripts, and 5 people who say each script, you have 360 different potential creatives already.

That doesn't even begin to go into ad formats.

With this, you need to consider your ad capacity. Your ad capacity is the maximum budget that one winning ad ("winning ad" defined here as profitable) can sustain for at least 7 days.

If your winning ads are product aware, its likely they can only sustain a few hundred dollars a day in spend. This means, to hit the $5,000 mark, you likely need 20-30+ winning ads at any given moment.

This is what I learned after working with my own store. I didn't have the margins or funnel required to lead nurture, so I had to make an absolute ton of creatives.

This is where I started developing SCALER.

So far, I had "Success" which was what a winning ad was for me, I.E. profitable.

and I had "Ad Capacity" which was the total budget winning ads could spend.

I needed more to roll this out to all the clients.

What is an Advertising Hit Rate?

During the testing I ran, I had a 45% success rate with ads, but my sample size was only 50 tests. Thats not really enough to know anything.

So, I asked one of my clients if I could pay for all the costs to test the ads for their account.

They, obviously, said yes.

So I did another batch of advertising testing with them. Their success rate was only 26%.

I needed more data.

It turned out that the success rate I got with advertising ranged from 25% to about 50%. That wasn't a specific enough number for me, so I created a variable in the equation.

"Hit Rate" which is effectively your success rate.

For reference, if you need 30 winning ads, and have a 25% hit rate, you need to test 120 ads to get to your desired budget.

I was finding the reason why agencies were collapsing and offers didn't work. If you only make 10 creatives per month, you were nowhere near the level of testing required to have data.

How Important is it to Test Facebook Ads Well?

Keep in mind, testing is not just running ads. Its variables, consistency, rules, and clear desired outcomes.

I have watched people panic because months were inconsistent.

Making a new ad copy under pressure of time.

Client churn rate and reviews on the floor because they weren't able to drive consistent, good, and sustained results.

But the unpredictability wasn't because of Facebook. It was because they didnt have a methodology that worked.

It was the absence of structured iteration.

SCALER was complete by now.

Define "Success" (I.E. profitability)

Track your "Conversion Rate" (hit rate)

Track "Ad Capacity" (the budget an individual ad can sustain)

Assess your "Level of Spend" (how much your budget is)

Calculate the "Execution Volume" (how many ads to test)

Then, "Repeat" (based on how long your ads last before dropping in effectiveness)

Thats it. The SCALER system was done.

But I wasn't able to roll it out to clients. It was to expensive. SCALER cost's me thousands for every single client I wanted to do it with. I was tens of thousands in the hole just to create the system.