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"Ad Scaling" Automation (Scale)

The "Ad Scaling" automation continuously monitors the performance of your actively running ads. If an ad delivers outstanding results, the system automatically clones it into a scaling campaign specifically maintained for this purpose. This way, you can automatically amplify your most successful "winning" ads and support them with a higher budget, without having to manually analyze statistics and duplicate campaigns. This method allows you to automatically boost your most successful "winning" ads with more money, without constantly poring over statistics or manually copying settings.

Step 1 - General Settings​

Automation Name​

The automation name helps with clarity. This is the name displayed in the automations list, and it also serves as the starting point when generating the campaign name. Choose a clear, descriptive name (for example: "Summer Sale - FB - Traffic").

AI Assist 🤖​

Infinite∞Ai acts as a built-in safety net to ensure ads with expired content are not scaled. You can read about the feature on the following page:

Notifications and Activity Management​

In this section, you can configure how autonomously the system operates. You can specify team members who receive email notifications about successful actions, or by enabling Activity Management, you can require human approval for the automation's steps.

If you enable approval, the system will not launch any ad until someone on the team has accepted it. You can read more about how the approval process works on the Notifications and Activity Management and Waiting List pages.

Ad Account​

Select the Meta ad account in which the ads will run. If you manage multiple accounts, this setting is critical: billing and campaigns always belong to the selected account. The ad account cannot be changed after the automation is created.

Operating Area​

The "Ad Scaling" automation does not monitor the entire ad account — only the ads created by the selected "Ad Creation" automations. You need to select at least one such automation.

The scaling campaign is created with exactly the same campaign objective and special ad categories as the campaign associated with the selected automation — you don't need to set this separately, the system inherits it automatically.

If you want to select multiple automations at the same time, they must have the same campaign objective and special ad categories — the system only allows such combinations to be selected.

Filters​

Here you can specify exactly what content the automation monitors and when to take action:

  • Post type: You can narrow down the format of posts to be processed (e.g., only Instagram Reels, or exclude albums).
  • Condition set: The conditions for triggering the automation (e.g., organic reach, number of likes, post age). When these metrics are met, the system performs the configured action.

You can find the detailed description of filters and the list of available fields and operators on the Filters and Condition System page.

Practical examples for "Ad Scaling" automation:

  • "ROAS > 3.0 in the past 7 days" - only scale ads that show at least a 3x return.
  • "CPA < $5 in the past 14 days" - when the cost per result is below an acceptable threshold.
  • "CTR > 2% in the past 7 days" - ads showing a high click-through rate.

Step 2 - Campaign Settings​

Campaign Name​

Based on the automation name, the system automatically generates a campaign name, which by default starts with the [Infinite.ad] prefix. You can set a custom name prefix to more easily identify campaigns in the Meta Ads Manager.

Budget (Optional)​

In this step, you have the option to enable the campaign-level budget (Advantage Campaign Budget). If you enable this, you need to provide the daily or lifetime amount here, which Meta's algorithm will automatically distribute among the best-performing ad sets.

When setting the budget, you can choose between two types:

  • Daily budget: the maximum amount to be spent on a given day. Meta manages the budget day by day.
  • Lifetime budget: the maximum amount to be spent over the entire campaign run.

You can read more about how campaign-level budgets work in Meta's documentation.

Important: This setting is optional. If you don't choose a campaign-level budget here, you need to provide the budget per ad set in the next (step 3).

Step 3 - Ad Set Settings​

Ad Set Name​

You can generate the ad set name using dynamic macros. The default template includes the date and a portion of the post text, so you can clearly identify each created ad set.

Budget​

If you did not enable the campaign-level budget in the previous step, here in step 3 you must specify how much money (daily or lifetime budget) you want to allocate to each created ad set.

When setting the budget, you can choose between two types:

  • Daily budget: the maximum amount to be spent on a given day per ad set. Meta manages the budget day by day.
  • Lifetime budget: the maximum amount to be spent over the entire campaign run.

You can read more about how ad set-level budgets work in Meta's documentation.

Tip - Max active ads: Optionally, you can also specify here the maximum number of active ads that can run from this automation at the same time. This is an extremely useful safety limit: it prevents too many ads from launching in case of a sudden post flood (when many posts meet your conditions at once), which would exhaust your budget too quickly.

Besides the name and budget, all other ad set settings — audience, placement, optimization goal — automatically match the settings of the original ad set of the ad being scaled. You don't need to set these separately.

Step 4 - Ad Settings​

Managing the Original Ad​

When an ad is cloned into the scaling campaign, you can define what happens to the original:

  • Keep original ad - the original ad continues running; the same creative appears simultaneously under the original ad set and the scaling campaign.
  • Automatically stop original ad - the system stops the original ad simultaneously with the scaling, so the same ad creative doesn't consume both budgets.

Ad Creation Method​

You can define how the winning ad enters the scaling campaign:

  • Copy original ad - the system creates an exact copy of the ad with all original settings.
  • Create new ad creative: Infinite∞Ad creates an independent ad creative from the post's content; interactions occur on the ad, not on the original post.

For Engagement campaign objectives, only the Copy original ad option is available.

AI-Based Ad Creative Generation ✨​

When choosing the Create new ad creative mode, Infinite∞Ai can automatically produce up to 5 different ad variations from a single post — without human intervention. From these, Meta's algorithm selects the best-performing version based on real performance data. You can learn more about this feature on the Ad Creative Generation page.

Meta Advantage+ Creative Features​

By enabling Advantage+ creative features, Meta can automatically optimize the visual elements of your ad: brightness enhancement, aspect ratio adjustment, text placement modification, etc. Enabling these is recommended if you trust Meta's optimization; disabling them is appropriate if you want to maintain a precise brand image.

Advantage+ Creative features are only available when you have selected the "Create new ad creative" option as the ad creation method.

You can read more about Advantage+ Creative features in Meta's documentation.

Custom Call-to-Action (CTA) Button​

This block only appears in Create new ad creative mode, and can be optionally enabled. If enabled, you can override the original ad's CTA settings and set your own button for the scaled ad.

Tip - Smart URL feature: If the post you want to advertise already contains a link in its text, enabling the Smart URL feature will cause the system to automatically detect it and use it as the CTA button's destination. You can read more about the feature on the Smart URL Feature page.

If you have delegated the CTA button type selection to the AI, the button type cannot be selected manually.

You can read more about call-to-action buttons in Meta's documentation.

With site links, you can add extra links below your ad that point directly to specific pages of your website (e.g., specific products, categories, offers). This increases the clickability of the ad and helps users reach relevant content faster.

The feature is only available in the "Create new ad creative" ad creation mode, and only for campaigns using eligible campaign objectives.

You can read more about how site links work in Meta's documentation.

URL Parameters​

With URL parameters (e.g., UTM tags), you can distinguish advertising traffic from other traffic sources in your analytics system. You can also use dynamic macros among the parameters. For example: utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}.

You can find details about the usefulness of URL parameters in Meta's documentation.

The Automation Is Inactive by Default

After creation, the automation is saved in inactive state by default — it does not start working immediately. To start the automation and have it perform its task, you need to activate it.

You can read about activating and deactivating automations on the Automation Details page.