Once you identify a winning ad set or creative, this lesson covers how to scale it properly — gradually increasing budget (typically no more than 20-30% every few days) rather than making sudden large jumps, which can reset the learning phase and hurt performance. It also covers horizontal scaling, such as duplicating a winning ad set to test new audiences, and techniques for reducing costs on underperforming ads, like refreshing ad creative (to combat “ad fatigue”) or tightening audience targeting.