Hospitality Digital Marketing Strategist and Trainer


Digital marketing is constantly changing. That’s why I’m here. In this blog, you’ll get access to relevant content re digital marketing to help you succeed online.

How to scale paid traffic campaigns in Facebook

Scaling Facebook Campaigns.jpeg

Are you interested in taking your ad campaigns that are converting and scaling them to greater heights?  

Here are 6 steps that will help you do just that:

1.  Create avatars for your target customers

An Avatar is a profile of a person who would be interested in your message.  Figure out WHO these people are, and what their pain points may be (the problem(s) they’re looking to solve). Think about what they would be interested in and what pages they would follow on Facebook.

You need to create a SPECIFIC Avatar for each ad offer. 

2.  Identify the hook

The Hook is the message of your offer. The WHY that people should want to buy this offer.

If there isn’t a Hook for your offer, you’re really going to have a hard time getting people to act on your call to action.

You need to explain the benefits and the value of your offer ... in order to sell it.

So how do you come up with a Hook that conveys value?

3.  Write your copy

You have your Avatar mapped out and you have created the hook.  Here’s where you’ll write a congruent message match.

Write copy that corresponds to BOTH the Avatar and the Hook. This will help you create powerful, segmented ads that will speak to a particular Avatar using a particular Hook instead of writing a broad ad that will miss.

4.  Create or outsource your ad creative

Your Ad Creatives are images, graphics, videos, etc. that you make for your campaign.

What’s important about the Creative is that it depicts your Hook – which is your marketing message.

Your goal is to make a Creative that backs up the copy and the message of the ad. This will make for a strikingly powerful ad. You’re going to want to make a Creative for EACH Hook.

What image will represent your Hook? How do you find that? Each Hook will have keywords or phrases that relate to it. In Google, do a search query for each Hook’s keyword. You’ll see the top images that are associated with that query, which will give you inspiration for your Creative.

5.  Compile your results

Once you’ve completed your research on your Avatars and Hooks, written your copy and produced your Creatives, it’s time to launch your campaign.

After about five to seven days of running your campaign, start analysing your results.

Determine what your success metric for your campaign will be: ROI, Cost Per Acquisition, Cost Per Lead, Cost Per Click. This will depend on your type of business.

6.  Scale

You’ve found a successful converting ad, now what?

You could just beef up that campaign’s budget on that particular platform and call it a day … or you could go beyond and further your success.

Have a look at which Avatars that are responding, Hooks that are converting, and the intersections between the two.

Look at what Avatars your campaign worked best for – what Hook(s) they responded to.

You can take that information, and apply it across the Internet from Facebook. What are other platforms does that Avatar “hang out” on?  Go and find them there too.

Need help creating or scaling campaigns for your business?  Book in a session with me by emailing me at

Kym Bolger