Q. What is vertical scaling and horizontal scaling in Facebook ads, give an example to elaborate your explanation? Ans. Vertical scaling means to increase the ads budget, usually I increase the ads budget when ads are not going to perform well, after crossing the learning face then i decide to increase the ads budget, if I see the ads are performing well then I do not go to the vertical scaling option, Horizontal scaling means create new ads set, which I did forcefully for the real estate client, and generated few leads but I always prefer video ads instead of carousel or image ads. Yes you can say I can create two video ads but when I get desired leads with one video ads then why should I go to the second video ads set or a-b testing ? If I full fill the client expectations then no need to do anything with the running ads because when you edit the existing ads set then Meta will send the existing ads to the learning face again.