When and How to Scale Campaigns
Once your campaigns are stable and delivering consistent results, the next challenge is growth. But scaling too early - or too aggressively - can tank performance. This chapter explains how to recognize the right signals for scale and the methods that allow you to expand while protecting profitability.
Key Points:
- Scale only when you have stability: consistent ROAS or CPA for 2β4 weeks, at least 15β30 conversions per week, and minimal wasted spend;
- Vertical scaling means increasing daily budgets by 10β20% increments, allowing algorithms time to adjust without breaking performance;
- Horizontal scaling means expanding reach by creating new campaigns, testing new geos, separating branded vs. non-branded, or exploring fresh audience segments;
- Creative scaling is just as important**: rotate new ads, test fresh hooks, and feed Performance Max with a broader set of assets;
- Avoid common mistakes like doubling budgets overnight or assuming success at $100/day will hold at $1,000/day;
- Track every scaling decision in a scaling log - changes, results, and lessons learned create a playbook for future growth.
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Once your campaigns are stable and delivering consistent results, the next challenge is growth. But scaling too early - or too aggressively - can tank performance. This chapter explains how to recognize the right signals for scale and the methods that allow you to expand while protecting profitability.
Key Points:
- Scale only when you have stability: consistent ROAS or CPA for 2β4 weeks, at least 15β30 conversions per week, and minimal wasted spend;
- Vertical scaling means increasing daily budgets by 10β20% increments, allowing algorithms time to adjust without breaking performance;
- Horizontal scaling means expanding reach by creating new campaigns, testing new geos, separating branded vs. non-branded, or exploring fresh audience segments;
- Creative scaling is just as important**: rotate new ads, test fresh hooks, and feed Performance Max with a broader set of assets;
- Avoid common mistakes like doubling budgets overnight or assuming success at $100/day will hold at $1,000/day;
- Track every scaling decision in a scaling log - changes, results, and lessons learned create a playbook for future growth.
Thanks for your feedback!
