Scaling Ads (Global)

Scaling means increasing spend while holding or improving efficiency. Scaling badly means CPA spikes and budget burns. Hard rule: never increase budget while CPA is bad. Fix the problem first (run 21-ads-audit-global), then scale.

Information gathering

Ask up to 4 questions:

1. Is there a proven winner? How many consecutive days has CPA been stable? At least 7 are needed.
2. What are the current numbers? CPA, ROAS, frequency, spend, and reach against total audience size.
3. Current daily budget and target daily budget?
4. Which platform, and how many spare creatives exist? Never scale on a single creative.

Principles