intermediate
4 min read
The Scaling Process
How to increase budgets without tanking performance
Critical Rule
Don't just 10x your budget overnight. Algorithms need time to adjust, and rapid scaling often tanks performance.
• • •
Recommended scaling pace
- Month 1: Baseline spend (e.g., $10K)
- Month 2: +50% increase ($15K) if metrics hold
- Month 3: +50% increase ($22.5K) if metrics hold
- Month 4: +50% increase ($33.75K) if metrics hold
• • •
If metrics degrade
- Pull back 30% and stabilize
- Investigate what changed (creative fatigue? audience exhaustion? competition?)
- Fix underlying issue before scaling again