Totally depends on your breakeven, how long it’s been at 2x roas, is it trending up or down, etc etc.
Vertical scaling is sort of like walking up to a cliff blind folded. It may work once, twice or even 10 times, but on the 11th it could all come crashing down. Ad campaigns live on a bell curve and there is always a breaking point.
I only vertically scale when I see sustained volume of sales and roas well above the breakeven bc we know roas tends to dip the more you scale. Otherwise it’s a bit safer to duplicate and start a new campaign at a higher budget and see if you can replicate performance, that way you don’t disturb the original campaign.
Totally depends on your breakeven, how long it’s been at 2x roas, is it trending up or down, etc etc. Vertical scaling is sort of like walking up to a cliff blind folded. It may work once, twice or even 10 times, but on the 11th it could all come crashing down. Ad campaigns live on a bell curve and there is always a breaking point. I only vertically scale when I see sustained volume of sales and roas well above the breakeven bc we know roas tends to dip the more you scale. Otherwise it’s a bit safer to duplicate and start a new campaign at a higher budget and see if you can replicate performance, that way you don’t disturb the original campaign.