Scaling budget +20%/3 days beat 2x jumps by 0.6 ROAS

Scaling budget +20%/3 days beat 2x jumps by 0.6 ROAS
Supplements brand, 50d, scaling from $2k to $8k/day.

Two scaling methods on identical winning campaigns.

Arm A: double the budget overnight. Arm B: +20% every 3 days.

ROAS at $8k/day:
— 2x jumps: 1.9x
— Gradual +20%: 2.5x ▲0.6

The overnight doublings kept re-triggering the learning phase; CPA spiked to $58 for 2–3 days after each jump before settling. Gradual scaling never reset learning, so CPA held near $34 throughout.

Read: budget shocks reset optimization. Scale in steps small enough to stay out of learning.