Horizontal vs vertical scaling — bump budget or clone wide?

Horizontal vs vertical scaling — bump budget or clone wide?
Vertical (raise budget on the winner) → fast, simple, but every increase pokes the algo and big jumps reset learning. Ceiling hits when audience saturates.
Horizontal (duplicate across new audiences/geos/placements) → slower, more management, but stacks volume without frying one adset.
Real move: vertical +20%/day while it's stable → when CPA wobbles on the bump, you've hit the audience cap, go horizontal into new geos.
Maxing budget on one adset and praying? You found the ceiling. Spread out.