The 20% rule vs the double-and-pray move

The 20% rule vs the double-and-pray move

Scaling budget — nudge or yank? Two real schools:

— Slow ramp: raise ~20% every 2-3 days. Keeps the learning intact, no reset, costs stay stable. Boring, works.
— Big jump: double the budget overnight. Forces Meta back into learning phase and CPA can spike for days — sometimes it recovers higher, sometimes it never does.

My actual rule:
— Profitable and patient → 20% steps, set a reminder.
— Hot creative, need to capture demand NOW → big jump, but only if you can eat 2-3 ugly days.

Risk: the double move resets learning every time — you're gambling that the new equilibrium is better.

Try the big jump on your single best campaign, never the whole account at once.