Gradual spend ramp vs launching big

Gradual spend ramp vs launching big

New winner — open small or go in heavy?

— Slow ramp (start low, climb daily): protects the learning phase, stable CPA, but you leave money on the table while a hot creative is fresh.
— Flat big launch: captures demand instantly while the creative's novel, but learning phase is messier and CPA's volatile until it stabilizes.

The deciding factor is creative shelf life:
— Evergreen offer, long runway → ramp slow, no rush.
— Trend or seasonal creative that'll be stale in two weeks → launch big, that novelty is the whole edge.

Risk: launching big means days of noisy data — you can't judge it in 24h, you'll panic-kill a winner.

Go big on ONE time-sensitive creative; ramp the evergreen ones.