SOP: Scaling a winning campaign without breaking it

SOP: Scaling a winning campaign without breaking it

Run this whenever a campaign clears your profit bar two days running.

Stage 1 — Confirm it's stable
☐ Verify profit held across at least 100 conversions (Owner: buyer)
☐ Check the offer cap has room for more volume
☐ Confirm the AM can handle higher daily numbers

Stage 2 — Scale in steps
☐ Raise budget by 20-30% per day, never double overnight
☐ Duplicate into one new audience or placement, not five
☐ Keep the original ad set untouched as a control

Stage 3 — Watch the edges
☐ Monitor frequency and CPA after each bump
☐ Pre-warm a second tracking domain in case of flags
☐ Roll back one step the moment ROI dips below your bar

Owner: media buyer. Trigger: profit bar cleared two days running. Done-when: budget is up one step, the control set is preserved, and a rollback trigger is set.

Save this. Run it every time.