Buyers blur these and wreck delivery.
— Cost cap: "keep my average CPA near $40" → smoother, scales easier, looser control. Use when scaling a proven winner.
— Bid cap: "never bid over $X per action" → tight, protective, can starve delivery. Use when testing a fragile margin offer.
Wrong tool = either no spend or runaway spend. New offer → bid cap. Proven offer scaling → cost cap. Match the tool to the stage, every time.
Buyer's Trenches
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Bid cap vs cost cap — pick by your stage
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