<b>SOP: Scaling decision gate</b>

<b>SOP: Scaling decision gate</b>
Run this before you raise a budget — every time the urge hits.

<b>Stage 1 — Earn the right to scale</b>
— ☐ Stable ROAS above target for 3+ consecutive days (Owner: buyer)
— ☐ At least 50 conversions in the data, not 6 (Owner: buyer)
— ☐ CPA trend flat or improving, not creeping up (Owner: buyer)

<b>Stage 2 — Choose the lever</b>
— ☐ Pick one: budget +20%, duplicate, or broaden audience (Owner: buyer)
— ☐ Never raise budget more than 20% in 24h on the same ad set (Owner: buyer)

<b>Stage 3 — Watch</b>
— ☐ Set a 48h checkpoint to confirm CPA held (Owner: buyer)
— ☐ Roll back if CPA rises past target for two days (Owner: buyer)

<b>Owner:</b> Media buyer
<b>Trigger:</b> Campaign clears the 3-day stability bar
<b>Done-when:</b> One scale lever applied with a 48h checkpoint scheduled.

Scale the proof, not the hope. Save this. Run it every time.