Scaling a winner without resetting learning: the 20% ladder

Scaling a winner without resetting learning: the 20% ladder

The vertical-scaling playbook that keeps the algorithm calm.
— Step 1: scale only ad sets with 7+ days stable CPA below target.
— Step 2: raise budget 20% per step, no more — bigger jumps re-trigger learning.
— Step 3: wait 48-72h between steps. Judge on 3-day rolling CPA, not yesterday.
— Step 4: if CPA holds within 15%, step again. If it breaks, hold one cycle before reverting.

Scaling-survival basis, 28 accounts: 20% steps hold CPA in 78% of cases / 50% jumps in 41% / 100% doublings in 12%.

Read: the algorithm punishes greed. ▲20% every 3 days compounds to 2.5x budget in three weeks with CPA intact.