Bumped budget and CPA blew up overnight? Walk back off the cliff.
The scaling cliff: a budget jump that tanks delivery and won't recover on its own. Don't keep pushing.
— Step 1: revert to the EXACT last stable budget. Same number, not 'close'.
— Step 2: leave it 48h untouched. No edits, no peeking-and-tweaking. Let delivery re-find its footing.
— Step 3: CPA recovers? Good. Next time scale by 15% max, not whatever you jumped.
— Step 4: doesn't recover in 48h? The audience may genuinely be tapped. Dupe fresh and go horizontal instead.
The mistake: panic-editing during the crash, which stacks more relearns on a wounded ad set.
Risk: reverting also resets learning if the original jump was over 20%. Sometimes a fresh dupe is faster.
Pick revert OR dupe. Not both at once.
Scale or Stall
@ScaleOrStall
Bumped budget and CPA blew up overnight? Walk back off the cliff.
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