Winner ready to scale — dupe it or just raise budget? Decide with this.

Winner ready to scale — dupe it or just raise budget? Decide with this.

Both scale spend. They behave totally differently. Choose on purpose.

— Raise budget when: the audience is WIDE (broad/big lookalike) and CPA is rock-steady. Less audience to exhaust, vertical works.
— Dupe when: the audience is NARROW or you want to scale without risking your OG's learning. Each dupe gets fresh delivery.
— Combo move: dupe at the same budget, THEN raise the dupe 20% while the original holds your baseline. You scale and keep a safety net.
— Never: raise budget 50% on a narrow set. That's the cliff in one click.

Risk: dupes can cannibalize via overlap; bumps can exhaust thin audiences. Match the move to the audience width.

Next scale decision, check audience width FIRST.