Case: A scaling SOP that took a campaign from $80 to $640/day without crashing ROI

Case: A scaling SOP that took a campaign from $80 to $640/day without crashing ROI

A buyer kept doubling budgets and watching CPA spike, losing the winner. A staged scaling runbook with cool-down rules fixed the pattern.

Run this whenever a campaign holds positive ROI for 3 consecutive days.

Stage 1 — Qualify (Owner: buyer)
☐ 50+ conversions logged, CPA within target
☐ No single placement over 40% of conversions

Stage 2 — Scale (Owner: buyer)
☐ Raise budget 20% max per 48h window
☐ Duplicate winning ad set, don't edit the live one

Stage 3 — Guard (Owner: buyer)
☐ If CPA rises 25%, hold for 48h before next step
☐ Refresh creative every 3 scale steps

Trigger: 3-day positive ROI streak.
Done-when: each step logged with budget and CPA.

Result: one campaign went $80 to $640/day over 16 days, ROI held within 8% of baseline.

Save this. Run it every time.