When should you scale your Google Ads (and when not to)?

Budget management is one of those topics that seems a little "boring."

But it’s a key factor in your Google Ads success.

You can have the perfect campaign structure with solid creatives and killer landing pages…

But if you don’t know how to manage your budget, it all falls apart.

Increase your ad spend too aggressively… and you’ll break what’s working.

Stay too conservative… and you’ll miss sales that should have been yours.

Here's the thing though…

When you handle it the right way, you can grow fast while keeping ROAS and CPA under control.

I'm gonna give you some ideas for how you can do that.

You see…

Every budget adjustment sends a message to the algorithm.

When you increase spend, you command it to expand reach and target new audiences.

When you cut spend, you tell it to become pickier about the traffic it pursues.

When you hold, you direct it to stabilize and optimize for efficiency (i.e, better placements, audiences, etc.)

The secret lies in aligning those signals with the current state of the account.

For our clients, we make decisions on 3 signals:

• ROAS and CPA on a 7-day rolling average

• New customer acquisition rates

• Conversion volume

This data gives us a good idea of when to scale up, scale down, or hold.

We scale up when:

• ROAS stays above our target for 7+ days

• New customer % stays above our benchmark (usually >70%)

• Conversion volume is rising consistently

We scale down when:

• ROAS dips below target (or CPA rises above target) for 3 days in a row

• New customer % starts falling off

We hold when:

• Results are volatile

• Or there are external factors (seasonality, promos, platform bugs)

• Or internal issues disrupt performance (inventory, pricing)

One important note here.

We never adjust budgets by more than 20% at a time.

Big changes in spend can trigger the learning phase again, which often leads to unstable results.

The key here is to know how your account is doing… and giving it the right “environment” to perform best.

When it can push harder, you fuel it with more budget.

When it needs time to adjust, you hold steady and let it stabilize.

When it gets too aggressive, you pump the brakes.

That way...

You “order” the algorithm to work in your favor... instead of waiting for it to guess what might work.

Jackson

Founder and CEO of Echelonn.

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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