<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Scaling Checklist

> Increase spend only when performance, creative, and operations can absorb more volume.

## 1. Readiness

### Performance

- [ ] CPA at or below target for 5+ consecutive days
- [ ] 50+ conversions with statistical confidence
- [ ] CTR is stable, not declining
- [ ] ROAS meets target, if revenue is tracked
- [ ] Daily performance is stable, not swinging wildly

### Creative Health

- [ ] Clear winning creative identified
- [ ] Frequency is under 3
- [ ] Winning creative has been live under 3 weeks
- [ ] More than one ad is performing

### Account and Business Capacity

- [ ] Payment method can handle higher spend
- [ ] No policy issues are pending
- [ ] Spending limits allow scale or have been raised
- [ ] Inventory or operations can handle more orders
- [ ] Cash flow supports higher spend
- [ ] Customer service can absorb higher volume
- [ ] Landing page can handle added traffic

## 2. Go / No-Go Gate

All Section 1 boxes must be checked. Fix any unchecked bottleneck before increasing budget.

## 3. Choose the Scaling Method

| Method | Use when | Next action |
|--------|----------|-------------|
| **Vertical** | CPA 20%+ below target, frequency <2.5, no diminishing returns, one clear winner | Increase budget 20-30% every 2-3 days |
| **Horizontal** | Vertical flattening, want audience variation or risk spread, mature campaign | Duplicate winning ad set, change **one** variable |
| **Creative** | Performance capped by fatigue, want volume without budget jump, multiple winners found | Add proven creative to existing ad sets |

## 4. Execute

### Vertical Scaling

- [ ] Calculate new budget (`current × 1.2-1.3`)
- [ ] Raise budget early in the day
- [ ] Set a maximum budget cap
- [ ] Schedule check-in 48 hours later
- [ ] Document the change

### Horizontal Scaling

- [ ] Select the ad set to duplicate
- [ ] Change exactly one variable
- [ ] Start with the same budget as the original
- [ ] Check for audience overlap
- [ ] Schedule check-in 5 days later

### Creative Scaling

- [ ] Add only proven creative variants
- [ ] Keep audience and budget stable while judging creative impact
- [ ] Document which creative was added and why

## 5. Monitor After Scaling

| Window | Check |
|--------|-------|
| **First 48 hours** | Spend rises as expected; CPA within 20% of pre-scale; no delivery issues; learning phase not reset |
| **Day 3-5** | CPA stabilising; no major swings; frequency acceptable; decide to continue or pause |
| **Day 7** | Review full-week data; compare CPA to pre-scale baseline; decide if another increment is justified |

## 6. Stop Signals and Recovery

Stop scaling if any box is checked:

- [ ] CPA rises 30%+ and does not recover within 48 hours
- [ ] Prospecting frequency rises above 3.5
- [ ] CTR drops 30%+ week over week
- [ ] Algorithm re-enters learning phase
- [ ] Business capacity becomes the bottleneck

| Problem | Response |
|---------|----------|
| CPA spike | Pause increases, wait, or reduce budget |
| High frequency | Add new creative or new audiences |
| CTR drop | Refresh creative |
| Learning reset | Wait before making more changes |

## 7. Track Each Change

| Date | Action | Budget Before | Budget After | CPA Before | CPA After | Notes |
|------|--------|---------------|--------------|------------|-----------|-------|
| | | $ | $ | $ | $ | |

## 8. Record the Ceiling

- [ ] Maximum efficient daily spend before diminishing returns
- [ ] Maximum daily business capacity
- [ ] Cash flow limit
- [ ] CPA where the campaign becomes unprofitable

```text
Max Efficient Daily Spend: $_______
Max Business Daily Capacity: $_______
Breakeven CPA: $_______
Target CPA at Scale: $_______
```
