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

# Scaling Playbook

> How to spend more while maintaining profitability.

This is an index into the Meta Ads scaling knowledge base. Detailed methods, checklists, and diagnostics live in dedicated files to avoid duplication.

## Scaling Methods

For vertical scaling (budget increases), horizontal scaling (duplication), and creative scaling methods, see `meta-ads-campaigns-scaling-cbo.md` — covers conservative through aggressive approaches, timing, duplication strategies, and the recommended scaling sequence.

## Scaling Checklists

For pre-scale requirements, scaling decision tree, execution checklists, post-scale monitoring, and warning signs, see `meta-ads-checklists-scaling-checklist.md`.

## Troubleshooting During Scale

For CPA diagnosis, algorithm resets, delivery issues, and performance recovery, see `meta-ads-optimization-troubleshooting.md`.

---

## Creative Velocity at Scale

Scale creative output proportionally to spend. Relying on one winner is fragile.

| Monthly Spend | New Creative/Week |
|---------------|-------------------|
| $20K | 10-15 |
| $50K | 15-25 |
| $100K | 25-40 |
| $200K+ | 40+ |

**Healthy spend distribution:**

```text
Unhealthy: 80% of spend on 1 ad
Healthy: No ad >30% of spend
Best: 4-5 ads each at 15-25%
```

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## Scale Planning Templates

### Weekly Scale Review

```text
1. What's current spend?
2. What's current CPA vs target?
3. Is there room to scale (CPA below target)?
4. What's limiting scale?
   - Budget -> Increase budget
   - Creative -> Need more creative
   - Audience -> Need to expand
5. What's the plan for next week?
```

### Monthly Scale Goals

| Month | Spend | CPA Target | Actions |
|-------|-------|------------|---------|
| 1 | $10K | $30 | Test creative, find winners |
| 2 | $20K | $30 | Scale winners, test more |
| 3 | $35K | $28 | Horizontal scale, optimize |
| 4 | $50K | $27 | Sustain, iterate creative |

### Scale Limits

Know your ceiling before scaling:

- What's your total addressable market?
- At what CPA do you become unprofitable?
- What's your inventory/fulfillment capacity?
- What's your cash flow limit?

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*Next: [Troubleshooting](meta-ads-optimization-troubleshooting.md)*
