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What metrics do you use to decide when a campaign is ready to scale?

When deciding whether a PPC campaign is ready to scale, it's crucial to analyze both performance stability and growth potential. Here are the key metrics and signals I focus on before increasing budget or expanding targeting:

✅ 1. Consistent Conversions

  • Look for stable conversion volume over at least 1–2 weeks.

  • Avoid scaling based on short-term spikes.

Benchmark: At least 30 conversions in the past 30 days (especially for smart bidding).

✅ 2. Strong CPA or ROAS

  • Is your Cost Per Acquisition (CPA) below or at your target?

  • Is your Return on Ad Spend (ROAS) above your profitability threshold?

Tip: Only scale campaigns that are consistently meeting or exceeding your goal.

✅ 3. High Conversion Rate

  • A healthy CVR (e.g., 3–10% depending on industry) indicates that traffic is qualified.

  • Low CVR with high CTR? Could mean poor landing page experience or misaligned intent.

✅ 4. Good Quality Score

  • High Quality Scores (7–10) help lower CPCs and increase ad rank.

  • Low scores can signal poor relevance or ad copy.

✅ 5. Search Impression Share (SIS)

  • If your Search Impression Share is <80%, you have room to grow.

  • Scaling works best when you’re still missing impressions due to budget or rank.

✅ 6. Click-Through Rate (CTR)

  • A high and stable CTR shows your ads are engaging and relevant.

  • Helps with Quality Score and lowers cost per click.

✅ 7. Budget Efficiency

  • Are campaigns regularly hitting budget caps but performing well?

  • Look at the Lost Impression Share (budget) metric in Google Ads.

✅ 8. Low Wasted Spend

✅ 9. Audience & Device Segments Performing Well

  • If you find strong results by age, gender, device, or location, you can scale by increasing bids or budget specifically for those segments.

✅ 10. Clear Attribution Tracking

  • Make sure conversion tracking is accurate and reflects real business value.

  • Don’t scale based on vanity metrics (clicks or CTR) alone.

Final Thought:

Scaling should be strategic and incremental—start by increasing budgets by 10–20%, testing broader match types, new audiences, or geos without breaking what's already working.

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