Scaling Plan

Create structured scaling roadmap for winning campaigns.

Process

Step 1: Validate Winner Criteria

Confirm before scaling:

•Winner doesn't lose more than 1x in 3 days (Jason K)
•Winner doesn't lose more than 2x in 7 days
•Consistent performance, not just good days
•CPA is below target with margin for variance
•Volume exists (not tapped out)

Warning Signs to Address First:

•Inconsistent daily performance
•Declining trend over time
•Audience saturation signals
•Creative fatigue indicators

Step 2: Plan Budget Increment Strategy

Conservative Approach (Recommended):

•20% increases every 2-3 days
•Wait for performance to stabilize
•Reduce if CPA rises >10%

Aggressive Approach (Hot Offers):

•Larger jumps when metrics are strong
•Risk of breaking campaigns
•Better to spread across accounts

CBO Budget Limits:

•$10K per CBO max (Casto)
•Beyond this, campaigns get unstable
•Better to replicate than push single CBO

Step 3: Map Multi-Account Distribution

Why Multiple Accounts:

•De-risk against account issues
•Avoid single CBO instability
•Test different optimization approaches
•Parallel scaling

Account Strategy:

code

Account 1: Original testing + initial scale
Account 2: Replicate winners
Account 3: Replicate winners
Account 4: Backup/overflow
Account 5: New angle testing

Replication Process:

•Export winning creatives
•Replicate campaign structure
•Start at moderate budget
•Scale independently

Step 4: Set Day-Parting Schedule (VSL)

Recommended Schedule (Jason K):

•Start: 4:00 AM Eastern
•In auction by: 6:00 AM Eastern
•Turn off: 1:00 PM Eastern
•Weekend exception: Run longer (until 8PM Pacific)

Why Day-Part:

•Afternoon dip in VSL conversions
•Team stops watching dead campaigns
•Focus resources on productive hours
•Weekend performance different

Step 5: Output Scaling Roadmap

code

## SCALING PLAN: [Campaign/Offer Name]

### CURRENT STATE
- Daily spend: $[X]
- CPA: $[X] (Target: $[X])
- Account(s): [List]
- Top creatives: [List]

### VALIDATION CHECKLIST
- [ ] Winner criteria met (1 loss/3 days, 2 loss/7 days)
- [ ] Consistent 5+ days performance
- [ ] CPA has room for variance
- [ ] Volume potential confirmed
- [ ] No fatigue signals

---

### WEEK 1: INITIAL SCALE

**Day 1-2:**
- Account 1: Increase CBO from $X to $X (+20%)
- Monitor: CPA, volume, stability

**Day 3-4:**
- If stable: Increase to $X (+20%)
- If unstable: Hold or reduce 10%
- Launch Account 2 with replicated campaign at $X

**Day 5-7:**
- Account 1: Push to $X if stable
- Account 2: Scale to $X
- Launch Account 3 at $X

---

### WEEK 2: AGGRESSIVE SCALE

**Target Daily Spend:** $[X]

| Account | Mon | Tue | Wed | Thu | Fri | Sat | Sun |
|---------|-----|-----|-----|-----|-----|-----|-----|
| Acc 1   | $X  | $X  | $X  | $X  | $X  | $X  | $X  |
| Acc 2   | $X  | $X  | $X  | $X  | $X  | $X  | $X  |
| Acc 3   | $X  | $X  | $X  | $X  | $X  | $X  | $X  |
| TOTAL   | $X  | $X  | $X  | $X  | $X  | $X  | $X  |

---

### WEEK 3-4: MAINTAIN & OPTIMIZE

**Ongoing Actions:**
- Continue 20% increases where stable
- Add new creative batches weekly
- Monitor for fatigue signals
- Rotate underperformers out

---

### DAY-PARTING SCHEDULE

**Weekdays (Mon-Fri):**
| Time (Eastern) | Action |
|----------------|--------|
| 4:00 AM | Campaigns ON |
| 6:00 AM | In auction, monitoring begins |
| 1:00 PM | Campaigns OFF |

**Weekends (Sat-Sun):**
| Time (Eastern) | Action |
|----------------|--------|
| 4:00 AM | Campaigns ON |
| 8:00 PM Pacific | Evaluate/OFF |

**Weekend Campaigns:**
- Separate CBO for weekend only
- Higher budgets (2x daily)
- Best performers only

---

### CREATIVE REFRESH CADENCE

**Weekly:**
- 50-100 new variations
- Iterations of winners
- New hooks on proven angles

**Bi-Weekly:**
- New angle concepts
- Fresh UGC/footage
- Test new formats

---

### RISK MANAGEMENT

**If CPA Rises 10%+:**
1. Reduce budget 20%
2. Check for creative fatigue
3. Check for audience saturation
4. Review bid cap options

**If Account Goes Down:**
1. Shift spend to backup accounts
2. Have account provider ready
3. Document what triggered issue

**If Volume Drops:**
1. Expand targeting (2% → 10% LAL)
2. Test broad audiences
3. Open placements
4. New creative angles

---

### SUCCESS METRICS

| Week | Target Spend | Target CPA | Actual | Status |
|------|--------------|------------|--------|--------|
| 1    | $[X]         | $[X]       |        |        |
| 2    | $[X]         | $[X]       |        |        |
| 3    | $[X]         | $[X]       |        |        |
| 4    | $[X]         | $[X]       |        |        |

Scaling Principles

From Casto:

•Spread across accounts (max $10K per CBO)
•Build automation tools for launching
•Layer bid/cost caps when margins thin
•Creative volume drives scale

From Jason K:

•20% budget increases
•Scale in place, then replicate
•Weekend campaigns separate
•Day-part for VSL offers
•Goal: Large CBO with many winners

Source: Casto, Jason K (Meta-CastovsJasonK)