TLDR Tech / Marketing
Why high-ROAS campaigns don't always deserve more budget
More budget does not reliably produce more revenue, and feeding an already-optimized campaign raises costs without incremental gains. Budget changes above roughly 15% on some platforms trigger learning periods and volatility, so incremental week-over-week increases protect performance better than aggressive jumps. When impression share lost to rank exceeds 50%, more budget rarely helps. The strongest case for scaling is a campaign constrained by budget rather than rank, with added spend paired with demand generation.
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