Congratulations! You’ve achieved great results on your ad campaigns from an efficiency point of view. But that’s not enough.
Your sales team wants more leads, your CMO wants more new customers and your executive board wants more revenue.
“How do you take already great results and increase volume?”
This question is on the minds of nearly every growth marketer, CMO, executive team and board. And, what each advertiser wants to see is something like this:

But the reality of scaling is much different. It’s not a smooth ride. There are ups and downs, trials and errors, hard conversations and amazing wins.
The hard truth is short-term inefficiencies occur during testing.
Failing, learning and succeeding are required for long-term growth. Successful advertisers learn to surf these waves while skittish advertisers wipe out when the first wave hits.
Here’s an example of how a typical campaign scales:

During the periods of scaling, the CPA (yellow line) increases along with the conversions (blue bars). After a few weeks of scaling, the CPA comes back down as we optimize based on the learnings occurring during the scaling phase.
Then when it’s settled, we make another scaling push which temporarily increases the CPA before it comes back down again.