Budget Formula
Why Budget Spikes Reset Learning
When merchants find an ad generating Rs. 15 messages on a Rs. 1,000 daily budget, their instinctive reaction is to change the budget to Rs. 10,000. Within 6 hours, performance crashes and cost-per-message triples.
Increasing budget by more than 20% in a 24-hour period resets Meta auction learning phase. The bidding algorithm panics and enters higher-cost auctions to exhaust your sudden cash injection.
The Two Safe Scaling Routes
1. Vertical Scaling: Increase ad set budget by 15% every 48 hours if ROAS holds. 2. Horizontal Scaling: Duplicate the winning ad set and target complementary city clusters or lookalike interest segments.
Core Takeaway: Scale patiently. Protect your cost-per-result threshold through gradual incremental steps.