Scaling a PPC account is exciting, but it’s not just about pouring more budget into campaigns. In paid media, more money doesn’t automatically mean better results, and opening up new platforms doesn’t guarantee success. Before scaling, I always ask myself three critical questions to ensure growth is innovative, sustainable, and measurable.
1. Are the metrics we’re counting correct?
Before increasing spend, double-check your data. Are the metrics you’re tracking actually telling the story you need? For example:
- Are conversions being measured accurately?
- Are your attribution settings reflecting actual performance?
- Are the numbers consistent across platforms?
If the foundation you’re building on is shaky, scaling can amplify errors, and nobody wants wasted budget.
2. Is the foundation sturdy enough to handle growth?
Scaling without a strong base is like building a second story on a weak house.
Ask:
- Are campaigns structured logically, with the proper segmentation and targeting?
- Are your creatives and landing pages optimized for conversions?
- Can your website handle increased traffic?
If any part of your account isn’t solid, take the time to fix it before scaling. Growth is expensive if it’s built on weak foundations.
3. Are you ready to experiment and accept that scaling may not work?
Scaling isn’t guaranteed. Even well-performing campaigns can hit limits, and new platforms require testing:
- Do you have the budget to experiment without breaking the account?
- Can your team monitor performance closely and pivot quickly?
- Are you prepared for some campaigns to fail while you find out what works?
PPC is part data, part experimentation. You have to be ready to test, iterate, and learn.
