Article

Horizontal vs Vertical Scaling Ads: When to Use Each

Remoby Free Intermediate

The clearest side-by-side explanation of the two core scaling moves and, more usefully, exactly when to switch from one to the other as a campaign matures.

  • Vertical scaling: budget increases on proven ad sets
  • Horizontal scaling: new creative, audiences, placements
  • Signals that tell you which one to reach for next
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It answers 2 questions

  1. How fast can I actually increase my daily ad budget without tanking my ROAS?
  2. What's the difference between horizontal and vertical scaling, and which should I do first?

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