Scale spend in 30-50% monthly increments once CPL, close rate and CAC are stable; scaling faster typically triggers 50-100% CPL increases as the algorithm relearns.
Scaling paid acquisition for a UK IFA firm works best in disciplined 30-50% monthly budget increments once 60-90 days of stable data exist. Faster scaling typically destabilises the ad platform learning phase and spikes CPLs 50-100%. Adding fresh creative, new audiences and new niches in parallel with budget increases reduces this ad-fatigue drag.