Lesson objectives
- Scale spend gradually
- Diversify channels
Scale vertically, then horizontally
- Vertical: increase budget on what already works, in measured steps.
- Horizontal: add new audiences, keywords or channels once the core is stable.
Watch for diminishing returns
As spend rises, cost per lead often rises too, because you reach less-ideal audiences. Monitor cost per lead and lead-to-customer rate together - cheap leads that don't buy aren't a win.
Action steps
- Plan a staged budget increase with review points
Checklist
- Increases staged
- Quality metric tracked alongside cost
- Second channel planned