The short answer
Scale campaigns that are profitable above your break-even ROAS and are held back by budget. Raise budgets in modest steps (Google gives 20% as an example), judge each step after a full conversion cycle, and keep going while ROAS stays above break-even.
Signs a campaign is ready
- Its ROAS has stayed above break-even for the last few weeks, not just the last few days.
- It shows Limited by budget, or it loses impression share because of budget.
- It has enough conversions for the numbers to mean something.
- Purchase tracking is working, so the ROAS is real.
How much, and how often
Raise the budget in steps, such as 20% at a time. Big jumps make results harder to read and can pull in weaker traffic all at once.
Wait at least one conversion cycle before the next step. If most customers buy within three days of clicking, judge after a week; if they take longer, wait longer.
Budget or target?
With Maximize conversion value, the budget is the lever. With a Target ROAS, a target set too high can hold the campaign back even with budget to spare; lowering it a little lets the campaign bid on more searches.
Change one lever at a time, so you know which one did the work.
What to watch after each step
- ROAS against break-even, not against last month's ROAS. Some drop is normal as you reach more people.
- Cost per sale against your break-even cost per sale.
- Impression share lost to budget: it should fall as the budget rises.
- Which products the extra spend goes to. Growth should come from products that sell.
When to stop
Stop raising the budget when the extra spend stops paying: ROAS falls toward break-even, or the campaign no longer spends the budget it has. Hold there, improve products and listings, and try again later.
How UltraROAS.ai does this for you
UltraROAS.ai scales profitable campaigns in small, steady steps every day, one change per campaign at a time, within the daily spend you set. It moves budget away from products and searches that don't sell, so the extra spend goes behind the ones that do.