When scaling a successful campaign, which aspect should be increased incrementally to avoid destabilizing performance?

When scaling a successful campaign, the budget should be increased incrementally to avoid destabilizing performance. A sudden and large increase in budget can disrupt the ad delivery algorithm, leading to increased costs, reduced efficiency, and unpredictable results. By increasing the budget gradually, you allow the algorithm to adapt to the new spending level and continue optimizing for the best possible performance. For example, instead of doubling your daily budget from $100 to $200 overnight, you could increase it by 10-20% each day, monitoring performance metrics and adjusting the increase accordingly. This allows for a smoother transition and helps maintain a stable cost per result as you scale your campaign.