Budget strategy in Advantage+: how to cap, test, and scale

TL;DR

• Start with a daily cap you can afford for 2–3 weeks of learning.

• Run 3–5 controlled tests/week (angles/hooks/formats).

• Scale only while incremental MER and blended CAC stay inside band.

Set a smart starting cap

• Pick a daily budget that yields meaningful conversions in 7 days without risking payback.

• Avoid yo-yo changes; adjust 10–25% at a time.

Design weekly tests

• Test hierarchy: angle → concept → variants.

• Keep one primary offer per week to isolate signal.

• Rotate hooks (problem, claim, demo, social proof) and formats (UGC, motion graphics, static carousels).

Scale rules

• If iMER ≥ floor and CAC in band → increase budget +20–40% on the winning ad set.

• If CAC drifts or iMER slips → hold or roll back; fix creative/landing page.

• Archive >25% underperformers quickly to free budget.

Guardrails

• Watch frequency on small geos; refresh hooks/angles early.

• Ensure inventory/ops can fulfill before big pushes.

FAQ

Should I separate prospecting and retargeting?
Start consolidated; split only if spend or goals require distinct caps.

What’s a healthy test win rate?
10–30% of tests becoming “keepers” is normal if you’re pushing enough variety.