Scale when math works, not when charts look good
Scaling ASA means raising budgets or bids on keywords that already produce positive ROAS on a meaningful window—usually 14–30 days for subscriptions.
Safe scaling order
- 1. Increase budget on brand (cheap defense)
- 2. Scale category exact winners
- 3. Expand geo only when US (or core geo) unit economics hold
- 4. Test competitor with fixed small cap
- 5. Never scale discovery—keep it a mining tool
What breaks at scale
- Broad match bleed without negatives
- Bid raises without LTV recalculation
- Ignoring Apple calibration after bulk changes
- Optimizing on 48h RevenueCat data