WHY HIGH-ROAS CAMPAIGNS DON'T ALWAYS DESERVE MORE BUDGET

Summary from the TLDR Marketing newsletter

More budget does not reliably produce more revenue, and feeding an already-optimized campaign raises costs without incremental gains. Budget changes above roughly 15% on some platforms trigger learning periods and volatility, so incremental week-over-week increases protect performance better than aggressive jumps. When impression share lost to rank exceeds 50%, more budget rarely helps. The strongest case for scaling is a campaign constrained by budget rather than rank, with added spend paired with demand generation.