Campaign structure that can’t absorb more spend
Increasing budget on a campaign built around broad match and auto targeting doesn’t scale results. It scales waste. Revenue grows, but so does ACoS, and TACoS drifts up because the additional spend is buying less efficient traffic.
This requires: campaigns rebuilt by funnel stage (acquisition, retention, defense) and match type (exact, phrase, broad), so additional budget goes to the terms already converting, and new terms are tested in isolation.
