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I wouldn’t double a PMax budget overnight. Shift it in steps: +10-20% every 3-4 days while watching CPA/ROAS and search term mix. Before moving money, consolidate structure (one solid PMax with clean asset groups), turn off Final URL Expansion, exclude brand if needed, and feed high-quality assets/feed. Set tROAS/tCPA guardrails, cap low performers (listing groups, locations, hours), and add negatives via account-level lists. Use seasonality adjustments only for short, predictable spikes. If you must kill two campaigns, first drop their budgets to 10-20% for a week, then migrate spend. Expect a wobble 3-7 days; don’t judge until at least one full conversion cycle.
