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When to scale?
Posted by on April 1, 2026 at 2:40 pmHi guys, I am currently running CPA Pmax campaigns. The campaigns are set to TCPA 60 euros and it is averaging about 400+% roas per day. I've set a maximum daily budget of 500 euros per campaign. As of now it is not spending near the daily budget. What would be a good way to scale this? I want to increase the ad spend and sales at the same time.
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1 Reply
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What is your breakeven ROAS?
If you’re significantly above your target, the obvious solution would be to raise your tCPA.
You could also consider switching to tROAS bidding (if you’re in e-commerce, which I’m assuming you are) and setting more aggressive bids.
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If you campaigns aren’t spending the budget, it means you Google can’t deliver conversions at that low of a tCPA. You would need to raise your tCPA in 15-20% increments in order to find the sweet spot of sales but maintaining your margins.
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If it’s not spending, the tCPA is probably too tight, not the budget. I’d scale by loosening tCPA gradually in small steps and only increase budget once the campaign is actually able to spend more.
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If spend won’t rise while ROAS stays healthy, the limiter usually isn’t budget by itself. It’s often a mix of tight targets and weak post-click signals, so Google never gets a clean picture of where it can push harder.
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