Scaling PPC Campaigns Sustainably: Use The SCALE Framework

Budget increase, performance drops, budget decrease. Almost every marketer knows that short-sighted game, where decisions are made on a daily basis and campaign performance fluctuates to extremes, without a clear goal.

I’ve seen this pattern destroy more campaigns than I can count. The problem isn’t bad ads or wrong keywords – it’s “actionism.”

That’s when you’re constantly changing things without a plan, reacting to yesterday’s numbers instead of building for tomorrow.

PPC scaling isn’t about doing more. It’s about doing the…