How to Scale Your Paid Search Ads: The Dual-Axis Framework

Scaling search ads is challenging. Some advertisers have a specific approach, while others use the spaghetti method. Efficient scaling is crucial for business growth.

Scaling means increasing advertising spend while maintaining performance. The dual axis framework introduces horizontal and vertical ad scaling and their pros and cons.

Horizontal scaling adds new campaigns to reach untapped markets, but it increases complexity and volatility. Vertical scaling adds budget to proven campaigns for improved efficiency and control.