Scaling vs Optimising Your Google Ads: Can You Do Both?
Scaling and optimising Google Ads require different mindsets, strategies, and actions.
Scaling vs Optimising Your Google Ads: Can You Do Both, or Should You Focus on One at a Time?
Scaling and optimising Google Ads are both essential parts of building a high-performance PPC strategy. Yet, they often pull in different directions. One is about increasing reach and spend to generate more revenue; the other is about refining, reducing waste, and improving profitability. In this article, we explore whether you can do both at once, the mindset and tactics behind each, and how to communicate your approach clearly to clients or stakeholders.
Can You Scale and Optimise at the Same Time?
In theory, yes. In practice, it's difficult. Scaling involves expanding—budgets, keywords, geography, audiences. Optimising is about tightening—cutting waste, improving efficiency, trimming fat. Doing both simultaneously can create confusion and muddy data interpretation. That said, the best advertisers know how to alternate between the two effectively and strategically.
A better approach is to treat scaling and optimisation as different modes. Like a car, you need to change gears. Optimise first to ensure your engine (campaign) runs efficiently. Then scale with confidence, knowing your budget is being spent wisely.
The Optimisation Mindset: Precision and Control
Optimisation is about extracting the most from your current investment. It’s the equivalent of tuning your engine for fuel efficiency before taking a long drive.
Key principles of the optimisation mindset:
Be critical, not sentimental. Cut what doesn’t perform, even if it once did.
Look for incremental gains. Tiny changes often lead to cumulative improvements.
Prioritise clarity over quantity. Better tracking, cleaner structure, and fewer variables create stronger results.
Actions to take when optimising:
Review Search Term Reports: Add negatives, find waste, tighten match types.
Improve Ad Copy: Test new variations, remove underperformers.
Check Landing Page Alignment: Bounce rate, load speed, message match.
Adjust Bids and Budgets: Shift money away from low-ROAS campaigns.
Refine Audience Targeting: Layer demographics, test in-market segments.
Tidy Account Structure: Consolidate overlapping ad groups or campaigns.
The Scaling Mindset: Ambition and Expansion
Once you’ve optimised, scaling is about reaching more people and growing revenue. But scaling doesn’t mean throwing money blindly. It requires a growth-oriented mindset.
Key principles of the scaling mindset:
Push what works. Scale what is already converting efficiently.
Introduce controlled chaos. You have to test new things: campaigns, creatives, audiences.
Accept a temporary dip in efficiency. Scaling will often increase CPAs before stabilising.
Actions to take when scaling:
Increase Budgets Gradually: Avoid algorithm shock. Go 10-20% at a time.
Expand Keywords: Use keyword research tools to discover adjacent intent.
Test New Campaign Types: Consider Performance Max, Demand Gen, or YouTube.
Enter New Markets: Geographic expansion or new audience segments.
Test New Creative: Different offers, hooks, formats, especially in display/social.
Automate Where Possible: Use smart bidding and rules to manage scale.
Case Study 1: Optimisation Before Scaling for a Luxury Retailer
This was a Google Ads account I managed for a high-end bridal boutique with a £1,000 monthly budget. Initial performance showed a high CPA (~£120) and few consistent conversions. The decision was made to optimise for four weeks before attempting any scaling.
Optimisation steps included:
Removing broad match keywords in favour of exact and phrase.
Improving landing page load speed and message consistency.
Rewriting ad copy to target "luxury bridal" more precisely.
Results after four weeks:
CPA reduced from £120 to £68.
Conversion volume increased by 45%.
Then the account was scaled:
Budget increased to £1,750/month.
Introduced a Performance Max campaign.
Expanded target audience to surrounding counties.
Outcome:
Maintained CPA around £72.
Conversions doubled.
The client’s diary was full for 3 weeks.
Case Study 2: Scaling Too Soon for a Tech SaaS Client
Another account I managed involved an in-house team for a SaaS business that doubled ad spend from £5k to £10k/month after seeing early traction. However, campaigns weren’t fully optimised.
Problems that arose:
CTR dropped as spend extended into less qualified traffic.
ROAS dropped from 4.2x to 2.1x.
Leads increased, but quality decreased.
What was learned:
Better segmentation and qualification were needed.
Attribution reporting was unclear, creating confusion around actual performance.
Scaling was paused. The team spent 3 weeks cleaning data, refining copy, and building a better lead scoring model. When scaling resumed, the account maintained a strong ROAS of 3.8x.
Communicating Strategy: In-House vs Agency
Whether you're an internal PPC manager or an agency partner, communication is critical. You need to justify why you're optimising, scaling, or doing both.
For in-house teams (internal stakeholders):
Use business KPIs as your anchor: revenue, leads, CPA, ROAS.
Explain trade-offs: e.g., "We're shifting to optimise for efficiency before pushing budget."
Create roadmaps: show how today's optimisations support next month's scale.
For agency-client relationships:
Set expectations: scaling may reduce short-term efficiency.
Report clearly: show data before/after optimisations or budget increases.
Be proactive: suggest scaling when ROAS is strong or recommend holding when volatility is high.
After Scaling: How to Know If It Worked
Once you've scaled your campaigns, you need to assess whether the investment paid off.
Success criteria might include:
Maintaining ROAS or CPA while increasing spend
Sustained increase in revenue or conversions
Improved impression share and reach
Positive trend over a 30- to 90-day period
Metrics to monitor:
Cost vs Conversion Volume
Revenue and Profit Margins
Return on Ad Spend (ROAS)
Conversion Rate Stability
Impression Share
Quality Score
How to set and measure success:
Define targets pre-scale: e.g., maintain CPA under £50 while doubling budget.
Create test windows: Run scaled campaigns for 2-4 weeks before evaluating.
Use segmentation: Compare pre/post scaling periods in isolation.
Look at incremental growth: How much of the revenue is truly new?
Review attribution paths: Scaling often increases upper-funnel touchpoints.
Conclusion: You Can Do Both – But Not All at Once
Scaling and optimising Google Ads require different mindsets, strategies, and actions. While you can blend elements of both, the best results come from focusing your efforts in phases. Optimise first to build a stable foundation. Scale next to unlock growth. Communicate clearly with stakeholders or clients about your priorities, the logic behind them, and what success looks like.
In short:
Don’t pour petrol into a leaky engine.
Don’t obsess over polishing the dashboard when it’s time to hit the motorway.
Know when to tighten, when to expand, and always align your PPC goals with business growth.
Ready to optimise or scale your Google Ads strategy with confidence?
👉 Book a 15-minute consultation with Tiga Digital to discuss how we can help drive more conversions, improve ROAS, and grow your business online.
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