Scaling Without Wrecking ROAS 👀

Let’s talk about scaling.

Not the buzzword-y kind. The real kind that doesn’t kill your margins and leave you wondering where your budget went.

Too many brands treat scaling like a “spend more” button. If you’ve done that and watched your ROAS nosedive, you already know that’s not it.

Scaling is about growth without losing profitability. It needs structure, data, and alignment.

This week, I asked Kevin Brkal (Founder of KNB Online) to write the most practical, no-fluff guide on how to scale profitably. He nailed it. Here's the breakdown:

1. Fix your signals before you scale

Your campaigns are only as good as the data you feed them. Platforms like Meta and Google reward signal quality, not budget size.

✅ What to fix:

• Prioritize high-value events (purchases > leads)

• Set up server-side tracking to recover post-iOS14 data loss

• Remove bot traffic and junk events

Clean signal = stronger delivery + cheaper conversions.

2. Fix the funnel before you touch the budget

Too many brands scale before the funnel is ready. Don’t send cold traffic to a closing pitch. And don’t expect magic if your LP and ad message don’t match.

⚙️ Quick checks:

• Are you matching creative to stage? (Problem > Solution > Offer)

• Are you nurturing leads after the click?

• Do your ads, LPs, and offers actually align?

If the funnel’s off, scaling just multiplies the chaos.

3. Structure your campaigns for scale

Running one campaign with two ad sets might work at $100/day. But once you hit $1K+? That duct tape will start to snap.

📐 What structure looks like at scale:

• Separate campaigns for prospecting, retargeting, and loyalty

• Clean CBO setups — don’t throw every audience into one pot

• Keep tests isolated. Protect your winners.

Think plumbing: if the structure leaks, your budget does too.

Bonus: Your creative volume matters more than your bids

Creative fatigue is real. It’s not just about targeting. It’s about feeding the machine with enough angles, hooks, formats, and energy.

🎨 Creative that scales looks like:

• Built around problems, not just products

• Native to where it lives (TikTok ≠ Reels ≠ Shorts)

• Refreshed weekly or bi-weekly

Fresh creative resets your performance ceiling.

The TL;DR?

Scaling is a system, not a spend button.

To scale without wrecking your ROAS:

1. Clean your signals

2. Align your funnel

3. Structure your campaigns

4. Refresh your creatives

Thanks again to Kevin Brkal for writing this one.

Let me know if you want to go deeper into any of these! We’re here to help you win ✌️

—Yiqi

🧠 From the Aimerce Blog: Read our latest posts on scaling, tracking, and all the things performance marketers complain about in Slack.