Deciding how to scale paid spend
The Scaling Quadrant Framework
Use this skill when deciding how to scale paid spend — the budget-by-creative quadrant and which lever to pull based on current performance.
--- name: "ads-scaling-quadrant" title: "The scaling quadrant" description: "Use this skill when deciding how to scale paid spend — the budget-by-creative quadrant and which lever to pull based on current performance." category: Ads --- # The Scaling Quadrant Framework ## Why Scaling Is Complex Scaling is not easy - "just do more of what's working" is oversimplified. The Scaling Quadrant helps answer: how do I scale when I have no budget? Or when I have budget but no time? ## The Scaling Quadrant Overview - **X-axis** = Effort (Low to High) = Horizontal Scaling (scaling across campaigns) - **Y-axis** = Budget (Low to High) = Vertical Scaling (scaling existing campaigns by raising budgets)
Overview
Scaling is not easy - "just do more of what's working" is oversimplified. The Scaling Quadrant helps answer: how do I scale when I have no budget? Or when I have budget but no time?
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New-Item -ItemType Directory -Force "$HOME\.claude\skills" | Out-Null; Invoke-WebRequest "https://m.agentalley.io/zip/0a986c7ec40280c737bd/ads-scaling-quadrant.zip" -OutFile "$env:TEMP\ads-scaling-quadrant.zip"; Expand-Archive "$env:TEMP\ads-scaling-quadrant.zip" -DestinationPath "$HOME\.claude\skills" -ForceClaude.ai / desktop
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The Scaling Quadrant Framework
Why Scaling Is Complex
Scaling is not easy - "just do more of what's working" is oversimplified. The Scaling Quadrant helps answer: how do I scale when I have no budget? Or when I have budget but no time?
The Scaling Quadrant Overview
- X-axis = Effort (Low to High) = Horizontal Scaling (scaling across campaigns)
- Y-axis = Budget (Low to High) = Vertical Scaling (scaling existing campaigns by raising budgets)
Four Quadrants
| Quadrant | Position | What It Means |
|---|---|---|
| AU (Audiences) | Top-Left (High Budget, Low Effort) | Scale through audiences - increasing audience size/frequency, adding more audience segments |
| GEO (Geography) | Top-Right (High Budget, High Effort) | Scale through geography - reach new countries/regions |
| AD (Ads) | Bottom-Left (Low Budget, Low Effort) | Scale by improving ads - new creative/messaging, testing ad types |
| O&B (Objectives & Bids) | Bottom-Right (Low Budget, High Effort) | Scale by changing campaign objectives & bid strategies |
When to Use Each Quadrant
Scenario 1: Have No Budget and Need to Scale
Focus on: AD and O&B (bottom quadrants)
Strategy: Improve your ads and test different campaign objectives or bidding strategies to reduce cost. If your ads convert better, that frees up budget. If you find a more cost-effective objective or bid strategy, that also frees up budget for additional volume.
Scenario 2: Have Excess Budget but No Time
Focus on: AU and GEO (top quadrants)
Strategy: Scale through audiences and targeted locations. This allows you to scale reach with the lowest campaign effort. You can leverage existing campaign assets (ads/offers) and expand reach in the shortest time.
Securing Budget from Stakeholders
Budget is the fuel that powers your paid media program. To get more, build a case that makes stakeholders as certain as possible.
Step 1: Pull the Numbers
- Which channels are performing best? (e.g., "Google Ads drove the most opps at the lowest cost")
- What's the overall blended trend? (e.g., "Opps increasing QoQ at X% lower cost")
- What's the current return on investment? (e.g., "$X pipe-to-spend and X% ROI")
Step 2: Find the Story
- What went well? (highlights)
- What went bad? (lowlights)
- Where are we today vs before? (the journey)
- What were the biggest blockers? (obstacles)
- Where do we go from here? (opportunities)
Step 3: Present Your Case
Data alone won't persuade. Stories without data are subject to suspicion. Combine both to address stakeholder concerns and build certainty. Your stakeholders want you to be right - they're analyzing upside and downside like investors. Make the case compelling enough that they feel certain about the return.
By Ivan Falco - Frontal
| 1 | |
| 2 | name "ads-scaling-quadrant" |
| 3 | title "The scaling quadrant" |
| 4 | description "Use this skill when deciding how to scale paid spend — the budget-by-creative quadrant and which lever to pull based on current performance." |
| 5 | category Ads |
| 6 | |
| 7 | |
| 8 | # The Scaling Quadrant Framework |
| 9 | |
| 10 | ## Why Scaling Is Complex |
| 11 | |
| 12 | Scaling is not easy - "just do more of what's working" is oversimplified. The Scaling Quadrant helps answer: how do I scale when I have no budget? Or when I have budget but no time? |
| 13 | |
| 14 | ## The Scaling Quadrant Overview |
| 15 | |
| 16 | **X-axis** = Effort (Low to High) = Horizontal Scaling (scaling across campaigns) |
| 17 | **Y-axis** = Budget (Low to High) = Vertical Scaling (scaling existing campaigns by raising budgets) |
| 18 | |
| 19 | ## Four Quadrants |
| 20 | |
| 21 | | Quadrant | Position | What It Means | |
| 22 | |----------|----------|---------------| |
| 23 | | AU (Audiences) | Top-Left (High Budget, Low Effort) | Scale through audiences - increasing audience size/frequency, adding more audience segments | |
| 24 | | GEO (Geography) | Top-Right (High Budget, High Effort) | Scale through geography - reach new countries/regions | |
| 25 | | AD (Ads) | Bottom-Left (Low Budget, Low Effort) | Scale by improving ads - new creative/messaging, testing ad types | |
| 26 | | O&B (Objectives & Bids) | Bottom-Right (Low Budget, High Effort) | Scale by changing campaign objectives & bid strategies | |
| 27 | |
| 28 | ## When to Use Each Quadrant |
| 29 | |
| 30 | ### Scenario 1: Have No Budget and Need to Scale |
| 31 | |
| 32 | **Focus on:** AD and O&B (bottom quadrants) |
| 33 | |
| 34 | **Strategy:** Improve your ads and test different campaign objectives or bidding strategies to reduce cost. If your ads convert better, that frees up budget. If you find a more cost-effective objective or bid strategy, that also frees up budget for additional volume. |
| 35 | |
| 36 | ### Scenario 2: Have Excess Budget but No Time |
| 37 | |
| 38 | **Focus on:** AU and GEO (top quadrants) |
| 39 | |
| 40 | **Strategy:** Scale through audiences and targeted locations. This allows you to scale reach with the lowest campaign effort. You can leverage existing campaign assets (ads/offers) and expand reach in the shortest time. |
| 41 | |
| 42 | ## Securing Budget from Stakeholders |
| 43 | |
| 44 | Budget is the fuel that powers your paid media program. To get more, build a case that makes stakeholders as certain as possible. |
| 45 | |
| 46 | ### Step 1: Pull the Numbers |
| 47 | |
| 48 | Which channels are performing best? (e.g., "Google Ads drove the most opps at the lowest cost") |
| 49 | What's the overall blended trend? (e.g., "Opps increasing QoQ at X% lower cost") |
| 50 | What's the current return on investment? (e.g., "$X pipe-to-spend and X% ROI") |
| 51 | |
| 52 | ### Step 2: Find the Story |
| 53 | |
| 54 | What went well? (highlights) |
| 55 | What went bad? (lowlights) |
| 56 | Where are we today vs before? (the journey) |
| 57 | What were the biggest blockers? (obstacles) |
| 58 | Where do we go from here? (opportunities) |
| 59 | |
| 60 | ### Step 3: Present Your Case |
| 61 | |
| 62 | Data alone won't persuade. Stories without data are subject to suspicion. Combine both to address stakeholder concerns and build certainty. Your stakeholders want you to be right - they're analyzing upside and downside like investors. Make the case compelling enough that they feel certain about the return. |
| 63 | |
| 64 | |
| 65 | |
| 66 | > By Ivan Falco - Frontal |
| 67 |
Details
- Updated
- Sep 23, 2026
- License
- MIT
- Stars on the repo
- ★ 159
- Checked
- Source
- swan-gtm/gtm-skills ↗
- Creator
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