Zeller Media · Free Tool

How Fast Should I Scale?

Brand-new accounts — and accounts restarting after firing an agency — get punished for scaling too fast. See a sane 30/60/90-day ramp by platform so you don't reset the learning phase every time you get impatient.

Your setup

Target steady-state budget $15,000/mo

$1K$200K

Account situation

Primary platform

Your ramp plan

Avoid the reset trap: raising budget more than ~20% at once, pausing/reactivating ad sets, or editing creative mid-flight all risk kicking the algorithm back into learning phase. Make one change at a time, then wait 3–5 days before the next.

For a brand-new Google account targeting $15,000/mo at steady state, start around 30% of target in week one to gather conversion signal, then step up roughly weekly — resist the urge to jump straight to full budget.

Original Zeller Media pacing methodology, built on general platform guardrails (Google, Meta, and TikTok's own published learning-phase guidance calls for ~50 optimization events per ad set per week and minimal disruptive edits). No platform publishes an official day-by-day budget schedule — treat this as a sound starting framework, not a formula from Google or Meta.

Zeller Media

Starting fresh, or cleaning up after a bad agency?

The first 90 days set the trajectory for everything after. Bradley Zeller has stood up dozens of new accounts without the whiplash.

Talk to Bradley → Paid Search & Paid Social Consulting · zellermedia.com

How Fast Should I Scale?

Starting fresh, or cleaning up after a bad agency?

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