Google Ads SOP — Scaling
Grow volume while protecting unit economics. Updated Nov 4, 2025
What You're Doing
You're increasing leads while keeping your cost per lead steady (or better).
1) Confirm you're ready
- CPL or ROAS is solid for 30+ days.
- Tracking works.
- You've already fixed leaks (keyword + campaign SOPs done).
2) Pick your method
Vertical scaling
Raise budget or bids 15–20% at a time.
Horizontal scaling
Add new cities, audiences, or close variants.
3) Watch the numbers
- If CPL jumps more than ~20%, pause and reassess.
- Check CTR, conversion rate, and total conversions daily for a week after any scale move.
4) Keep ads and pages fresh
- Add new angles, offers, or headlines before fatigue hits.
- Don't scale old creative — scale your best performer.
5) Document what works
- Note which ad group, keyword, or segment carried the scale.
- That becomes your next "core" setup.
Pro Tips (Advanced)
- Value-based bidding: If you track lead quality, use "Maximize Conversion Value" so Google prioritizes high-value customers — not just cheap clicks.
- Broad match with guardrails: Broad match + Smart Bidding can find new high-intent terms, but only if you monitor search terms weekly and add negatives aggressively.
- Guardrail metrics: If your CPL jumps 20%+ after scaling, pause, reset, and re-optimize before spending more. Don't throw good money after bad.
- CRM integration: Pipe form leads straight into your CRM or email (via Zapier/webhooks) so no one slips through. Zero-delay response = higher close rates.
Bonus: Hidden Wins
A few quick-hit tricks that move the needle:
- Use lead forms: Let users submit info right in the ad. Fewer clicks = more leads.
- Call extensions: Simple but huge. Click-to-call = instant conversion path.
- Sitelinks + callouts: Add "Free Quote," "Book a Demo," "24/7 Service." Increases CTR fast.
- Scripts or rules: Automate alerts when spend spikes or conversions dip.
- Fast follow-up: Call new leads within 5–10 minutes. Response speed often beats ad spend.