When to Scale or Pause Campaigns
Budget decisions should follow break-even ROAS and cash flow constraints, not isolated daily spikes.
Use the Break-Even ROAS Calculator
Calculate your break-even ROAS from contribution margin first. This gives you the hard floor—any campaign below this threshold should pause, regardless of platform-reported efficiency.
Open CalculatorDecision Matrix
| ROAS Condition | Action | Check Before Action |
|---|---|---|
| 20%+ above break-even | Scale in 10-20% steps | Confirm stable CAC and payback |
| Near break-even | Hold and optimize funnel | Improve conversion and AOV |
| 10%+ below break-even | Pause or cap spend | Rework offer and targeting |
Run the numbers first
Scale/Pause Decision Links
Use break-even and payback thresholds before changing campaign budgets.
Get Weekly RPM/ROAS Benchmarks
Use weekly benchmark updates in your account review to decide scale, hold, or pause with confidence.
Includes: break-even guardrails, scenario prompts, and benchmark review steps.
Prefer a direct download? Open the ROAS Decision Matrix page.