Spending more money in Google Ads is easy. The real challenge is maintaining or improving your return as your ad spend increases.
Whether you call it scaling, growing, or ramping up, every business owner ultimately wants to know one thing: Will increasing spend lead to profitable results?
When it comes down to it, the size of your Google Ads budget does not matter. Most business owners would agree that their ad spend is unlimited as long as it continues to generate returns that justify the investment.
Scaling Google Ads successfully is not about spending more during high season or chasing quick results. It is about long-term, sustainable growth based on data and structure.
In this article, we will look at the two core mechanisms that allow you to scale any paid account, and we will review two real case studies showing how this works for both eCommerce and lead generation businesses.
The Two Core Mechanisms for Scaling Google Ads
Over the years, marketers have come up with countless scaling tactics for Google Ads. However, when you strip them back, there are really only two mechanisms that truly drive scalable growth:
- Increases Your Search Impression Share
To put it simply, spending more money on the keyword themes or products that are giving the best results right now is the easiest & quickiest way to scale your spen -
Reach Out to Colder Audiences
Increasing your ad exposure to new audiences, locations, new keywords themes, or placements. This can involve launching new campaigns, testing broader match types, or expanding into other campaign types like Video or Demand Gen that show your ads on different networks like YouTube or Display.
The most successful scaling strategies use a combination of both.
Why Bidding Strategy Matters When Scaling
One of the biggest mistakes advertisers make when scaling is using the wrong bidding strategy.
Your bidding approach determines how Google’s algorithm distributes spend and what kind of traffic you attract. If your goal is to scale, you need a bidding model that balances volume with profitability.
Before increasing spend, review your current bidding setup to make sure that your current tROAS is not set to high or your current tCPA is set to low.
If so, these targets could be 'brake' on your spend and limit your reach.
NOTE: the goal here is to find the right balance so that you are not targeting low quality traffic.
Real-World Scaling Examples
Now that you understand the mechanisms behind scaling, you can see some real-world examples for both eCommerce & Lead Generation accounts of how we significantly scaled their ad spend (& revenue for the business).
👉 You can watch the video here.
Have a great week,
Aaron
- Monday 17th November, 8pm AEST: How to SCALE Google Ads the RIGHT Way
- Wednesday 19th November, 8pm AEST: Stop Stressing About Your Google Ads Campaigns
Head Over To My YouTube Channel 👇
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Wednesday, 17th, November, 2025, 00:00 AM (AEST)
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