Scaling Roadmap Builder
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsgoogle-adsSKILL.md
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# Scaling Roadmap Builder
Grow your Google Ads spend without growing your CPA.
## Core Philosophy
**Scaling is not just spending more.** It's systematically expanding what works while maintaining efficiency.
**The Scaling Paradox:** The things that got you to $10K/month won't get you to $50K/month. Structure, strategy, and approach must evolve.
**The Three Laws of Scaling:**
1. **Efficiency first:** Never scale what isn't working
2. **Incremental growth:** 20-30% increases, not 200%
3. **Diversification:** Single-campaign dependency is a ceiling
---
## Required Context
### Must Have
**1. Current State**
- Current monthly spend
- Current conversions
- Current CPA or ROAS
- Number of campaigns
**2. Growth Target**
- Target monthly spend (or target conversions)
- Timeline expectations (realistic or aggressive)
- Budget constraints (fixed increases or flexible)
### Strongly Recommended
**3. Performance Baseline**
- Campaign-level breakdown
- Best performing campaign(s)
- Efficiency by campaign type (brand, non-brand, remarketing)
**4. Business Context**
- Conversion type (leads, sales, demos)
- Average deal value or LTV
- Sales capacity constraints (can you handle more leads?)
### Nice to Have
- Historical scaling attempts (what happened)
- Competitive landscape
- Seasonality patterns
- Market size estimates
---
## Scaling Assessment Framework
### Phase 0: Scaling Readiness Check
Before planning growth, verify the foundation is solid.
**Minimum Requirements to Scale:**
| Requirement | Threshold | Why |
|-------------|-----------|-----|
| Conversion tracking | Accurate | Can't optimize what you can't measure |
| Baseline efficiency | At or below target CPA | Don't scale inefficiency |
| Data volume | 30+ conversions/month | Need signal for optimization |
| Account structure | Campaigns organized | Chaos doesn't scale |
| Landing pages | Converting | Traffic to bad pages = waste |
**Readiness Score:**
- 5/5 requirements met: Ready to scale
- 3-4/5: Fix gaps first, then scale
- <3/5: Focus on fundamentals, scaling will fail
---
### Scaling Velocity Guidelines
**Conservative Scaling (Recommended):**
- 15-25% budget increase per phase
- 2-4 weeks per phase
- Lower risk, sustainable growth
**Moderate Scaling:**
- 25-40% budget increase per phase
- 2-3 weeks per phase
- Medium risk, faster growth
**Aggressive Scaling (Caution):**
- 40-60% budget increase per phase
- 1-2 weeks per phase
- Higher risk, CPA volatility likely
**Scaling Speed Factors:**
| Factor | Allows Faster Scaling | Requires Slower Scaling |
|--------|----------------------|------------------------|
| Current efficiency | CPA far below target | CPA near target |
| Data volume | High (100+ conv/mo) | Low (<50 conv/mo) |
| Impression share | Low (<50%) | High (>80%) |
| Market size | Large/untapped | Small/saturated |
| Competition | Stable | Increasing |
---
## Scaling Strategies by Stage
### Stage 1: $1K-$5K/month (Foundation)
**Focus:** Prove the model works
**Priorities:**
1. Nail conversion tracking
2. Find 1-2 profitable campaigns
3. Establish baseline metrics
4. Test core messaging
**Scaling Approach:**
- Increase budgets on winners
- Cut losers quickly
- Simple structure (3-5 campaigns max)
**Typical Timeline:** 1-2 months per $1K increase
---
### Stage 2: $5K-$15K/month (Optimization)
**Focus:** Maximize efficiency before expanding
**Priorities:**
1. Optimize winning campaigns deeply
2. Add keyword variations to winners
3. Test landing pages
4. Build remarketing foundation
**Scaling Approach:**
- Vertical scaling (more budget to winners)
- Horizontal expansion (new keywords in proven campaigns)
- Start audience testing
**Typical Timeline:** 1 month per $2-3K increase
---
### Stage 3: $15K-$50K/month (Expansion)
**Focus:** Diversify traffic sources
**Priorities:**
1. Launch new campaign types
2. Test new audiences
3. Expand geo/device targeting
4. Build campaign ecosystem
**Scaling Approach:**
- Balance vertical and horizontal growth
- Test new campaign types (DSA, Performance Max, YouTube)
- Segment audiences for personalization
**Typical Timeline:** 1-2 months per $5-10K increase
---
### Stage 4: $50K-$150K/month (Sophistication)
**Focus:** Efficiency at scale
**Priorities:**
1. Advanced bid strategies
2. Audience layering
3. Full-funnel approach
4. Creative testing at scale
**Scaling Approach:**
- Portfolio bid strategies
- Audience segmentation
- Multi-touch attribution
- Cross-channel coordination
**Typical Timeline:** 2-3 months per $20-30K increase
---
### Stage 5: $150K+/month (Dominance)
**Focus:** Market share and marginal gains
**Priorities:**
1. Impression share maximization
2. Incrementality testing
3. Brand building
4. Competitive defense
**Scaling Approach:**
- Diminishing returns management
- Test offline impact
- Invest in brand
- Explore new markets/products
**Typical Timeline:** Varies by market opportunity
---
## Output Format
### Scaling Roadmap Summary
```
═══════════════════════════════════════════════════════════════
SCALING ROADMAP: $[Current] → $[Target]/month
Timeline: [X] months
Phases: [X]
Confidence Level: High / Medium / Low
═══════════════════════════════════════════════════════════════
```
---
### 📊 Current State Assessment
**Readiness Score: [X]/5**
| Requirement | Status | Notes |
|-------------|--------|-------|
| Conversion tracking | ✅/❌ | [Detail] |
| Baseline efficiency | ✅/❌ | [CPA vs target] |
| Data volume | ✅/❌ | [X conv/month] |
| Account structure | ✅/❌ | [Assessment] |
| Landing pages | ✅/❌ | [Assessment] |
**Current Performance:**
```
Monthly Spend: $[X]
Monthly Conversions: [X]
CPA: $[X] (Target: $[X])
Primary Campaign: [Name] ([X]% of conversions)
```
**Scaling Capacity:**
- Impression share headroom: [X]%
- Budget-limited campaigns: [X]
- Estimated addressable market: [Assessment]
---
### 🎯 Scaling Target
**Goal:** $[Current]/month → $[Target]/month
**Growth Multiple:** [X]x
**Expected Outcomes at Target:**
```
Monthly Spend: $[Target]
Projected Conversions: [X]-[X]
Projected CPA: $[X]-$[X]
```
**Key Assumptions:**
- [Assumption 1]
- [Assumption 2]
---
### 🗺️ Phase-by-Phase Roadmap
---
**PHASE 1: [Name]**
*[Duration] | $[Start] → $[End]*
**Objective:** [One sentence goal]
**Budget Change:**
```
Start: $[X]/month
End: $[X]/month
Increase: +$[X] (+[X]%)
```
**Actions:**
1. [ ] [Specific action]
2. [ ] [Specific action]
3. [ ] [Specific action]
**Success Criteria:**
- CPA remains below $[X]
- Conversions increase to [X]+
- [Other metric]
**Risk Mitigation:**
- If CPA rises >15%: [Action]
- If conversions don't increase: [Action]
**Checkpoint:** [Date/Week]
---
**PHASE 2: [Name]**
*[Duration] | $[Start] → $[End]*
[Same format as Phase 1]
---
**PHASE 3: [Name]**
*[Duration] | $[Start] → $[End]*
[Same format as Phase 1]
---
### 📈 Projected Growth Curve
```
Month 1: $[X] → [X] conversions @ $[X] CPA
Month 2: $[X] → [X] conversions @ $[X] CPA
Month 3: $[X] → [X] conversions @ $[X] CPA
...
Month N: $[Target] → [X] conversions @ $[X] CPA
```
**Visual:**
```
[Simple ASCII chart showing spend vs conversions over time]
```
---
### ⚠️ Scaling Risks & Mitigation
**Risk 1: CPA Inflation**
- Likelihood: Medium-High
- Impact: Profitability erosion
- Mitigation: Gradual increases, efficiency monitoring, quick pullback triggers
**Risk 2: Market Saturation**
- Likelihood: Depends on market size
- Impact: Diminishing returns
- Mitigation: Diversify campaigns, test new audiences, expand geo
**Risk 3: Competitive Response**
- Likelihood: Medium
- Impact: Increased CPCs
- Mitigation: Monitor auction insights, maintain efficiency buffers
**Risk 4: Quality Degradation**
- Likelihood: Medium (especially for lead gen)
- Impact: Lower close rates
- Mitigation: Track backend metrics, adjust lead scoring
---
### 🛑 Pause Triggers
Stop scaling and reassess if:
- [ ] CPA exceeds target by >25% for 2+ weeks
- [ ] Conversion volume doesn't increase with budget
- [ ] Backend quality (close rate, LTV) drops significantly
- [ ] Impression share stops improving despite budget increases
---
### ✅ Phase Completion Checklist
Before moving to next phase, confirm:
- [ ] CPA within acceptable range
- [ ] Conversion volume increased proportionally
- [ ] No quality degradation
- [ ] Campaigns stable (not volatile)
- [ ] Team capacity can handle volume
- [ ] Budget approved for next phase
---
### 💡 Strategic Recommendations
**Quick Wins (Weeks 1-2):**
1. [Immediate optimization opportunity]
2. [Low-hanging fruit]
**Medium-Term (Months 1-2):**
1. [Strategic initiative]
2. [Testing priority]
**Long-Term (Months 3+):**
1. [Expansion opportunity]
2. [New channel/strategy]
---
## Common Scaling Patterns
### Pattern 1: Single Winner Scale
**Situation:** One campaign drives 80% of results
**Approach:**
1. Scale winner until CPA increases 15-20%
2. Launch variations of winner (new keywords, audiences)
3. Diversify to reduce single-campaign dependency
### Pattern 2: Broad Portfolio Scale
**Situation:** Multiple campaigns performing similarly
**Approach:**
1. Increase budgets proportionally
2. Let Smart Bidding optimize across campaigns
3. Monitor for winners and losers to emerge
### Pattern 3: Efficient but Capped
**Situation:** CPA well below target, but can't spend budget
**Approach:**
1. Expand targeting (keywords, audiences, geo)
2. Test new campaign types
3. Increase bids/targets to capture more volume
### Pattern 4: At Capacity
**Situation:** High impression share, near CPA ceiling
**Approach:**
1. Accept slower growth
2. Focus on efficiency improvements
3. Expand to new markets/products
4. Test adjacent channels
---
## Limitations
**I can provide:**
- Phased growth framework
- Realistic timeline estimates
- Risk identification and mitigation
- Success criteria for each phase
**I cannot provide:**
- Market size guarantees
- Exact CPA projections at scale
- Competitive response predictions
- Backend quality impact
**For better roadmaps, also provide:**
- Historical scaling performance
- Market research / TAM estimates
- Competitive landscape details
- Sales team capacity constraints
---
## Quality Checklist
Before delivering roadmap:
- [ ] Readiness assessment completed
- [ ] Growth target is realistic for market
- [ ] Phases are appropriately sized (not too aggressive)
- [ ] Each phase has clear success criteria
- [ ] Risks identified with mitigations
- [ ] Pause triggers defined
- [ ] Timeline includes buffer for setbacks
- [ ] Backend capacity considered (can they handle leads?)
ReadyScaling Roadmap Builder
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