The most common mistake new advertisers make is pouring the whole budget into one campaign from day one. A better approach splits budget into 3 phases.
Test phase (10–20% of budget): run 3–5 ad groups with different creatives and audiences, each with a small equal budget. The goal is to find the creative + audience combo with the best CTR and conversion rate, not to maximize sales yet.
Scale phase (60–70%): raise budget on the winners in 20–30% steps every 2–3 days. Jumping more than 50% at once pushes the ad group back into the learning phase and makes performance swing.
Optimize phase (the remaining 10–20%): refresh creatives once frequency passes 3–4 views per person, test lookalike expansion, and keep reserve budget for peak periods.
Track daily spend on the AdHub.la analytics dashboard to catch ad groups that overspend without converting.