In marketing, scaling campaigns can lead to a plateau in performance due to the law of diminishing returns.
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Scaling Dashboard
Denis Capko
Updated: May 29, 2025
Description
Click through a step-by-step, interactive demo walkthrough of Google, powered by Supademo.
Steps
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In marketing, scaling campaigns can lead to a plateau in performance due to the law of diminishing returns.
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Firstly, these Simple Regressions will help you better understand how your performance declines with an increased budget.
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You'll also see instantly at what budget are you breaking even
* Contribution margin = 0)
* Profit over ad spend = 100%
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If your data set is not perfect (which is totally normal), you can filter out extremes to get a better fitting regression & prediction
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Let's proceed to the next steps now.
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Secondly, you can see how is your campaign targeting changing with increased budget.
Some of the questions you can find answer for -->
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Am I targeting the correct people?
* By how much less are people clicking my ads with higher spend (broader targeting)?
* Is the traffic converting less with higher spend (by how much)?
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If i pay more for a click, am I also taking up more ad-space in the auction?
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There are plenty of scaling insights hidden in Google Impression Share Metrics.
Using these can directly tell you, where Google thinks your Lost Potential to Scale hides.
Lets take a deep dive
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Thanks to Lost Impression share metrics, we can estimate:
* How much potential Revenue (Conversion value)
* How many Orders (Conversions)
did we lose because of Budget, or Bid Limitations
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This report goes deeper and also calculates, How much could you potentially Spend and Earn via Google Ads
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The Incremental Net Contribution Margin is then calculated from the potentially lost Revenue & Investment
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We have to keep in mind, that with higher investments, our efficiency naturally tends to decline.
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That's why you can estimate CPM and Conversion rate based on 12-month avg. historic data
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Now continue through the next steps
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With CPM estimations, our Investment Headroom changes
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With Conversion Rate Estimates, we are able to influence the "Est. Icremental ROAS" (efficiency)
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Proceed to the following steps now.
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Thanks to our estimates, we get a more precise estimation of our Google Ads campaign Contribution Margin Potential.
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This report also shows the Gross Profit Potential in Time.
Thus you can see lost potential during peak seasons like Black Friday.
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You can analyze way more metrics including:
* Headroom Investment
* Lost Headroom Gross Profit
* Lost Revenue
* Lost Conversions...
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For example, let's add "Investment Headroom (Lost Spend)" into the chart
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We can also go more glanular and analyze a specific campaign.
Simply click & select a certain campaign
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The time series graph dynamically adjusts based on our selected campaign.
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The final section takes a closer look how your campaigns were held back by budget or bids over time
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The Bid & Budget Limits are reported for both the campaign and search keyword level
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The Red Columns are for bid (tROAS) limitations