Our mantra at Oxbird has always been nail-it and scale-it.
So what does that mean? The first few months of account management are geared towards gathering enough data to make statistically relevant optimizations. As optimizations are being made, negative keywords are being added (on the Google side), or low performing audiences are being paused (Facebook side), and typically the cost-per-lead will start to drop and the client will begin seeing a positive ROI. Once we get the CPL down, ideally at or below target CPL, and it remains there consistently (over a period of 3+ months), we know that we've "nailed-it" and it's time to "scale-it."
However, it should be mentioned that scaling-it requires there being enough volume to do so. If the campaign(s) are already set on a 24/7 schedule and have a high impression share but are only spending 70% of the budget each month, spending more might not be an option. Of course, if there is a low CTR, possibility to expand GEO, or we are not very aggressive with bidding, then there is some opportunity. If the former is the case, then it's usually best to think about adding another platform such as Microsoft ads.
If we've nailed the campaign(s) and they are currently "limited-by-budget", then we'll look into how much more we think can be spent and offer a recommendation.
If you have any accounts that you feel that we have nailed but haven't scaled, please reach out to
success@oxbird.com and we'll get those looked into.