Check the purchase event
Review how purchase events are recorded. Duplicate events or incomplete event data can make campaign reporting misleading.
Check the destination
Open the landing page on a phone, review the offer, and complete the customer journey as far as you can. An ad cannot fix a confusing checkout.
Check the creative supply
Make sure you have a next round of useful concepts ready. Increasing spend without new testing options can leave you dependent on a small set of ads.
Agree on the decision
Define the budget change, the review period, and the signals that would make you continue, hold, or reduce spend. Record that decision before making the change.