The difference between optimising a campaign and simply spending more

Increasing the budget on a weak campaign multiplies the loss, not the result. First you need to know why the campaign is weak, not try to solve it with more money.

How to tell the difference

Optimisation means testing variables: a different image, a different audience, a different message — then measuring which one performs better. Spending more without testing means funding the same mistake at a larger scale.

Spending more on a campaign that is not working means burning money faster, not getting better results.