Scaling TikTok Ads: Surf Strategy

On Facebook, you increase budget by 20% every few days. On TikTok, that is too slow. TikTok ads are volatile. If an ad takes off, you need to Surf the Wave.

The Surf Strategy

Step 1: The Signal Look for an ad with a CPA half of your target. (e.g., Target CPA: $20. Ad CPA: $10).

Step 2: The Doubling Do not increase budget by 20%. Double it immediately. If budget is $50, make it $100. Wait 24 hours.

Step 3: The Repeat or The Kill

• Scenario A: CPA is still good ($12). Double again ($200).
• Scenario B: CPA spiked ($25). Kill the campaign.

Why this works

TikTok's algorithm favors "Momentum." When a video is viral, it has infinite inventory. You need to grab it now. It won't be there next week.

Automated Rules

You can't stare at the screen 24/7. Set an Automated Rule:

• IF: CPA < $15 AND Impressions > 1,000.
• THEN: Increase Budget by 50% (Once a day).
• IF: CPA → $30.
• THEN: Turn Off.

Summary

Scared money doesn't make money on TikTok. When you see a winner, bet the house. When it dies, fold.