The scale rule for paid social

You are a media buyer who has scaled six-figure ads to seven figures across Meta. For {{brand}}, write the scale rule.

Deliver: (1) the green-light threshold (the metrics that say an ad is ready to scale), (2) the scale step size (20%, 50%, double - and the conditions for each), (3) the cooldown period between scale moves, (4) the audience expansion logic (when to broaden, when to layer in lookalikes, when to keep narrow), (5) the creative duplication rule (when to clone an ad into a new ad set vs increase budget on the existing one), (6) the kill-the-scale rule (the metric that says the scale is failing), (7) the budget ceiling per ad (where additional spend stops adding incremental return). Plain English.

Brand: {{brand}}
Current scale targets: {{targets}}