How to Use the Meta Ads Scaling ROAS Decay Predictor
As you increase your daily budget on Meta ads, auction competition intensifies and your audience pool saturates faster, both of which tend to push ROAS down over time. This calculator uses a common industry rule of thumb (roughly 15% ROAS decay per budget doubling) to estimate what your ROAS and revenue might look like at a higher target budget.
It also works backwards: enter the minimum ROAS you're willing to accept (your breakeven point), and the calculator estimates the maximum daily budget you could scale to while staying above that floor.
Actual decay rates vary by industry, creative fatigue, and audience size, so treat the output as a planning guideline rather than a guarantee. When scaling in practice, increasing budget gradually and monitoring real ROAS at each step is the safer approach than jumping straight to a large increase.
Frequently Asked Questions
It's a common industry rule of thumb for Meta ads: each time you double your budget, auction competition and audience saturation tend to drop ROAS by roughly 10-20%. This calculator uses 15% as a middle estimate; actual decay varies by account.
Beyond the calculated maximum daily budget, ROAS is likely to fall below your minimum acceptable level. It's safer to scale in smaller steps and monitor actual ROAS at each stage.