Paolo began his digital career building servers for software startups during the dot-com boom. He transitioned into creating custom enterprise e-commerce and digital marketing integrations for digital audio and document management companies in Philadelphia and Boston. He is a contributor to Search Engine Journal, has been featured in EContent Magazine, CIO and Mashable. He has led workshops on landing page optimization in New York City. He is certified in Google AdWords, Google Analytics and Bing Ads. Paolo is a Senior Digital Marketing Strategist at DragonSearch, specializing in paid search, conversion rate optimization, and landing page optimization.
Projections for scaling can be difficult.
For Facebook ads, part of the question will be whether you haven't captured all of your core audience because of budget. If you have narrowed down what's working and have been hamstrung by the spend, then Facebook projections can be pretty reliable as long as you're maintaining the core demographics.
For AdWords and paid search, if you're losing impression share due to budget then projecting based on that will be pretty reasonable. If you have to expand into new keywords to make the budget expansion happen, I would be conservative with the estimates and would not assume a 1 to 1 based on past performance.
Hope this helps!
best,
Paolo