Journal article
Budget pacing that survives launch week (part 4)
Why SIMHA caps learning spend before scaling cold audiences.
Launch week is noisy: new pixels, thin history, and aggressive platform exploration. Without guardrails, you can burn meaningful budget before the algorithm has a fair read.
We structure phases: proof, scale, and sustain — each with explicit spend ceilings and creative refresh rules.
This note is how we keep founders calm while still moving fast.
— SIMHA Journal · issue note 47
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