¶ Overview
Surf is an automation tactic that can monitor and optimize your spending 24/7, allowing you to take your mind off of budget management so you can focus on other things. Surf makes sure that your budget can ‘surf’ on the waves of good performance to generate as many conversions as possible. 
Surf raises the budget of well performing assets and maximizes their performance. It can work on the ad set or campaign level depending on where you set your budget.
¶ How Surf Works
When you create the automation, you will choose the condition and the action. The condition is an event you set which signifies that the asset is a strong performer, and the action is the budget increase. Throughout the day, the tactic will check if the condition has occurred. If it has, the tactic will trigger and increase the budget by the amount you specified.
Make sure to choose a trigger that accurately represents good performance so that the tactic only triggers on desirable ad sets. To test a conversion, see if the average cost-per-conversion for acquisition is less than the average daily ad spend.
You shouldn’t measure all of your assets in the same way. The Madgicx automation tactic allows you to customize both the trigger and the action based on asset performance and budget level.
¶ Ad Set Level
Surf on the Ad Set Level uses ABO, and once the tactic triggers, the budget will increase according to an algorithm which takes the ad set’s budget and performance into account. For example, a high-performing ad set with a low budget should have a higher percentage of budget increase than a low-performing ad set with high budget.
The algorithm is determined for you according to your account’s needs, but you can customize it as you wish.
¶ Campaign Level
Surf on the Campaign Level uses CBO and is slightly more nuanced in order to handle a more complicated budget. It has three checks throughout the day, each at a specific spend level, and two double-checks in between.
When the condition is met, the tactic will trigger and increase the campaign's budget by the percentage you set. Double-checks make sure that the campaign is still profitable and would reverse the budget increase if the campaign performance does not improve.
The Madgicx tactic will check the campaign three times and then six times while using the double-checks throughout the day. If the condition is met, the tactic will raise the budget. If not, it will automatically reset. This is a daily tactic so the budget will reset every day.
¶ Step-by-Step Guide: Campaign Level
¶ Step 1 - Choose an event
Choose an event to optimize for. In other words, the conversion type you’d like to achieve.
For example, most eCommerce accounts would choose Purchase, but you can also choose Add to Cart, Outbound Clicks, or anything that best fits your needs.
Click on the event you want to choose.
¶ Step 2 - Set up checks
This is the main automation screen where you can set your preferences. First, set up the three checks. This timeline shows the three checks and two double-checks that Surf will perform througout the day. You can click and drag the check icons to change the spend levels. For example, if the first check is at $25, then the tactic will check if the condition is true once the campaign has spent $25.
¶ Step 3 - Set up double checks
Set up double-checks since they make sure that the Surf tactic doesnt hurt the campaign's profitability. If the ROAS is lower than before the increase, the double-check will reduce the budget again. You can change the decrease percentage or turn double-checks off using the toggle, although we recommend leaving them on.
¶ Step 4 - Set up tactic conditions
Here you set up the tactic conditions. That is, what will make it trigger and what the action will be. Madgicx has already filled in all the fields with the best values for your account and for the event you're optimizing, but of course you can edit and match the tactic to your needs.
The tactic will increase the budget by different amounts for different ROAS ranges. To make sure that better-performing campaigns will get higher raises, click Edit to change the ROAS ranges and percentages.
¶ Step 5 - Set surf limit
Set the surf limit. This is the top budget increase that the tactic can reach every day, and every check.
Finally, the tactic resets at midnight by default, but you can change the hour here. When you're done, click Next.
¶ Step 6 - Select assets
Select what assets you'd like the tactic to run on. You can select and deselect using the check boxes. The little 'A' stands for Auto Apply, meaning that the tactic will apply automatically for any new campaign. Click on a box twice to reach auto apply. ✔
That's it—you've launched Surf on the campaign level. Now get ready to scale your account! 
¶ Step-by-Step Guide: Ad Set Level
¶ Step 1 - Choose an event
Choose an event to optimize for. In other words, the conversion type you’d like to achieve.
For example, most eCommerce accounts would choose Purchase, but you can also choose Add to Cart, Outbound Clicks, or anything that best fits your needs.
Click on the event you want to choose.
¶ Step 2 - Set up tactic conditions
This is the main automation where you can set your preferences. First, you should set the condition.
Madgicx has already filled up all the fields with the best values for your account and for the event you're optimizing, but of course you can edit and match the tactic to your needs.
How to Choose the Best Condition
Your ad set should start surfind at the beginning of the day, so you should pick a condition that happens within 10% of your daily spend. For example, if you get 10 purchases a day on average, 1 purchase could be a good indicator that the ad set is doing well.
Spend level should be the average cost per event, or a little lower. For example, if your CPP is $10, your spend threshold should be $9-10.
¶ Step 3 - Set the action
Next, you should set the action. That is, what will happen when the condition is met. Surf ad set level increases the budgets according to an algorithm based on your budget (low, medium, or high) and the performance level (top, good, medium, and worst). Again, the values here are recommended for your account but you can adjust them as you wish.
You can also set the surf limit, which is the top budget increase that the tactic can reach every day.
¶ Step 4 - Change reset time
The tactic resets at midnight by default, but you can change the hour here. When you're done, click Next.
¶ Step 5 - Select assets
Select what assets you'd like the tactic to run on. You can select and deselect using the check boxes. The little 'A' stands for Auto Apply, meaning that the tactic will apply automatically for any ad sets you create in these campaigns. Click on a box twice to reach auto apply. ✔
That's it—you've launched Surf on the campaign level. Get ready to scale your account! 
¶ Use Cases
¶ FAQ