"Scale +20–30%" means raise the daily budget where the budget lives. For the Advantage+ (ASC) campaign, that's the CAMPAIGN: Ads Manager → Campaigns tab → hover "[CS] NEW & EXISTING | ASC" → Edit → increase Daily Budget by no more than 30% → Publish. For a normal ad set (e.g. "Boucle Loungi (Clearance Push)"), do the same on the Ad Sets tab. Never jump more than ~30% at once — bigger jumps reset Meta's learning and performance dips for days. Repeat every 2–3 days while ROAS holds above 3x.
"Turn off / Archive" means: Ads tab → find the ad by name → flick its toggle to off. Safe any time; only affects that ad. Inside the ASC campaign this is also how you "scale a winner" — you can't give one ad more budget directly, but switching weak ads OFF forces Meta to concentrate spend on the remaining winners.
"Duplicate" means: tick the ad → Duplicate button → keep it in the same campaign → Publish. The copy starts with fresh frequency (new people see it), which is the fix when a winner's frequency creeps above ~2.5.
"Recreate the formula" means: make a NEW video/image following the winning ad's structure (see Creative Playbook below), upload as a new ad in the same campaign, and let Meta decide. Never edit a winning ad in place — editing resets its learning.