When to Kill a Facebook Ad and When to Scale It
The hardest part of managing Facebook Ads isn't starting them; it is managing them. You wake up in the morning, look at your account, and have to decide: Do I turn this off? Or do I spend more money? Making the wrong choice costs you profit.
Here is a simple traffic light system for your decision making.
The Red Light (Kill It)
If an ad has spent 2x your product cost and has zero sales, kill it. It is a dud.
Example: You sell a $50 item. The ad spent $100 with no sales. Turn it off immediately.
The Yellow Light (Let it Ride)
If an ad is breaking even or making a tiny profit, leave it alone. Don't increase the budget, but don't kill it. It is adding volume to your account and collecting data.
The Green Light (Scale It)
If an ad has a ROAS (Return on Ad Spend) of 3x or higher over the last 7 days, it is a winner. Increase the budget by 20%. Do not double the budget instantly! That confuses the algorithm. Slow and steady wins the race.
Feeding the Winners
To scale, you need more versions of your winning ad. If a video of a dog worked, you need 5 more videos of dogs. Stirling helps you iterate on your winners quickly.
