When to kill an ad: the 3x-CPA rule

When to kill an ad: the 3x-CPA rule

The playbook for pulling a creative without guessing. CPA = cost per acquisition.
— Step 1: set a kill threshold at 3x your target CPA. Target $30 → kill line $90.
— Step 2: wait for that spend before judging. Spend 3x CPA with zero sales = statistically a dud, not bad luck.
— Step 3: if it spent 1x CPA with 1 sale, leave it — too early.
— Step 4: log the creative angle, not just the ad, so you stop re-testing dead concepts.

Kill-spend basis across 40 accounts, 90d: top buyers pull at 2.8x CPA / median 4.1x / laggards 7x+ (bleeding budget).

Read: pre-set the kill line before launch, or emotion sets it for you at 7x.