Sitting on a loser hoping it turns? Write your kill rules first.

Sitting on a loser hoping it turns? Write your kill rules first.

Emotion keeps dead ad sets alive and bleeds your budget. Decide BEFORE you launch.

— Rule 1: spend = 2x your target CPA with zero conversions → kill. No mercy.
— Rule 2: 3 days live, CPA still 50%+ over target → kill.
— Rule 3: CTR under half your account average AND CPM rising → kill, the auction hates it.
— Rule 4: one rule trips? Pause. Two trip? Delete and don't look back.

Write these in the campaign NAME if you have to. Make the rule un-ignorable.

Risk: killing pre-learning-phase throws away signal. Give it the 50 OR the 2x-spend trigger, whichever hits first.

Set your kill rules on your next launch before you hit publish.