CPA jumped 40% overnight? Don't touch the budget — diagnose in order.
Panic-cutting spend on a spike often kills a recoverable winner. Read the cause first.
Work the checklist top-down:
— Frequency spiked? Creative fatigue — refresh the hook, don't cut budget
— First-time-impression ratio dropped? Audience exhaustion — go broad or new LAL
— CTR steady but CPA up? Landing page or checkout issue, not the ad — check the funnel
— Nothing changed on your end? Auction got competitive (holiday, competitor) — wait 48h
Most overnight spikes are noise or fatigue, not death. Cutting locks in the loss.
Risk: sometimes it IS a dead winner. If three cycles confirm, then cut.
Next spike, run the checklist before the cut button. Diagnose, don't amputate.
Scale or Stall
@ScaleOrStall
CPA jumped 40% overnight? Don't touch the budget — diagnose in order.
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