Cut 3 states, ROI went green overnight

Cut 3 states, ROI went green overnight
US GEO weight-loss campaign sat at −12% ROI for a week. Looked dead. Wasn't.

Pulled the placement report by state instead of staring at the blended number. Three states were dragging everything: tons of clicks, near-zero conversions. Bot-heavy or just bad fit, didn't matter.

Blocked them. Same creatives, same budget, next 5 days:
— Blended ROI −12% to +18%
— Volume only dropped 14%
— EPC up $0.22

The campaign was profitable the whole time. Three garbage geos were hiding it inside the average. Averages lie.

Break your loser campaigns down by geo before you kill them. Go test it.