Phase 3: Implementation & Testing
The "Hold-Out" Test: If you are unsure, pause the ad for 48 hours and monitor the total campaign cost per result. If the campaign cost increases after pausing the "bad" ad, turn it back onβit was helping the ecosystem.
Phase 2: The "Cut" Criteria (When to Disable)
Disable an ad immediately if it meets two or more of the following conditions:
Statistical Significance Reached: The ad has spent more than 2x-3x your target cost per result without a single conversion.
Negative Efficiency: The ad has a high cost per result AND a high CPM. This means it is losing in the auction and failing to convert.
Low Engagement Quality: The CTR (all) is significantly below your account average (e.g., below 1%), and the cost per landing page view is higher than your average.
High Frequency + High Cost: The ad is showing the same message to the same Accounts Center accounts repeatedly without results.
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