How do I know which ads to kill and which to scale?
You are not short on data. You are short on the will to act on it. Most people running ads make two mistakes, and they are the same mistake wearing different clothes. They keep a losing ad alive because they already spent money on it. They kill a winning ad too soon because they do not trust their own result. Both let feeling decide what arithmetic should decide. The work itself is not hard to learn. Cost to acquire, value of the customer, a clear rule for when to stop and when to push — this you can understand in an afternoon. What takes longer is doing it without flinching: turning off the ad you were proud of, doubling the budget on the one you doubted.
You already have the answer. It is in the numbers, not your gut. Fix your break-even cost before you look at results, then judge every ad only against that line. Kill what falls short without hesitation. Scale what clears it without delay. Nothing else is your concern.
What changes unlock by starting
- You stop keeping losing ads alive out of attachment to past spending.
- You scale winning ads faster because the rule was set in advance.
- You make these decisions on a schedule, not on mood or hope.
- You build a test-kill-scale habit you can repeat without re-deciding each time.