When do you stop an ad, and when do you give it more time?
Stopping too early is just as expensive as waiting too long. With a few rules of thumb you know when an ad has had its chance.
The AdSweet teamFor every businessGive an ad a fair chance first
In the first days Meta is still looking for the right people. Numbers fluctuate strongly then. So don’t judge after one day, and don’t change something every day: every big change makes Meta start learning again.
A rule of thumb for stopping
Look at what a sale or enquiry may cost. If an ad has spent two to three times that amount without a single result, the chance that it makes up for it is small.
What your numbers say about the problem
- Few clicks: the ad doesn’t appeal. Try a different image or a different first sentence.
- Many clicks, no sales: the problem is often on your page or in your offer.
- Good at first, now less: people have seen your ad too often. Time for something new.
Keep an eye on your winners
Even a good ad wears out. If you see that the same people have seen it often and the costs are rising, make a new version with the same idea.
Frequently asked questions
What is frequency?
How often the same person saw your ad on average. If that number rises and your results fall, your ad is due for replacement.
Pause or switch off?
What you pause, you can switch back on later. An ad that is clearly losing, you switch off and replace with a new one.