Moves available

• Fix the offer or the formnow

  The clicks are being bought and lost after the click. Check the form length, the offer and the speed of first contact.

  Click to result is well off benchmark: 1.60% against 4.37%.

  Expected: Cost per result $41.03 → $15.05 if this alone reached benchmark. (arithmetic — substituting the target into the funnel identity)

  If it goes wrong: Nothing in the ad account changes, so no learning is lost — but the fix sits with the client's process, not the buyer's.

• Raise budget a stepthis week

  Increase by 20–30% and hold for a week. Not a double — that skips the reading.

  $41.03 against a $75.01 target, with nothing failing a kill rule.

  Baseline: 63% · Of 46 campaign-weeks where spend rose 15% or more, 29 kept cost per result within 20% the following week.

  Expected: More results at a cost per result that will rise somewhat. How much is the thing being measured. (from the media buying SOP)

  If it goes wrong: Each extra dollar chases a harder buyer, so cost per result climbs as budget does. A step shows you where that stops paying; a double hides it.

• Widen the ad bankwhen there is time

  0 live against roughly 1 for this spend. Fill empty cells in the creative matrix — new angles, not new edits.

  Near-copies are treated as one ad, so more spend behind fewer angles reaches the same people more often.

  Expected: Lower cost per result over weeks, by giving the system more kinds of person to win cheaply. (from the media buying SOP)

  If it goes wrong: Production cost, and a wider bank spreads spend thinner — each ad takes longer to prove itself.

Moves available

• Fix attention before budgetnow

  Produce new angles rather than adding spend. The SOP's order of impact puts creative strategy first and settings last.

  Click-through rate is well off benchmark: 1.38% against 2.49%.

  Expected: Cost per result $46.88 → $25.98 if this alone reached benchmark. (arithmetic — substituting the target into the funnel identity)

  If it goes wrong: Production time, and a new angle can be worse than the one it replaced. Cheaper to find out at low spend.

• Raise budget a stepthis week

  Increase by 20–30% and hold for a week. Not a double — that skips the reading.

  $46.88 against a $75.01 target, with nothing failing a kill rule.

  Baseline: 63% · Of 46 campaign-weeks where spend rose 15% or more, 29 kept cost per result within 20% the following week.

  Expected: More results at a cost per result that will rise somewhat. How much is the thing being measured. (from the media buying SOP)

  If it goes wrong: Each extra dollar chases a harder buyer, so cost per result climbs as budget does. A step shows you where that stops paying; a double hides it.