Moves available

• Pause itnow

  Pause the ad. It has had a fair run and is spending without converting.

  $162.28 against a $138.13 ceiling, on $4381.43.

  Baseline: 45% · Of 20 campaign-weeks that spent real money and produced nothing, 11 produced a result the next week without anyone changing it.

  Expected: Stops the leak. $4381.43 has produced $162.28 results. (from the media buying SOP)

  If it goes wrong: Pausing narrows what the system has to work with. If most ads are paused, the account relearns from a thinner base.

• Bring delivery cost downnow

  Delivery is expensive for this audience and format. Test a cheaper format — the SOP prices carousel and static below video.

  Cost per 1,000 shown is well off benchmark: $295.96 against $58.31.

  Expected: Cost per result $162.28 → $31.97 if this alone reached benchmark. (arithmetic — substituting the target into the funnel identity)

  If it goes wrong: Cheaper delivery with a weaker hook trades one problem for another. Watch CTR while CPM falls.

• Widen the ad bankwhen there is time

  0 live against roughly 4 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.