Moves available

• 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: $344.79 against $54.17.

  Expected: Cost per result $76.49 → $12.02 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.

• Raise budget a stepthis week

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

  $76.49 against a $159.08 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.