ads-budget

Ad budget optimization uses a 70/20/10 distribution rule to re-balance spend across proven, scaling, and testing channels. This reduces wasted spend by evaluating performance data over at least 14 days to produce actionable kill and scale recommendations.

The 3x kill rule pauses underperforming ad campaigns when their CPA exceeds three times the target benchmark. To ensure data sufficiency, this kill rule requires at least 20 clicks or $100 in spend before flagging weak campaigns for termination.

Scaling readiness assessment evaluates bidding strategy effectiveness and performance health using MER and ROAS outcomes. It enforces a minimum 14-day observation window and applies a 20% scaling rule to campaigns that meet consistent performance benchmarks.

Bidding strategy selection uses platform-specific decision trees to justify bidding modes, applying Google Search decision logic and Meta bidding types. It also evaluates LinkedIn cost controls and TikTok efficiency caps to optimize CPA and ROAS outcomes.

MER, or Marketing Efficiency Ratio, evaluates blended ad spend efficiency to guide overall health beyond per-platform ROAS. It is assessed alongside allocation and bidding appropriateness to diagnose inefficient spend and generate a structured budget report.

Reviewing ad bidding strategy requires ingesting spend and performance data over a minimum 14-day observation window. You must provide consistent performance and benchmark inputs across all active platforms to generate accurate kill and scale recommendations.