1. Cut ads that are 20% above target CPA

If an ad is significantly over your target CPA, it’s dragging down your efficiency. We pause anything that’s 20% above the benchmark – no emotion, just numbers. Better to reallocate that spend to what’s working.

2. Launch new creatives into the testing campaign

Creative fatigue kills performance fast. Each week, we launch fresh concepts into our testing campaign – even if existing ads are doing well. Regular creative input helps us stay ahead of the curve (and the algorithm).

3. Analyze performance KPIs (not just CTRs and CPCs)

CTRs and CPCs are fine, but they don’t pay the bills. We focus on metrics that matter: cost per purchase, ROAS, conversion rate, AOV. These tell the full story – and often reveal insights surface-level metrics miss.

4. Check retargeting freshness to avoid burnout

Retargeting can easily go stale if you don’t rotate offers or update your creative. We check frequency, relevance, and audience size to make sure we’re not overspending on users who’ve already tuned out.

5. Double down on top offers and angles

We constantly review what messaging, visuals, and offers are driving conversions – then prioritise them in new campaigns. If a particular hook is winning, we scale it fast while it’s hot.

6. Build new ads from proven winners

The best new creative often comes from what’s already working. We use high-performing angles as a base, then tweak format, copy, and visuals to keep things fresh without reinventing the wheel.

Post inspired by: Filipe Garcia

Topics
PPC Optimisation
Jake Cronin
Written by

Jake Cronin

A PPC and eCommerce specialist with a passion for paid and growth marketing — from feed strategy to creative testing.

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