Playbooks

The plays we run on your account

What we run on your account every day

We catch
fatigued
ads

We hold spend to the budget you set

We scale what is working

We test your ad sets properly

We test many audiences  in one campaign

We run ads on your schedule

We optimize to your vertical’s metrics

We buy ads on
4 platforms

Where we start

The plays that pay off first on a new account.

Stop-loss tripwires

We move the moment performance dips, before it burns through your budget

Three-day read

We manage the campaign on its trailing three-day ROAS

Three-day read

We manage the campaign on its trailing three-day CPA

Round the clock

Your account keeps working at 4 a.m. on a Saturday. Nobody on your side has to be awake for it.

Day parting

We turn ads off during the hours that never convert, like nights or weekends

Midnight reset

We restart ad sets at midnight on their original budgets

Power of threes

We pause ads at midnight and bring back only the top three performers

Dynamic CBO budget

We move the CBO (advantage campaign budget) up and down with the number of live ad sets

Roundtable Ad Sets

We launch three fresh ad sets late morning when account ROAS is holding above 3

Budget Ladder

We reset and step CBO (advantage campaign budget) budgets on yesterday’s numbers

Budget scaling

We move budget onto what is working, in steps the algorithm can absorb.

Scale Slow and Fast

We scale ad set budget on ROAS read at both ad set and account level

Scale Ad sets

We add budget to the ad sets that are working and pull it off the ones that are not

Daily scaling

We scale mid-day once half the budget is spent at a strong ROAS

Double down

We duplicate a campaign that is working at double the budget

Profit marching CBO

We scale the budget when a campaign delivered the day before

To the moon

We scale the budget when a campaign is running below its average CPA

Best practices

Three starting stacks. One for apps, one for lead gen, one for ecommerce.

Mobile App Ads

For install and in-app-event accounts: we pause the losers, scale the winners and reopen ads that convert late.

Lead Gen Ads

For lead flow: we pause the losers, scale the winners and reopen ads whose leads land days after the click.

E-Commerce Ads

For carts and purchases: we pause the losers, scale the winners and reopen ads that convert after a longer window.

Creative rotation

We test, rotate and promote creative so delivery never rests on one tired ad.

Power of threes

We pause ads at midnight and bring back only the top three performers

Speed dating

We rotate ads evenly until the strongest creative is obvious

Fire and Ice

We flag which ad sets are running above or below plan, at a glance

Burnouts

We watch CTR and step in when it starts sliding

Second chance

We pause and relaunch underperforming ads to give them one clean second chance

Risk control

We cut wasted spend early, before a bad day turns into a bad month.

Down and out

We pause ads running above their average CPA

Down and out

We pause ads running below their average ROAS

On the safe side

We pause ads that go a set window with zero conversions

Forfeit the game

We pause underperforming ad sets once they have spent half their budget

Clean sweep

We pause the underperformers, scale the top ads and reactivate the delayed winners

Early warning

We flag ad sets the moment conversion rate drops

Jump-start

We step the bid up until the ad set delivers consistently