When to kill an ad
How to set a kill line and a scale line before you spend, so the decision does not depend on hope.
The most expensive words in dropshipping are "one more day". An ad that is not working rarely turns around because you waited.
Decide before you launch
Set two rules while you are calm, before the first dollar is spent. Once money is going out, it is much harder to be objective.
The kill line
The kill line is the spend at which you stop if nothing has sold. A common starting point is roughly the selling price of the product. For a $39 product, that means stopping at about $40 of spend with no sale.
The scale line
The scale line is the return at which you raise the budget. First find your break-even ROAS: selling price divided by what is left after product cost, shipping, and fees. If break-even is 1.3, a scale line of 2.0 held for three days gives you a real margin of safety.
Raise slowly
When an ad clears the scale line, raise the budget by around 20%, not 200%. Large jumps reset the ad platform's learning and can turn a winner into a loser.
Between the lines
An ad above break-even but below the scale line is a hold. Leave the budget alone for a couple of days and look again.
See how this looks in the product: How it works.
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