Pause 3 fatigued Social prospecting ad sets (CTR below 0.4% for 7+ days)

High impact · Paid social · Creative fatigue

These ad sets have spent $18K in the last 7 days with declining CTR and rising CPA. Pausing frees budget for the 2 top performers currently capped by daily limits.

−$2.6K/wk

Wasted spend saved

Shift $8K/wk from brand search to Search retargeting

High · Paid search

+14% ROAS

Increase lifecycle reactivation frequency from 14d to 7d

Mid · Lifecycle

+220 custs/wk

Narrow Social video audience to 25–34 interest-based segments

Low · Social video

−12% CPA