Optimization & execution (October)

Noona Agency

Noona Agency

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Hi Noona.
How do you know when to scale ads, when to turn them off?
How do you usually handle unusually high CPMs?
From your experience, what is the most effective way to reduce the cost per message / lead?
How often should you replace images / videos to avoid “ad fatigue”?
Let’s discuss...
 
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Scale when ROAS is stable, CPM is low, and CTR is high; pause when CPM spikes, CTR drops, or frequency exceeds 4. For high CPM, test new creatives, adjust targeting, and optimize timing. To lower cost per inbox/lead, use short videos, lookalike audiences, and test small before scaling. Refresh images/videos every 5–10 days or when CTR declines to avoid ad fatigue.
 
You can scale up your advertising when your ads are performing well, increasing high interaction, stable data.
Handle high CPM, be careful not to target too broad or inappropriate audiences, need to change images or messages to refresh ads and Experiment with ad run time to find the optimal time.
 
- Scale up when your ads hit your target CPA/ROAS consistently over several days — and increase budget slowly (e.g. +10-20%) so you don’t reset the learning phase.
- Turn off ads that underperform (cost too high, low conversion, falling relevance) or after you exhaust audience reach.
- To lower cost per message/lead: broaden your audience, test new targeting, improve your offer/angle, and optimize for conversions (not clicks).
- Refresh images/videos every 1–4 weeks (or sooner if metrics deteriorate) to fight ad fatigue.
 
Test multiple camps. Care rate continuously. Increase cheap camps/lower expensive ones. Find out which ones are most effective and gradually increase your budget. Don’t increase too quickly, Facebook will force you to spend. Continuously test multiple media.
 
Scale when data is stable, turn off when CPA exceeds target.
High CPM then optimize audience + creative, ROI is important, not just CPM.
Reduce CPL with UGC video + short form + retargeting.
Change creative about 1-2 weeks/time, or as soon as you see signs of fatigue.
 
Noona Agency said:
Hi Noona.
How do you know when to scale ads, when to turn them off?
How do you usually handle unusually high CPMs?
From your experience, what is the most effective way to reduce the cost per message / lead?
How often should you replace images / videos to avoid “ad fatigue”?
Let’s discuss...
Click to expand...
you asked a lot haha. But there is no exact answer for that. Each campaign is affected by different factors. Let be more specific so I might can give you some real answer from my 5-years experience
 
Noona Agency said:
Hi Noona.
How do you know when to scale ads, when to turn them off?
How do you usually handle unusually high CPMs?
From your experience, what is the most effective way to reduce the cost per message / lead?
How often should you replace images / videos to avoid “ad fatigue”?
Let’s discuss...
Click to expand...
I would also like to refer to it to improve my campaign.
 
Scale ads when you see steady results and good returns. Turn them off if costs jump or performance drops. If CPM is high, try changing your audience or testing new creatives. Switch images or videos every few weeks to keep things fresh and avoid ad fatigue. To lower cost per lead, use clearer calls to action and test different ad formats.
 
Bro Test many camps, raise cheap camps, reduce expensive camps, scale slowly, constantly change creatives.
 
My CPM is quite expensive, I tried different ad copy, it seems to be ok
John Michelson said:
Scale ads when you see steady results and good returns. Turn them off if costs jump or performance drops. If CPM is high, try changing your audience or testing new creatives. Switch images or videos every few weeks to keep things fresh and avoid ad fatigue. To lower cost per lead, use clearer calls to action and test different ad formats.
Click to expand...
 
Hi scale up as your ads hit your target CPA/ROAS consistently over multiple days, changing video content and images, after each campaign
 
this is my personal opinion, you can consider increasing the budget when the ad is stable after 2-3 days, you should turn off the ad when the performance decreases. Deal with high CPM by optimizing creative/audience.
 
I usually scale when performance is consistent for a few days, and pause if costs spike suddenly. For high CPMs, testing different creatives and audiences has helped me the most.
 
Noona Agency said:
Hi Noona.
How do you know when to scale ads, when to turn them off?
How do you usually handle unusually high CPMs?
From your experience, what is the most effective way to reduce the cost per message / lead?
How often should you replace images / videos to avoid “ad fatigue”?
Let’s discuss...
Click to expand...
My campaign got rejected a lot, even though I replaced CPM, nature images
 
Hidie said:
My campaign got rejected a lot, even though I replaced CPM, nature images
Click to expand...
Bro , campaign is rejected , you can duplicate and set low budget , CPM is cost , you need to track it
 
Scale when ads are effective, high interaction, stable data.
High CPM then optimize target, change creative, test running time.
 
Increase ad spend slowly when results are consistent. If costs spike, change up your audience or visuals. To cut lead costs, focus on targeting the right people and improving your landing page. Swap out ads regularly every week or two before people lose interest.
 
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