The single biggest waste in a media buyer's week is trying to rescue a dying creative. Here is the framework we teach every new team member on day one.
Test in threes
Every new angle ships as three variants — same message, three treatments. If none of the three beat the current winner in 72 hours, the angle is dead. Not the ad — the angle.
Kill in halves
When a creative under-performs, cut its budget in half. If performance improves, keep cutting. If it collapses, kill it. Never boost a losing creative back up — that is how you burn a week on nothing.
Scale in tens
Winners scale by 10% every 48 hours. Anything faster spikes CPMs and cannibalizes the same audience.