Meta Ads SOPs

Scaling & Killing Framework

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Scaling & Killing Framework

1. Documentation at Ad Launch

Before an ad begins running, document the following to create a baseline for evaluation:

Ad Details:

Follow the creative testing framework and naming conventions:

Creative Testing Framework⁠

Benchmarks:

ROAS:

TOF: 1.5-2.0 target.

MOF: 3.0-4.0 target.

BOF: 5.0+ target.

CTR:

TOF: ≥1%-1.5%.

MOF: ≥2%.

BOF: ≥2.5%.

CPC:

TOF: <$1.50.

MOF/BOF: <$1.00.

Initial Spend or Impression Threshold:

Spend: Evaluate after 1x-2x AOV for TOF, or a fixed benchmark (e.g., $50-$100).

Impressions: Evaluate after 2,000-5,000 impressions for awareness campaigns.

Review Schedule:

First Review: 3-4 days after launch (or upon hitting the spend threshold).

Subsequent Reviews: Twice weekly to assess performance.

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2. Evaluation and Flagging System

Ads start unmarked upon launch, and flags are added based on their performance over evaluation periods.

Unmarked Ads

Criteria: Ads meeting ROAS, CTR, and CPC benchmarks remain unmarked.

Action: Continue running without changes. Evaluate again during the next review.

Amber Flag (Initial Warning)

Trigger Criteria:

ROAS: Drops 10%-20% below target (e.g., TOF ROAS <1.5 but >1.2).

CTR: Drops 15%-25% below target (e.g., TOF CTR <1.25% but >1.0%).

CPC: Increases 10%-20% above target (e.g., TOF CPC >$1.50 but <$2.00).

Action:

Review creative, targeting, and placements.

Make edits to address underperformance:

Update creative or copy.

Refine audience targeting or segmentation.

Remove underperforming placements.

Allow the ad to run for another evaluation period to assess improvements.

Red Flag (Critical Underperformance)

Trigger Criteria:

ROAS: Drops >20% below target (e.g., TOF ROAS <1.2).

CTR: Drops >25% below target (e.g., TOF CTR <1.0%).

CPC: Rises >20% above target (e.g., TOF CPC >$2.00).

Action:

Pause the ad immediately.

Document reasons for failure (e.g., audience mismatch, creative fatigue).

Use learnings to refine future ad strategies and prevent similar issues.

Flagging Timeline

First Evaluation: Ads performing below benchmarks receive an Amber Flag.

Second Evaluation: If no improvement is seen, or performance worsens, ads retain the Amber Flag.

Third Evaluation: Ads with no improvement or worsened performance are escalated to Red Flag status and paused.

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3. Scaling Framework

Scaling Rules

Unmarked Ads:

Ads exceeding benchmarks are eligible for scaling.

Increase budget 15%-20% daily to scale while maintaining stability.

Optionally, duplicate the ad into a new campaign at a higher budget.

Amber-Flagged Ads:

Ads showing improvement after edits can remain in the testing phase.

Continue evaluating during the next review period before scaling.

Red-Flagged Ads:

Immediately pause and reallocate spend to higher-performing ads.

When to Scale

TOF Ads:

ROAS >1.5.

CTR ≥1.5%.

CPC <$1.50.

MOF/BOF Ads:

ROAS >3.0.

CTR ≥2%.

CPC <$1.

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4. Killing or Pausing Ads

When to Pause Ads

Amber Flag Escalation: If flagged for 2-3 consecutive periods without improvement.

Red Flags: Ads with critical underperformance in any review.

Action Steps

Document underperformance reasons:

Poor audience engagement (low CTR).

Creative fatigue or irrelevance.

Targeting misalignment.

Use insights to refine creative, targeting, and placements for new tests.

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5. Funnel-Specific Thresholds

Table 1

Table 1

Funnel Stage

Target ROAS

Amber Flag

Red Flag

Action

TOF

1.5-2.0

ROAS <1.5 but >1.2, CTR <1.25%

ROAS <1.2, CTR <1.0%

Amber: Edit and retest. Red: Pause and document learnings.

MOF

3.0-4.0

ROAS <3.0 but >2.5, CTR <2%

ROAS <2.5, CTR <1.5%

Amber: Edit and retest. Red: Pause and document learnings.

BOF

5.0+

ROAS <5.0 but >4.0, CTR <2.5%

ROAS <4.0, CTR <2.0%

Amber: Edit and retest. Red: Pause and document learnings.

There are no rows in this table

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6. Optimization Process

Creative Optimization

For Amber-flagged ads:

Update visuals, messaging, or offers to better align with audience preferences.

For Red-flagged ads:

Replace creatives entirely and assess audience insights before relaunching.

Audience Optimization

Narrow down segments to isolate high-performing demographics.

Adjust audience targeting for flagged ads to refine delivery.

Placement Optimization

Remove underperforming placements (e.g., Instagram Stories) and reallocate spend to effective ones.

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7. Example Workflow

Day 1-7: Launch and First Evaluation

Launch 5 TOF ads with equal budgets and document benchmarks.

Evaluate after spending 1x-2x AOV or reaching 3,000 impressions.

Flag underperforming ads as Amber.

Day 8-14: Second Evaluation

Adjust Amber-flagged ads with targeted edits (e.g., new creatives, audience tweaks).

If no improvement, retain the Amber Flag.

Day 15+: Third Evaluation

Escalate to Red Flag if performance remains below benchmarks.

Scale unmarked ads or high-performing Amber ads showing improvement.

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Key Takeaways

Unmarked Ads: Continue running without changes, with periodic reviews.

Amber Flags: Triggered by initial underperformance, prompting edits and testing.

Red Flags: Applied after 2-3 evaluation periods of poor performance, leading to a pause.

Scaling: Reserved for unmarked ads or Amber ads showing significant improvement.

Documentation: Integral for tracking decisions and learning from underperforming ads.

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