When to stop a paid campaign
Use predefined evidence and loss limits to decide when to pause.
The scenario
A pilot has a $1,200 loss cap and targets a $50 qualified lead. It spends $700 with seven leads before a long weekend.
The observed CPL is $100, but pending lead imports may lower it. If tracking works and the cohort is mature, the remaining $500 is an explicit choice rather than a default extension.
Apply it to your own work
Set an end date, a cap, and a stop condition before launch. Reconcile missing outcomes, inspect lead quality, then record what a revised test would actually change.
What to watch for
Pausing after one bad day ignores ordinary variation. Continuing because the budget is available ignores the test's objective.
Make the stop rule actionable
Define a hard limit for tracking failures, a separate loss cap, and the date on which delayed leads should be mature. For the $700 pilot, first check that the seven observed leads represent completed imports rather than the visible part of an unfinished cohort.
If you stop, save the campaign settings, search terms, lead dispositions, and reason. A follow-up test should change a plausible cause, such as offer fit or coverage. Resuming the same configuration on a new date does not answer a different question.
Try a related tool
Estimate what you can pay to acquire an order while reserving a desired contribution. Use consistent per-order inputs.
