Optimizing once you're live

Running an ad isn't fire-and-forget. The first week is about diagnosing — what's working, what isn't. Here's the loop.

The 24-hour optimization loop

For the first day, focus on getting the campaign serving and clicking.

1. Hour 1: Did it start serving? If 0 impressions, raise the bid.
2. Hour 6: Are clicks coming in? If CTR is under 0.5%, swap your headline.
3. Hour 24: Are clicks converting on your landing page? If not, fix the page first before changing the ad.

The 1-week optimization loop

After a week, you have enough data to start refining. Move ONE variable per change.

• If CTR is low: Rewrite your headline. Try a number, urgency, or specific benefit.
• If CPC is high: Your competition is bidding more. Either match it, narrow your targeting (more relevant impressions per dollar), or accept the higher CPC.
• If CTR is high but CPC is also high: You're winning every impression — that means your bid is too high relative to competition. Try lowering it 10%.
• If clicks aren't converting: The problem is post-click. Audit your landing page.

The 30-day optimization loop

After a month you have enough data to make strategic moves.

• Pause your worst-performing creative variant; double the budget on the winner
• Identify your highest-converting geo or topic; consider splitting it into its own campaign with a higher bid
• Try a CPM test on your strongest creative if CTR is consistently above 2.5%
• Build a second campaign on a different network site (e.g. add a vertical site)