When to Kill the Ad (and When to Fix It)

Jun 13

A no-nonsense guide to diagnosing whether an ad is dead or has potential with a few edits and iteration version. This blog includes checklists using metrics like drop-off time, confusion, creative fatigue, whether it's a message or format issue, and more to help you determine when to kill an ad, and when to fix it.

Kill the Ad When...

1. The hook is weak AND conversions are worse

Low CTR or thumb stop, plus low conversion rate across multiple audiences, means the ad is not connecting. It is not a formatting issue. The core idea is off. Scrap it.

2. Creative fatigue is setting in

If rolling reach has flatlined, AND frequency is rising, AND ROAS on that creative is trending down, kill the ad. Especially when comments start to mention that someone has seen this ad too many times, you are past the point of tweaks. It is time to move on.

3. Comments signal confusion or mistrust

If the top comments are "What is this?" or "Is this legit?" and the CTR is weak, the message is failing. The ad does not need optimization, it needs a full rewrite.

4. The audience is not buying the angle

Sometimes the ad grabs attention, but fails to convert. The hook might be strong, but the positioning misses the mark. If conversions are not coming through, start fresh with a better angle.

The Foxwell Founders Advertising Community is a high-level, exclusive membership for the best in digital marketing. Interested? If you are reading content like this, we’d love to have you.

Learn more

Fix the Ad When...

1. Conversion rate is solid, but top-funnel metrics are weak

If ROAS is on target and the conversion rate is healthy, but CTR or thumb stop is lagging, your message probably works but you are not getting enough people into the funnel.

What to do: Improve the hook. Add stronger visuals, create more motion/cuts in the first few seconds, or reframe the copy with more emotional pull.

2. Engagement is high but sales are low

You are seeing plenty of likes, comments, and shares. CTR is solid. But conversions are not there.

What to do: Improve clarity. Add visual overlays for benefits, call out the price or offer earlier, and build trust with testimonials or review badges. The creative itself is resonating, but not connecting.

3. The message is good, but the format is holding it back

If you believe the creative angle is strong but performance is falling short, the format could be the problem.

What to do: Try a different creative format, like switching from a video to a carousel, or an image to a video. Use a different creator with a different tone or delivery. Reorder the message for stronger narrative flow. Rewrite the script to touch on the same talking points, but say it in a different way. Even send just the talking points to a seasoned creator to communicate the same talking points in their own words.

Fix or Kill Checklist

Low CTR and low CVR
- What it means: Weak hook and weak message
- What to do: Kill it or rebuild from scratch
Low CTR and high CVR
- What it means: Hook underperforms, message works
- What to do: Improve hook visuals and copy
High CTR and low CVR
- What it means: Attention grabs, message unclear
- What to do: Tighten clarity and trust elements
Flat reach and rising frequency
- What it means: Creative fatigue
- What to do: Retire and launch a new creative
Confused or skeptical comments
- What it means: Clarity issue
- What to do: Rewrite with better benefits and more clear language

Tactical Moves That Work

Improve the hook with stronger visuals, motion, or a new emotional angle
Reorder your copy to surface the offer or price sooner
Change the format using a different creator, structure, or script style
Retire concepts when frequency rises and metrics dip across the board

What to Remember

Even the strongest ads eventually fatigue. Every winning creative has a shelf life. Great ad buyers know when to refresh and when to move on. Fixing works when the core angle still hits. If it doesn’t, do not waste time trying to polish something broken. So from here, what comes next? Check week-over-week trends across CTR, CVR, and ROAS. Read comments to catch clarity problems early. Use structured tests to zero in on what moves performance.

Courtney Fritts