Paid Ads Campaigns: When Should You Stop an Ad That Isn’t Converting?

Danilo Silveira · 2026-10-07

Results

Evaluation criteria: metrics to analyze

Before deciding to stop an ad, analyze the following metrics:

• CTR (Click-Through Rate): Ideally above 2% for e-commerce ads. If it’s below that, it’s a sign that the creative or targeting may not be attracting the right audience.

• CPC (Cost Per Click): Check whether the cost is within an acceptable range for your product. A high CPC may indicate that your targeting needs to be adjusted.

• Conversion Rate: The ideal rate varies, but in e-commerce, a rate above 1% is considered reasonable. If it’s much lower, reassess the landing page and the offer.

• ROAS (Return on Ad Spend): The generally accepted minimum is 3:1. A ROAS below that may mean the ad isn’t generating enough sales to cover the spend.

Setting a timeframe: minimum time to evaluate results

Set a minimum timeframe of 7 to 14 days to evaluate an ad. This gives the platform algorithm time to optimize delivery. New ads may take time to gain traction, so don’t give up before a week has passed.

Comparing ads: what to consider before deciding

Compare its performance with other ads in the same campaign:

• Targeting: Check whether the target audience is the same or whether anything changed that could have affected performance.

• Creative: Analyze whether the image, video, or copy aligns with the audience’s expectations. Different ads can perform differently, even for the same product.

• Spend: Check whether the allocated budget is proportional to what’s being spent on ads that are performing better.

Impact on brand image: what can happen if you give up

Turning off ads too early can create a negative perception of your brand. The audience may associate the lack of consistency with a lack of trust in the product or service. Plus, it can affect the algorithm’s learning, hurting future campaigns.

ALTERNATIVE SOLUTIONS: HOW TO OPTIMIZE INSTEAD OF TURNING IT OFF

Instead of stopping an ad, consider these optimizations:

• Targeting adjustments: Test different audiences, such as interests and behaviors, using the FreeSpy tool to identify trends.

• Creative changes: Swap out images or copy that aren’t performing well. Run A/B tests to find combinations that work.

• Landing page review: Make sure the user experience is optimized. A slow or unappealing page may be hurting your conversions.

• Budget adjustment: Reduce spend on underperforming ads and increase it where results are better.

What’s your main criterion for deciding when to stop an ad? Share numbers!