Reviewed weekly, cut on schedule, not on instinct
Optimization is a standing weekly discipline: performance reviewed against the thresholds strategy set, with underperformers cut rather than nursed.
The hardest part of optimization isn't finding what's underperforming — it's acting on it before sunk cost sets in. Because thresholds were agreed during Strategy, the decision to pause a campaign isn't a debate in week eight, it's a scheduled check against a number both sides already accepted.
That discipline runs in both directions. What's working gets more budget on the same weekly cadence, rather than waiting for a quarterly review to notice a channel has been under-funded for two months.
You get a short weekly note, not a 40-slide monthly report: what moved, what we changed, and what we're watching next.
What this includes
- Weekly performance review against agreed threshold metrics
- Structured testing on bids, audiences, and creative rotation
- A clear pause/scale decision log so budget changes are traceable
- Monthly summary tying channel performance back to the original strategy
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