| name | kill-scale-rules |
| description | Decide whether to kill or scale a campaign, ad set, or creative, with minimum-data guardrails and platform-safe budget-step limits. Use when a user asks whether to pause, cut, kill, scale, or increase budget on something, or wants rules for when to do it. |
Kill or Scale
The two decisions that move an account: cut what is losing, feed what is winning. Both fail when made too early or too hard. Reads are free; pausing or scaling spends differently, so confirm before shipping.
Confirm the account: list_connected_accounts.
Minimum data first
Never kill or scale on noise. Require enough conversions and enough time for the platform to have learned. For a new ad set still in Meta's Learning Phase, or a Search campaign with a handful of clicks, the answer is usually "wait", not "cut". Run pre-pause-analysis before pausing anything.
When to kill
- Real spend, enough conversions to judge, CPA well above target with no fixable cause (targeting, negatives, creative, tracking all checked).
- Creative fatigue past recovery (rising frequency, falling CTR) that rotation will not fix (see creative-fatigue-detector).
- Before you pause, confirm it is not a tracking or geo problem masquerading as poor performance.
When to scale
- Consistent performance at or below target CPA/ROAS with volume, held across enough days.
- Room to grow (impression share lost to budget, or audience not saturated).
Scale in safe steps
Raise budget in increments, not leaps. Large jumps reset learning and can spike CPM or CPA. Increase, hold, re-measure, increase again. Match the step to the platform and the ad set's stability. Use update_campaign_budget and confirm.
Rules
- Minimum data before any kill or scale call. State the window and volume.
- Rule out tracking, geo, and creative before blaming the campaign.
- Report the decision, the evidence, and the step taken. Scaling is a separate, approved action every time (see optimize).
