Stop funding losers for weeks — and stop panic-killing winners on day two.

If you run ads on a small budget with no media buyer, you know this pain: an ad set burns cash for weeks because "lifetime average looks okay"... while the one that could have worked got killed out of panic on day two. Every day without kill rules is tuition paid to the ad platform.

This is a pre-written decision protocol for small-budget advertisers (Meta, TikTok, Google — $10–$100/day). Set your target CPA once. Then the workbook tells you, per ad set, exactly what to do: KILL, KEEP TESTING, or SCALE — with the rule that fired.

## The four rules

1. Zero conversions at 2× target CPA spend → KILL

2. CPA above 3× target CPA → KILL

3. CPA at or below target CPA → SCALE

4. Everything else → KEEP TESTING

## What's inside (v2.0, 13 files)

- Workbook (5 sheets): Setup / Kill Rules / Break-Even ROAS / Testing Budget / Decision Log

- Quick-Start Guide, Kill-Rule Playbook (cited sources), Worked Example (FICTIONAL campaign), Creative-Fatigue Checklist, Daily 10-Minute Routine, FAQ + Limits, Inventory, README, cover + 3 previews

## Free sample

The 4 rules, a mini worked example, and the first 3 steps: https://github.com/fexo9/ad-kill-scale-system/blob/main/FREE-SAMPLE-Ad-Kill-Scale.md

## Demo video

72-second walkthrough of the real v2.0 files: https://youtu.be/02hyoi7oosk

## FAQ

1. **Guarantee?** No — a decision protocol, not a profit guarantee. It stops you funding losers and panic-killing winners.

2. **Break-even formula?** Break-even CPA = AOV × margin. Break-even ROAS = 1 ÷ margin.

3. **1 conversion at $90 CPA vs $25 target?** Rule 2 → KILL. CPA $90 > $75.

4. **$30 spent, 0 conversions vs $25 target?** Rule 4 → KEEP TESTING. Below the $50 kill line.

5. **How fast to scale?** +20–30% budget, wait 2–3 days before the next increase.

6. **Google / TikTok?** Yes — any platform where you can read spend and conversions per ad set.

7. **Google Sheets?** Opens and calculates; layout designed and tested for Excel. No macros.

8. **Sheets disagree?** Trust Kill Rules for the verdict; use Break-Even ROAS as a cross-check.

## Honest limits

Not a profit guarantee. Judges per-ad-set economics only — not creative quality, offer strength, landing pages, lifetime value, or attribution. Target CPA is your input; wrong target → wrong verdicts. Scale step / wait are practitioner conventions, not platform rules. No tax, legal, or platform-policy advice. Excel-first; Sheets "opens and calculates." No sales, review, or testimonial claims.

## Details

$29 one-time. Commercial license. ZIP (13 files). Excel desktop & web; no macros. v2.0 (2026-10-17): added quick-start guide, worked example, FAQ + limits, inventory. Workbook unchanged. Price unchanged.