We rebuilt our fall campaign into three audience tiers and started reallocating spend at 9 a.m — daily; by Friday, week-over-week sales were up 22% and CPA dropped 17%. If you’ve pulled off a mid-flight rescue, what tweak moved the needle fastest — segmentation, pacing, or offer sequencing?
Pacing won for us: at the 9 a.m reallocation we boost high-intent tiers +30% only on in-stock, high-margin SKUs and auto-kill any set >20% over target CPA by noon. We also added a 4‑hour recency suppressor so overnight clickers don’t get hit again before lunch. @abaker78 have you tried margin-based caps, or are you sticking to flat budgets?
We got the quickest lift by changing tier 2’s offer to a ‘bundle = free ship’ and swapping the LP block at 8:55 so the 9 a.m spend shift immediately pushed volume there; CPA fell 13% in three days. Minor caveat: we had to cap tier 3 frequency at 2/day or cheap reach diluted the effect. @g_thomas88 ever try pre‑9 a.m LP swaps?