During the [1], Mark and Gilbert identified the Pewaukee campaign as a critical drag on DavaCare's overall account performance. The campaign had spent $586 while delivering only a single conversion, making it the primary cause of declining impressions, rising CPCs, and stagnant results across the account. The decision was made to pause Pewaukee immediately and redistribute its budget to better-performing campaigns.
Account manager Sebastian was to be notified of all changes.
DavaCare's account-level metrics were trending in the wrong direction:
Investigation via AI-assisted campaign analysis revealed the root cause: the Pewaukee campaign had spent $586 for only 1 conversion — nearly as much as the Heartland campaign, which was delivering meaningful results. The account was also losing approximately 50% of impression share due to rank, indicating quality score and landing page issues as a secondary concern.
Pewaukee was paused immediately, with a plan to restructure it later. Its $20/day budget was freed up for reallocation.
"Go ahead and pause it. Send a note to Sebastian telling that we paused it." — Mark Hope
| Campaign | Previous Budget | New Budget | Action |
|---|---|---|---|
| Pewaukee | $20/day | $0 (paused) | Paused — 1 conversion on $586 spend |
| Irish Road | $20/day | $25/day | +$5/day — strong performer |
| Heartland | $20/day | $25/day | +$5/day — strong performer |
| Oak Creek | $0 (paused) | $5/day | Reactivated |
| Nina | $10/day | $5/day | -$5/day — budget source |
Total daily budget held constant at ~$70/day.
The strategy follows the principle of cutting spend on poor performers and scaling winners — in this case, Irish Road and Heartland, which were delivering conversions at an acceptable CPA (~$95 account-wide).
Beyond the Pewaukee problem, the account is losing ~50% of impression share due to ad rank, not budget. This points to low Quality Scores and likely poor landing pages — a pattern also seen in [2]. Landing page improvements should be flagged to Sebastian as a separate workstream.