Ad sets rarely fail loudly. They drift: a few days of soft ROAS, a creative that used to work, a budget nobody wants to touch because last month was good.

The rule

If an ad set sits below 2.5 ROAS for three days in a row, it gets paused, the weakest creative gets a new hook brief, and the team hears about it in Slack. No meeting, no debate.

Writing it down matters more than the exact number. A rule your team trusts beats a perfect threshold nobody follows.