Should you scale, refresh, or kill this ad?

The right move on an ad is not a gut call — it follows from four things: how its ROAS compares to your target, whether its frequency is climbing (the tell for creative fatigue), and whether it is still in the learning phase. If it is still learning, you wait, because changing budget or bids resets delivery. If ROAS is well above target and frequency is stable, you scale. If ROAS is holding but frequency has jumped, the problem is a tiring creative, so you refresh before you cut. If ROAS is far below break-even, you kill it and move the money. This calculator applies that logic directly — it mirrors how AdScale reasons, in a simplified, directional form. It is a guide, not a substitute for reading the full account.