Measuring Results
Give a new campaign at least 5–7 days and a reasonable minimum spend (roughly $100–150 total) before making a real judgment — anything less and you're evaluating noise, not a genuine trend. Meta's own delivery algorithm needs that runway to find the audience that actually responds.
After that window, a campaign that's producing leads at a cost per lead you can afford (compared honestly against what a booked job is worth) should keep running, even if the volume feels low — a slow trickle of profitable leads beats an expensive campaign generating more but losing money on each one.
A genuine candidate to pause: cost per lead has climbed well past what a job is worth, has been trending that direction for over a week, and a creative refresh hasn't turned it around. At that point it's usually more productive to pause, rethink the offer or targeting, and relaunch fresh rather than let it keep spending on a downward trend.