When your paid media costs start creeping up, the natural reaction is to panic. Most founders and agencies immediately start "thrashing"—changing the offer, the landing page, the product bundles, and the creative.

You’ve seen the screenshots. A 5x, 8x, maybe even a 10x ROAS inside the Meta Ads Manager. On paper, you’re winning. But when you look at your bank account or your total business revenue, the needle isn't moving.