Recommendations and guardrails

Guardrails

Set in Ads → Guardrails:

• Target cost per lead
• Maximum total daily spend — launches and budget changes can’t exceed it
• Maximum budget change per day (%)
• Pause when cost per lead exceeds target × and judge a campaign after spending (× target)
• Value of a won deal when a lead has none
• Optimiser mode — Recommend only or Apply automatically within limits
• Send leads and won deals back to the networks

Recommendations

Checked daily for campaigns created in OutSurface:

• Pause — no leads after enough spend, or cost per lead far above target
• Decrease budget — cost per lead above target
• Increase budget — cost per lead well below target and the budget is fully spent (within your cap)
• New creative — low click-through rate
• Check tracking — CRM shows leads but the network reports none

Click Apply or Dismiss. In automatic mode, pause and budget changes inside your limits are applied for you and logged. You get an email when there are new recommendations.