Your ad budget
is a system.
Build it like one.
Five inputs. A budget split, kill rules, and a creative pipeline - calculated, not guessed. The same framework we use to manage spend across our client accounts.
Why This Exists
Most ad accounts don't have
a testing system. They have habits.
Ads get launched, left running too long, killed too late, or scaled without enough data. Budget decisions are made on gut feel, not math.
We built this tool because we got tired of auditing accounts with the same problems - no kill rules, no test budget, no creative pipeline. Every one of those accounts was leaking money.
Outputs
Five numbers in.
A system out.
Account Health Score
See where your ad account sits - strong, stable, thin, or critical - calculated from your live winner-to-loser ratio.
Budget Split Engine
Get a precise breakdown of how much goes to scaling proven ads and how much goes to testing new ones.
Kill Rules & Spend Caps
A dollar threshold for every test. Clear cutoffs at 1×, 1.5×, and 2× CPA so you stop funding losers.
Creative Volume Planner
Monthly output targets - how many concepts, how many variations, and a realistic winner forecast.
Scale Modelling
Run your daily budget through 1× to 5× scenarios before committing a dollar.
Before & After
Gut feel vs. a framework.
| Decision | Without this tool | With this tool |
|---|---|---|
| Test budget per ad | Run it for a week and see what happens | Spend exactly 2× your CPA, then decide |
| When to cut a loser | Give it more time - it might pick up | Kill at 1× CPA if zero conversions |
| How many tests to run | Launch a few and hope something works | Number calculated from your test budget |
| Scale vs. test allocation | Just put more behind what's running | Split adjusts to your account health |
Ad Testing Engine
Plug in your numbers.
Your Numbers
Account State
Results are illustrative based on your inputs. Actual performance varies by account, category, and market conditions.
Common Questions
Quick answers.
Who should use this?
Anyone managing ad spend - in-house, freelancer, or business owner. If you can't answer 'what's my kill rule?' or 'how many tests should I run this month?' - this fills the gap.
My agency manages our ads. Is this relevant?
Very. Run your numbers through this and compare the outputs to what your agency is doing. If there's a gap, you'll see it immediately.
I only know my budget and CPA - is that enough?
Yes. Those two inputs alone generate useful outputs. Add CPM, CVR, and ad counts later to sharpen the results.
Two minutes.
Five numbers.
A system you can use today.
You'll walk away with a budget split, kill rules, and a creative pipeline - the same structure we build for paying clients.
Advisory Notice
A quick note
Every business is different. The examples on this site are real outcomes from past work, but they are illustrative only and not guarantees of future performance. Results depend on factors including market conditions, competition, customer behaviour, pricing, internal execution, and broader business decisions.
SE Digital helps identify opportunities, improve systems, and support stronger digital performance, but commercial outcomes always vary by context.