Question about cutting ad spend on a brand that's not yours

Three years ago, I was running ads for a small coffee shop in Portland. The owner wanted to stop all ads for a month to 'reset the algorithm', which I thought was a bad idea. I said the data showed our best customers came from those ads, and stopping would hurt sales. He did it anyway, and sales dropped 15% that month. But then, the next month when we turned ads back on, our cost per click was lower and we got more new people. So maybe he was right in a weird way. Has anyone else had a client insist on a break that actually worked out?

3 comments

3 Comments

adam_adams5d ago

Portland coffee shop owner's 15% sales drop gamble actually paid off later.

hollyc925d ago

Wait, they lost 15% of their sales at first? How did they not panic and change everything back right away?

lopez.simon5d ago

Yeah, that 15% drop would have made me sweat too, @hollyc92. I had a client who wanted a break once and I fought it hard, gave them my whole worried speech. Felt like a real genius when their numbers dipped at first... then they bounced back even better, just like this. Makes you wonder if sometimes we're all just guessing, you know? I still get nervous telling someone to stop spending, but maybe the algorithms just get bored like the rest of us.