Three questions we ask before moving a whole channel's budget somewhere else, and what happened when Oakmere did it.
Switching off a single ad is routine. Switching off a whole channel feels much bigger, especially one where a brand has an audience. We've done it four times this year. Here's how we decide.
1. Is it selling, or just being seen?
Views, followers and comments are real, but they aren't sales. We compare each channel's cost per new customer over 60 days, not its reach. Oakmere Home's TikTok had millions of views and cost twice as much per customer as Meta.
2. Did we test it fairly?
Before calling a channel dead, we make sure it had good ads, not leftovers. That means at least eight new ads made for that platform, a proper test budget and a few weeks to learn. If the best ads elsewhere still lose there, the channel probably isn't for this brand right now.
3. Where would the money do more?
Switching off only makes sense if the budget has somewhere better to go. For Oakmere, the same creators recut for Meta beat TikTok within a week, so the move was easy. If nothing else is working either, the problem is the ads, not the channel.
What we keep
We rarely go to zero. A small budget, about 10% of the old one, keeps the channel warm and gives us a clean comparison. Organic posting carries on, unpaid. And we revisit in a quarter: platforms change, and so do customers.
What happened at Oakmere
Blended ROAS went from 2.4× to 3.1× in two months, on the same total budget. The viral TikTok audience is still there, following the brand for free.
Theo Lindqvist
Co-founder and creative director. Has briefed more than 600 creator videos.
