Decide which low-CTR ads to turn off.
Sort low-CTR ads into ones to pause, ones to fix and ones with a delivery problem.
The problem.
A low CTR is only sometimes a bad ad. Some convert well despite it, and some have an auction problem, not a creative one.
What you can do in Orphex.
Which Meta and TikTok ads have a CTR well below our norm over the last 30 days? Pause the ones that also don’t convert.
Orphex reads CTR, CPM, frequency and conversions for each ad. Your assistant compares each with your other ads of the same format.
Your assistant keeps ads that convert despite a low CTR, and flags delivery or fatigue problems separately.
Each preview pauses one ad. You confirm the ones you agree with.
What you’ll see
Which Meta and TikTok ads have a CTR well below our norm over the last 30 days? Pause the ones that also don’t convert.
Seven ads sit well below your CTR. Two convert well and stay. Two have a delivery problem. Three are weak all the way down, and each pause is its own preview.
| Ad | Platform | CTR | Spent, 30 days |
|---|---|---|---|
| Static · Spring sale | Meta | 0.41% | $880 |
| Carousel · Colors | Meta | 0.38% | $610 |
| Video · Studio demo | TikTok | 0.29% | $540 |
The result.
What Orphex reads for you
- CTR, CPM and 7-day frequency per ad
- Conversions and cost per conversion
- Each ad’s format, to compare like with like
After you confirm
- Each preview pauses one ad.
- Undo restores the ad’s previous status.
- Delivery and fatigue problems are flagged separately, since pausing won’t fix them.
New ads with few impressions don’t have a reliable CTR yet, so leave them out.
Ask it another way.
Which ads should I turn off?
Find creatives that aren’t getting clicks.
Pause Meta ads with a low CTR that also don’t convert.
Questions.
Why leave new ads out?
With few impressions, CTR isn’t reliable yet.
Will it pause an ad that converts?
Only if you confirm it. Each pause is its own preview, so reject any ad that converts.
Related skill
Orphex Creative Signal Review
Compare creative results for the business objective and plan the next test; optimized delivery does not establish an A/B winner.
Related use cases.
Pause ad sets that spend without purchases
List ad sets with spend and no purchases, and pause them after you check the list.
Open use casePause TikTok ad groups with no conversions
Find ad groups that spend without converting and pause them after you review the list.
Open use caseFind videos that lose people in the first second
Spot videos with a weak opening but a strong body, where a re-cut beats a new shoot.
Open use case
Try it on your own account.
Free plan: 3 connected accounts, 250 reads and 50 actions a month. No card needed. Changes must be switched on for your workspace.