Week-one Meta tests: fatigue, form quality, frequency

A Meta test changes a creative, a form field, an audience stance, or a frequency cap. Valid week-one tests: (1) Creative fatigue — if prospecting frequency hits ≥ 3.0 in seven days and hook-through / thumbstop drops, rotate the hook; do not raise budget. (2) Form quality — if 20 Instant Form leads produce 0 shows (or the desk cannot reach anyone), add timeframe + budget or move that spend to the landing page. (3) Retargeting frequency — if frequency ≥ 6 and zero Schedule events, pause retargeting; you are stalking the same 200 people. Invalid “tests”: reviewing Search Terms (there are none), changing match types (there are none), fleeing to Google because CPM felt high, pausing because a competitor boosted a post for two days.

A kill rule is a number plus an action you will take without a meeting. Example: “If prospecting frequency ≥ 3.0 by day 7 and the winning hook’s unique outbound CTR falls while spend holds, pause that creative and shoot the next cell of the 3×2 — do not add budget.” Example: “If Instant Form show rate is 0/20, replace name+phone with budget + timeframe or shift the $300 test pocket to the LP.” That is Meta. “If Search Terms look junk, go exact” is a Google rule wearing a Meta costume. “If CTR is 2%, scale or flee” is a feeling.