---
title: "Sports Ads: Plan, Launch & Optimize Campaigns | FroggyAds"
canonical: "https://froggyads.com/sports-ads/"
markdown_url: "https://froggyads.com/sports-ads.md"
description: "Plan sports ads with truthful creative, format fit, audience controls, stable tracking, destination checks, budget limits and accepted business outcomes."
language: "en"
---

[Home](https://froggyads.com/)/[Verticals](https://froggyads.com/verticals/)/Sports AdsSEO and GEO-ready campaign guide

# Sports Ads

Sports Ads should state one truthful promise, identify an eligible audience, lead to a matching destination, and track an accepted business event. Keep market, device, format, source and creative identifiers stable during a capped test. Compare qualified outcomes after conversion delay and exclusions mature, then scale only when repeatable economics and policy compliance remain inside the written range.

[Create My Free Account](https://premium.froggyads.com/#/signup)[View the framework](https://froggyads.com/sports-ads/#framework)

Reviewed and materially updated 2026-09-11 for Sports Ads. Recheck current inventory, approval conditions, pricing and campaign economics before launch.

![Sports Ads planning visual](https://froggyads.com/assets-redesign-2026/images/v106/sports-ads-hero.svg)

Key takeaways

## Sports Ads in three decisions

### What does this page explain about Sports Ads: Plan, Launch & Optimize Campaigns?

**Quick answer:** Sports Ads are creative and campaign executions designed for fans segmented by sport, team interest, market, language, device and purchase or subscription intent. Sports Ads should lead to an authorized team, media, ticketing or product page with rights, dates, pricing and availability. Before launching sports ads, confirm rights, schedules, availability, age suitability and advertiser identity, and apply separate controls to any regulated betting content. Scale sports ads only when tracking quality, source mix and a verified subscription, registration, ticket purchase, merchandise order or qualified fan action remain stable after a controlled increase.

| Section | Distinct excerpt from this page |
|---|---|
| A creative and campaign framework | Compare team or event excitement, fan access and season or tournament moments through a verified subscription, registration, ticket purchase, merchandise order or qualified fan action, not visual preference alone. |
| Questions about sports ads | Set daily and total limits, then compare spend with qualified fan action, cost per ticket or subscription and accepted value before changing the bid or budget. |

Reference for Sports Ads: Plan, Launch & Optimize Campaigns: [FTC advertising and marketing guidance](https://www.ftc.gov/business-guidance/advertising-marketing).

Editorial review for Sports Ads: Plan, Launch & Optimize Campaigns: [FroggyAds Editorial Team](https://froggyads.com/editorial-policy/), 2026-08-02.

- Define fans segmented by sport, team interest, market, language, device and purchase or subscription intent and exclude users who cannot lawfully or practically complete the offer. For **Sports Ads**, validate this point against Sports Ads, Sports Ads Home, Sports Ads SEO and keep it separate from the **Sports Traffic** intent.

- Keep the creative concept, destination, tracking and accepted-event definition stable while the first test matures.

- Scale only when a verified subscription, registration, ticket purchase, merchandise order or qualified fan action and campaign economics remain inside the documented decision range. For **Sports Ads**, validate this point against Sports Ads, Sports Ads Home, Sports Ads SEO and keep it separate from the **Sports Traffic** intent.

Planning note for Sports Ads: these takeaways support campaign decisions but do not guarantee pricing, available inventory, approval or performance.

**On this page**[Definition](https://froggyads.com/sports-ads/#definition)[Evaluation framework](https://froggyads.com/sports-ads/#framework)[Launch workflow](https://froggyads.com/sports-ads/#workflow)[Measurement](https://froggyads.com/sports-ads/#measurement)[Creative and formats](https://froggyads.com/sports-ads/#creative)[Optimization](https://froggyads.com/sports-ads/#optimization)[Limitations](https://froggyads.com/sports-ads/#limitations)[Questions](https://froggyads.com/sports-ads/#faq)

## What sports ads means

**Definition:** Sports campaigns promote lawful teams, media, tickets, products or fan services without implying unauthorized affiliations or mixing general sports with betting.

Sports Ads begins with a precise operating definition. Identify fans segmented by sport, team interest, market, language, device and purchase or subscription intent; state the markets, devices and placements; and name a verified subscription, registration, ticket purchase, merchandise order or qualified fan action. The destination should be an authorized team, media, ticketing or product page with rights, dates, pricing and availability. A broad vertical name is useful for navigation, but the campaign itself must be expressed as concrete eligibility, creative, tracking and budget settings.

Make What sports ads means specific to Sports Ads by tying it to the exact workflow, audience or commercial constraint described on this page. Review focuses, creative, format, execution, resource and covers together, because a strong result in one of them should not conceal a material failure in another. If the section exposes a measurement gap, repair that gap before changing the offer, creative and targeting simultaneously.

The main avoidable risk for sports ads is unauthorized trademarks, fake endorsements, stale schedules or unclear separation from gambling offers. Put the risk into the brief before launch, assign an owner and define the signal that will pause the campaign. A written stop condition is more useful than a general intention to monitor quality because it creates an auditable decision when results move quickly.

## A creative and campaign framework

On this Sports Ads page, A creative and campaign framework matters because it changes what the advertiser should verify before committing budget or operating effort. Compare Plan, through, five, connected, layers and audience under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. When the evidence is strong, carry the exact setting or requirement into the next campaign step instead of broadening several variables at once.

The strongest sports ads test is reproducible. Give each concept a stable identifier, keep targeting and destination versions documented, and change one major variable at a time. Compare team or event excitement, fan access and season or tournament moments through a verified subscription, registration, ticket purchase, merchandise order or qualified fan action, not visual preference alone.

| Decision layer | What to verify | Why it matters |
|---|---|---|
| **Scope** | fans segmented by sport, team interest, market, language, device and purchase or subscription intent | Defines who should see the campaign and who must be excluded. |
| **Promise** | Team or event excitement | Creates one understandable reason to continue. |
| **Access** | Markets, devices, formats and source availability | Confirms the campaign can reach the intended context. |
| **Control** | Budget, bid, frequency, source and targeting controls | Protects the test and keeps decisions reversible. |
| **Measurement** | qualified fan action, cost per ticket or subscription and accepted value | Connects media activity with a mature business result. |
| **Safeguards** | Confirm rights, schedules, availability, age suitability and advertiser identity, and apply separate controls to any regulated betting content | Reduces avoidable user, policy and brand risk. |

**Decision rule:** Do not choose or scale sports ads from headline reach, a low CPM, early clicks or isolated conversions. Require stable tracking and mature accepted value.

For the Sports Ads decision, record how this control changes the next test or review. Document the decision range before launch. For example, name the maximum spend without an accepted event, the minimum data required before a source exclusion, the conversion delay that must pass, and the margin needed before a budget increase. Those rules reduce emotional optimization and make the same evidence understandable to analysts, buyers and account owners.

## Controlled launch workflow for sports ads

Make Controlled launch workflow for sports ads specific to Sports Ads by tying it to the exact workflow, audience or commercial constraint described on this page. Document buying, verify, complete, journey, impression and advertiser-side in the same decision record so a later reviewer can see why the option passed, failed or needs a narrower retest. Connect the finding to one owner and one next action so the page helps the visitor decide rather than merely describing a process. A controlled FroggyAds test can turn this section into measurable evidence: keep the conversion definition stable, preserve source identifiers and compare marginal performance before expanding.

On this Sports Ads page, Controlled launch workflow for sports ads matters because it changes what the advertiser should verify before committing budget or operating effort. Translate the section into checks for Keep, change, Record, launch, time and budget; this keeps the recommendation tied to the page's real task instead of generic marketing language. If the evidence does not support the current assumption, narrow the scope or run the smallest reversible test that can resolve it.

### Define the operating brief

Name the markets, devices, audience, format, destination, a verified subscription, registration, ticket purchase, merchandise order or qualified fan action, attribution window, budget ceiling and decision owner for sports ads. Record exclusions and material safeguards before the first impression.

### Validate the complete path

For Sports Ads, translate this point into the actual operating-cost boundary for the decision on this page. Open an authorized team, media, ticketing or product page with rights, dates, pricing and availability on every targeted device. Test click identifiers, conversion events, duplicate handling, currency, time zones and the advertiser-side acceptance logic.

### Launch a protected test

For Sports Ads, use this point as the written continue, repair, pause, or rollback rule for this page. Use daily and total limits, stable identifiers and a small set of variables. Keep major settings unchanged long enough for a verified subscription, registration, ticket purchase, merchandise order or qualified fan action to mature.

### Diagnose by source and concept

For Sports Ads, translate this point into the actual operating-cost boundary for the decision on this page. Review market, device, source and creative results together. Compare qualified fan action, cost per ticket or subscription and net merchandise or media value instead of optimizing to inexpensive clicks.

### Scale or restore the baseline

For Sports Ads, increase one dimension only after mature accepted economics remain stable; if quality, policy or destination performance weakens, roll back to the last documented setup and investigate the change.

![Five-step workflow for Sports Ads](https://froggyads.com/assets-redesign-2026/images/v106/sports-ads-workflow.svg)

On Sports Ads, use this control to keep the page's evidence and action traceable. Do not compress this workflow into a single launch-and-scale action. Each step answers a different question: whether the campaign is eligible, whether the path works, whether the initial evidence is trustworthy, whether the source or concept is responsible for the result, and whether an increase preserves the same economics.

## Budget and measurement model

Budget sports ads for learning rather than for a predetermined number of conversions. Begin with a total amount the business can risk, divide it into a protected daily limit and reserve enough time for conversion delay. A cheap click can be expensive when it never becomes a verified subscription, registration, ticket purchase, merchandise order or qualified fan action; a higher-cost source can be useful when accepted value and downstream quality are stronger.

For Sports Ads, translate this point into the actual operating-cost boundary for the decision on this page. Use a metric ladder. At the top, track delivery and destination health. In the middle, review qualified fan action and cost per ticket or subscription. At the bottom, reconcile net merchandise or media value, refunds, reversals, retention or other final value. Optimization should move down the ladder as data matures rather than stopping at the easiest event.

| Measurement layer | Example signal | Decision use |
|---|---|---|
| **Delivery** | Spend, impressions, clicks, frequency and source mix | Confirm that the test is running as configured. |
| **Path quality** | Load success, event integrity and destination completion | Detect technical loss before judging media. |
| **Qualified action** | qualified fan action and cost per ticket or subscription | Compare sources and concepts after maturation. |
| **Business value** | net merchandise or media value | Decide whether the campaign can scale. |

### Test budget

For Sports Ads, set daily spend and total test-loss limits that allow a useful comparison without exposing the full campaign budget before evidence matures. Use the evidence in Test budget to support the specific Sports Ads task to decide whether this option fits the buyer's acquisition workflow. The adjacent Sports Traffic page covers a different decision.

### Maturity window

For Sports Ads, wait through the documented conversion, approval, reversal or retention delay before excluding a source or declaring a creative, offer or concept successful. Within the Maturity window step, use this point to decide whether this option fits the buyer's acquisition workflow. The adjacent Sports Traffic page covers a different decision.

### Accepted value

For Sports Ads, reconcile platform events with the advertiser-side system used for approvals, revenue, activation or retained-customer value before making source decisions.

![Measurement scorecard for Sports Ads](https://froggyads.com/assets-redesign-2026/images/v106/sports-ads-scorecard.svg)

Make Accepted value specific to Sports Ads by tying it to the exact workflow, audience or commercial constraint described on this page. Compare practical, example, launch, controlled, groups and destination under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. If the section exposes a measurement gap, repair that gap before changing the offer, creative and targeting simultaneously. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof.

## Creative, format and destination fit

For sports ads, useful creative directions include team or event excitement, fan access and season or tournament moments. These are starting hypotheses, not guaranteed winners. Give each concept a stable identifier and judge it through accepted outcomes. Cosmetic changes such as a slightly different color should not be presented as independent strategic tests.

For Sports Ads, apply this point to the exact audience, format, creative promise, and destination described on this page. Video, native and display can support sports storytelling, while push can communicate genuine schedule, ticket or content updates. Whichever format is used, the creative must make one accurate promise and the destination must complete that promise. The best format is therefore conditional on the amount of explanation needed, the user context and the accepted action.

| Format | Sports execution | Planning note |
|---|---|---|
| **Push** | Use a concise Sports proposition and a clear destination expectation. | Best when the value can be understood quickly without imitating system alerts. |
| **Native** | Explain team or event excitement with enough context to prequalify the user. | Useful for education, comparison and considered actions. |
| **Display** | Use recognizable, lawful imagery and a single legible promise for Sports. | Supports repeated recognition across device and source groups. |
| **Pop or interstitial** | Preserve immediate continuity with an authorized team, media, ticketing or product page with rights, dates, pricing and availability. | Requires strict frequency, destination quality and policy review. |
| **Video** | Demonstrate fan access without unsupported outcomes. | Useful when motion genuinely clarifies the product or experience. |

The destination for sports ads should be an authorized team, media, ticketing or product page with rights, dates, pricing and availability. Repeat the main proposition, identify the advertiser, disclose material terms and make the next action obvious. Test the page on the actual device and network conditions targeted by the campaign. A destination that is slow, unavailable or contradictory can create a false negative for every source and concept.

For Sports Ads, apply this control to the page's stated scope and evidence window. Creative review should include policy and user-impact questions before performance questions. Confirm that the image, headline and call to action do not exaggerate the offer or conceal a material condition. Then verify that the content is appropriate for the audience and placement. Only after those checks should the team compare attention and conversion signals.

## Source optimization, scale and rollback

The practical role of Source optimization, scale and rollback in Sports Ads is to expose the exact condition that can change the buyer's next action. Document Optimize, specific, reliable, level, available and Review in the same decision record so a later reviewer can see why the option passed, failed or needs a narrower retest. Keep the baseline unchanged while testing the next hypothesis; that comparison is what makes the decision reproducible. FroggyAds is useful here because the media-buying decision can stay separate from the broader strategy decision: launch a bounded campaign, inspect source performance and scale only verified value.

For Sports Ads, apply this control to the page's stated scope and evidence window. The primary risk to watch is unauthorized trademarks, fake endorsements, stale schedules or unclear separation from gambling offers. Add a monitoring view that makes the relevant signal visible, and define what happens when it appears. Depending on the evidence, the correct action may be observation, a lower bid, a narrower audience, a destination repair, a creative pause or a complete stop. Blocking every weak early result is not the same as optimization.

| Observed state | Preferred action | Evidence required |
|---|---|---|
| Tracking or destination failure | Pause and repair | Technical validation, not more spend |
| Promising but immature source | Observe or limit | More mature accepted outcomes |
| Repeated negative source economics | Reduce, exclude or lower bid | Adequate spend, maturity and stable tracking |
| Stable accepted value | Increase one dimension gradually | Economics survive the previous increase |
| Performance breaks after scale | Roll back to the last stable setup | Documented baseline and change log |

For Sports Ads, the Source optimization, scale and rollback checkpoint should answer a concrete buyer question rather than repeat a generic framework. Use Scale, controlled, increase, time, Expanding and budget as the traceable inputs for this section, then state which missing item would be serious enough to stop or narrow the decision. Use the finding to choose a specific action—keep, cap, exclude, renegotiate, retest or stop—rather than recording a score with no operational consequence. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof.

Within Sports Ads, use this checkpoint when recording the next page-specific decision. Use stop rules as actively as scale rules. Stop when the offer becomes unavailable, a required approval changes, tracking cannot be reconciled, the destination no longer matches the creative, or accepted economics remain outside the permitted range. A disciplined stop preserves capital and trust and prevents weak traffic from being blamed for a problem elsewhere in the path.

Maintain a decision log for sports ads. Record the date, campaign version, source, format, market, device, concept, destination, spend, accepted-event count, delay window and reason for every material action. Keep excluded sources and rejected events visible rather than deleting them from the analysis. This history separates a real improvement from a temporary mix change, helps another buyer reproduce the decision, and gives future reviews a factual basis. When a result cannot be traced to a stable configuration, treat it as directional evidence and require a confirmation cycle before expanding budget.

## Limitations and responsible use

A buyer evaluating Sports Ads can use Limitations and responsible use to make the page actionable: identify the condition, document the evidence, and define the response. Keep the review anchored to does, guarantee, impressions, clicks, accepted and conversions; those details are the parts of this section that can materially change the recommendation. If the evidence does not support the current assumption, narrow the scope or run the smallest reversible test that can resolve it.

For sports ads, confirm rights, schedules, availability, age suitability and advertiser identity, and apply separate controls to any regulated betting content. These safeguards are part of campaign quality, not a separate legal checkbox. A campaign that attracts ineligible users or uses a misleading promise can appear active while producing unusable events, complaints or policy risk. This guide is operational information and not legal advice.

- For Sports Ads, use truthful creative and send only eligible users to a destination that is live, accessible and appropriate for the targeted market.

- For Sports Ads, protect personal data and apply consent, tracking, disclosure and retention practices that fit the campaign, market and user context.

- For Sports Ads, label estimates, starting bids, benchmarks and past results as non-guaranteed planning inputs rather than promises of future performance.

- For Sports Ads, pause when offer eligibility, policy fit, destination integrity or measurement can no longer be verified.

### Useful FroggyAds source pages

For sports ads, use [pricing and entry information](https://froggyads.com/pricing/), [supported ad formats](https://froggyads.com/ad-formats/), [conversion tracking setup](https://froggyads.com/conversion-tracking-setup/), [traffic-quality controls](https://froggyads.com/adscore-traffic-quality/), [brand-safety guidance](https://froggyads.com/brand-safety/) and [editorial and fact-checking policy](https://froggyads.com/editorial-policy/).

For the Sports Ads decision, record how this control changes the next test or review. Use cost examples and previous campaign observations as inputs, not promises. Replace assumptions when new evidence appears, update the page date only after a material change and keep the source or evidence trail for every time-sensitive claim. Those practices improve both operator decisions and the reliability of passages quoted by search or answer engines.

Verification references

## Sources and policy references

For Sports Ads, use the cited primary and official references to verify claims, policy expectations, measurement terminology and technical requirements. They complement rather than replace the current rules for the offer, market, destination and FroggyAds campaign review.

- [FTC advertising and marketing guidance](https://www.ftc.gov/business-guidance/advertising-marketing)

Truth-in-advertising and substantiation guidance for businesses.

- [Google Ads policies](https://support.google.com/adspolicy/answer/6008942?hl=en)

For Sports Ads, use Google Ads policies as a current comparison point for prohibited, restricted and editorial requirements, then verify the rules that govern the actual platform, market and destination before launch.

- [Microsoft Advertising Help Center](https://help.ads.microsoft.com/)

For Sports Ads, use Microsoft Advertising documentation as a current reference for campaign setup, policy and measurement terminology, and recheck the relevant requirement before implementation.

- [IAB Tech Lab standards](https://iabtechlab.com/standards/)

For Sports Ads, use IAB Tech Lab standards for programmatic mechanics, measurement, privacy-related signaling and supply-chain transparency, and verify the current specification before a material technical decision.

**Verification rule:** For Sports Ads, recheck current law, platform policy, offer eligibility and destination access before launch because requirements can change by market, product and audience.

## Questions about sports ads

### precise checkpoint: should Sports Ads prove the reconciled outcome?

precise checkpoint: Sports Ads defines the reconciled outcome. clear handoff: Sports Ads caps the firm trial amount. calm assessment: Sports Ads checks commercial value.

### direct assessment: who owns the Sports Ads campaign record?

direct assessment: Sports Ads assigns the budget holder. defensible evidence check: Sports Ads records the campaign record. gradual evaluation: Sports Ads states the scope boundary.

### methodical sign-off: should Sports Ads test one delivery factor?

methodical sign-off: Sports Ads tests one delivery factor. cautious discussion: Sports Ads keeps the original delivery setting. separate readback: Sports Ads checks delivery quality.

### deliberate evaluation: does Sports Ads cite a written support?

deliberate evaluation: Sports Ads cites the written support. calm checkpoint: Sports Ads states the delivery caveat. selective debrief: Sports Ads asks the decision owner.

### joint discussion: should Sports Ads fit the relevant audience?

joint discussion: Sports Ads defines the relevant audience. gradual measurement: Sports Ads checks the campaign objective. independent budget check: Sports Ads protects audience relevance.

### local readback: should Sports Ads count the creative expense?

local readback: Sports Ads counts the creative expense. separate test: Sports Ads adds the operating cost. clear audit: Sports Ads caps the written spend cap. systematic discussion: Sports Ads checks the approved event.

### measurable examination: should Sports Ads trust the sales ledger?

measurable examination: Sports Ads reads the sales ledger. selective budget check: Sports Ads checks the conversion record. defensible handoff: Sports Ads trusts the useful result.

### thoughtful control: should Sports Ads pause for destination error?

thoughtful control: Sports Ads pauses for destination error. independent diagnosis: Sports Ads records the delivery caveat. cautious check: Sports Ads verifies the signed-off remedy.

### precise evidence check: should Sports Ads improve from quality-adjusted results?

precise evidence check: Sports Ads uses quality-adjusted results. clear decision: Sports Ads tests one measurable input. calm reconciliation: Sports Ads keeps the fixed control group. responsible pilot: Sports Ads checks buyer fit.

### direct outcome check: can Sports Ads take a careful volume rise?

direct outcome check: Sports Ads takes a careful volume rise. defensible control: Sports Ads checks the approved event. gradual verification: Sports Ads caps the planned budget ceiling. transparent test: Sports Ads protects buyer fit.

## Related Sports resources

[**Sports Traffic**Plan traffic acquisition and source-level measurement for Sports.](https://froggyads.com/sports-traffic/)[**Sports Advertising Network**Evaluate network inventory, controls and reporting for Sports.](https://froggyads.com/sports-advertising-network/)[**Sports Ad Network**Compare established Sports ad-network considerations.](https://froggyads.com/sports-ad-network/)[**Advertising Verticals**Browse all FroggyAds vertical campaign resources.](https://froggyads.com/verticals/)
Controlled self-serve media buying

## Build a measured Sports Ads test

Define the eligible audience, destination, accepted outcome and limits for sports ads, verify tracking and make source-level decisions from mature evidence. Results vary by campaign and are not guaranteed.

[Create My Free Account](https://premium.froggyads.com/#/signup)[Explore all resources](https://froggyads.com/resources/)

## Related campaign decision guides

### [Sports Advertising](https://froggyads.com/sports-advertising/)

Plan sports advertising with audience eligibility, truthful creative, format and source controls, tracking, destination checks, budget limits and accepted ou.

### [Sports Traffic Source](https://froggyads.com/sports-traffic-source/)

Evaluate a sports traffic source by audience eligibility, formats, source reporting, tracking, destination fit, safeguards and mature campaign economics.

Search intent and buyer decision

## How to use this Sports Ads page

This URL has one primary job for **performance-focused advertisers**: **decide whether this option fits the buyer's acquisition workflow**. Keep this page focused on that buying decision instead of turning it into a generic advertising article. The nearest related FroggyAds page is [Sports Traffic](https://froggyads.com/sports-traffic/); use that URL when its narrower task is the one you actually need. 

The page-specific entity gap for Sports Ads is operational rather than decorative: check source quality against downstream acceptance rather than click volume alone. This context supports the decision to decide whether this option fits the buyer's acquisition workflow.

| Step | Commercial General workflow | Evidence to retain |
|---|---|---|
| 1 | Define the buyer and accepted outcome | Keep the evidence tied to Sports Ads and the accepted outcome defined for this URL. |
| 2 | Configure the smallest useful campaign test | Keep the evidence tied to Sports Ads and the accepted outcome defined for this URL. |
| 3 | Keep, cap or expand only from accepted-outcome evidence | Keep the evidence tied to Sports Ads and the accepted outcome defined for this URL. |

### Transparent Sports Ads decision example

**Hypothetical example:** if a controlled Sports Ads test spends USD 250 and records 7 accepted outcomes after the same review window, accepted CPA is USD 250 divided by 7 = **USD 35.71**. Replace the example inputs with your own economics; this is not a FroggyAds performance claim.

Use FroggyAds as the execution layer only when the page's decision calls for paid traffic. Set the relevant budget, targeting and format controls, verify conversion tracking, keep source-level evidence, and increase spend only when the accepted outcome supports the next step. [Create your free FroggyAds account](https://premium.froggyads.com/#/signup). 

Direct answer

## Sports Ads — what matters first

Sports Ads is most useful when it helps a buyer decide whether this option fits the buyer's acquisition workflow. Define the accepted outcome first, then use targeting, budget and source-level evidence to decide what deserves more spend.