A 33-SKU Ayurveda catalog with no published COA, a 19-day-old feed, 0% GTIN coverage and a 17-page Spanish presell funnel that had burned $754 over 90 days for a single conversion across 6,091 clicks.
Losing presell angles burning $754/90d at zero ROAS - particularly a 17-page Spanish funnel
Monthly kill-list discipline + concentration on the 4 winning angle families
Gender-segmented Ayurveda (Her-Lajit, Alpha) - uncontested by every shilajit competitor except Better Alt
Cost-per-acquisition mathematically unsustainable. Funnel reassigned to SEO-only, paid budget reallocated.
Session-level analytics told the story - 151 page views, 35 CTA clicks, 2 conversions. The audience landed engaged but bounced on the PDP. Fix list shipped to the brand: guarantee surfacing, lab-proof block, tier-bundle math, mobile sticky CTA.
Every 90 days, paid-zero angles are demoted - the cull is the system, not a one-off.