What stays on when an eco brand pauses prospecting for one week?
Quick answer
Turn off campaigns that buy new customers. Keep brand search if it is already on. House-list mail is only a counted second order, an in-stock set at the public price, or a true restock. Do not launch a sitewide code for the quiet week. Do not invent a return-on-ad-spend percentage. The budget split between channels stays on Meta vs Google.
Vs other Intelligence guides
| Guide | Job |
|---|---|
| Brand search | Whether to defend the brand name. This page leaves that campaign on if it is already live. |
| Creative budget | How much of spend is creative. Not which campaigns pause. |
| Meta vs Google | The split when both are on. This page is a one-week off switch for prospecting. |
| Second order | One allowed house-list note, and only with a counted window. |
| In-stock bundle | One allowed set, at the public price. |
| Restock email | One allowed note, only when stock is real. |
| Email list growth | New subscribers. The pause does not add a popup discount. |
| This guide | What stays on when an eco brand pauses prospecting for one week |
Composite operator guidance. Not legal advice on ad platforms. Do not treat a worksheet campaign count as a typical efficiency lift. Ad platforms do not publish a bonus for a pause.
Three switches. Set them on day 1.
| Switch | What it is | This week |
|---|---|---|
| Prospecting off | Broad, lookalike, cold, and interest campaigns aimed at non-buyers | Paused for seven days. |
| Brand search | Queries that are the brand name | Leave on if already on. Do not open new prospecting to "replace" it. |
| House list | People who bought or opted in | Only the three notes below. No sitewide code. |
Staff line: "If the campaign is hunting a first order, it is off this week." A code is not a substitute for the pause.
Proof ladder (one-week pause)
| What is true this week | You may do | You freeze |
|---|---|---|
| Prospecting campaigns are listed and paused. | Keep brand search. Send a house-list note only if its own page says go. | A sitewide percent "while ads are off." |
| No second-order window is counted | Skip that note. Second order. | A blast that guesses the jar is empty. |
| No in-stock set | Skip the set. Bundle. | A percent to invent a set. |
| No SKU is back in stock | Skip restock. Restock. | A countdown to fill the quiet week. |
Pause kit
- List prospecting campaigns in Meta and Google. Pause the ones aimed at non-buyers.
- Leave brand search as it is if it is already live. Brand search.
- Check the three house-list notes. Send one only when its own go rules pass. Send none if all three are no-go.
- Do not add a code in Shopify, Klaviyo, or the ads account for this week.
- A person checks spend on day 3 and pauses anything still buying first orders.
- On day 7, decide in writing what turns back on. The pause is not a silent forever cut.
| Leave off this week | Why |
|---|---|
| A sitewide code | It replaces learning with a cheaper price. Check any real price change in the break-even calculator on another week. |
| New lookalikes "to keep the account warm" | That is prospecting. It is the thing you paused. |
| A popup that offers a percent for an email | List growth already bars that path. |
| A fake restock or a fake low-stock badge | Restock. |
Allow vs banned
| Surface | Allow | Kill |
|---|---|---|
| Prospecting campaigns | Paused for seven days | Still spending on non-buyers. |
| Brand search | Stays if already on | New broad match stuffed into the brand campaign. |
| House list | Second order, bundle, or restock when each page says go | A sitewide code. A mail to people who never opted in. |
| Board story | Campaigns paused, notes sent or held | Invented return-on-ad-spend percentage for the pause. |
EmpCo from 27 September 2026 still applies to claims you publish during the pause. Do not publish an efficiency lift for the off switch.
10-check pause log (run this week)
Open the ad accounts and Shopify discounts, not a growth thread. Log Y/N.
| # | Check | Pass |
|---|---|---|
| 1 | Are prospecting campaigns paused? | Yes, or pause them today. |
| 2 | Is brand search unchanged? | Brand search. |
| 3 | Any new sitewide code? | Delete it. |
| 4 | Second-order note only with a counted window? | Second order. |
| 5 | Bundle only at the public sum or old set price? | Bundle. |
| 6 | Restock only with real stock and no clock? | Restock. |
| 7 | Day 3 spend check done? | Leftover prospecting spend goes on the worksheet. |
| 8 | List-growth popup free of a new percent? | List growth. |
| 9 | Channel split left for its own page? | Meta vs Google. |
| 10 | Did a vendor promise an efficiency lift from the pause? | Ignore. No invented %. |
Fix the account that week. A prospecting campaign was still on: pause it. A code went live: end it. Do not invent a return-on-ad-spend percentage.
Pause freeze (labeled example)
Replace every cell from the ad accounts and the discount list. Do not copy the example as an efficiency benchmark.
| Field | Worked example | Your cell |
|---|---|---|
| Prospecting set paused | 1 paused set example, or NONE | [paused] |
| Prospecting campaigns checked | 8 campaigns example | [campaigns] |
| Campaigns still spending on non-buyers | 3 leftover live campaigns example. Pause them. | [still_on] |
| Sitewide codes opened for the pause | 2 leftover codes example. End them. | [codes] |
Those cells are worksheet labels, not a budget quota. If [paused] is NONE, the week has not started.
Go / no-go
| Call | When |
|---|---|
| No-go on the pause story | Prospecting still spending, a new sitewide code, a fake restock |
| Go on the off switch | Prospecting paused, brand search unchanged, house list only under the three notes |
| Partial go | Pause the leftover campaigns today. End the code. Keep the week. |
Score leftover live prospecting and leftover codes. A return-on-ad-spend lift is not a KPI for this week.
The off switch is the week.
Stop buying first orders for seven days. Mail the house list only when a second order, a full-price set, or a real restock is true. Leave the sitewide code off.
Template fields and 7-day run
| Field | Fill with | Do not invent |
|---|---|---|
[paused] | Yes, or NONE | A "warm" lookalike |
[brand_search] | On as before, or off as before | A new broad campaign |
[house_note] | Second order, bundle, restock, or none | A sitewide code |
[signer] | Person who checks day 3 and day 7 | An unattended rule that turns prospecting back on overnight |
Brief: "Paused: [paused]. Brand search: [brand_search]. House note: [house_note]. Signer: [signer]. If paused is NONE, the week has not started. No sitewide code. No return-on-ad-spend %."
- Day 1: Pause prospecting. Record [campaigns]. Confirm no new code.
- Day 2: Decide the house note: second order, bundle, restock, or none.
- Day 3: Check spend. Fill [still_on] and pause leftovers.
- Day 4: Send the one allowed note, or send nothing.
- Day 5: Confirm brand search did not gain broad terms.
- Day 6: Confirm discounts. Fill [codes] and end them.
- Day 7: Write what turns back on. Run the 10-check log.
Frequently asked questions
What stays on when an eco brand pauses prospecting for one week?
Turn off campaigns that buy new customers. Keep brand search if it is already on. House-list mail is only a counted second order, an in-stock set at the public price, or a true restock. Do not launch a sitewide code. Do not invent a return-on-ad-spend percentage.
Is brand search part of the pause?
No. Leave it as it already is. The pause is campaigns that buy a first order from people who have not bought.
What can the house list receive?
A second-order note with a counted window, an in-stock set at the public price, or a restock note with real stock. Otherwise nothing.
May we add a code so the week still "does something"?
No. A sitewide code is not the pause. End any code that went live for this week.
What do we measure if not a return-on-ad-spend %?
Whether prospecting is off, leftover campaigns still spending, leftover sitewide codes, and which house-list note was allowed.