Cold Broad · Stage 2
Lookalike > Cold Broad.
When Lookalikes Are Exhausted
Symptom 1: ROAS drops despite audience refresh. Symptom 2: CPM stagnates or rises. Symptom 3: scaling jumps no longer work. Diagnosis: lookalike pool exhausted because audience size cannot keep up with scaling speed.
01
120k EUR
Lookalike Plateau: Average
02
+312%
Spend with Cold Broad Post-Plateau
03
32+
Hooks/Month: Cold Broad Requirement
Cold Broad Setup
- Audience: country + gender + age, otherwise completely open
- CBO with cost cap at 80% of target CPA
- Minimum 32 hook variations in the pool as a prerequisite
- Daily pacing with a maximum +20% jump per day
- Server-side tracking with Event Match Quality above 8.0 as mandatory
Example
An athleisure brand scaled from 80k EUR lookalike to 500k EUR cold broad in 16 weeks without a ROAS drop. Cold broad accounted for 68% of spend.
Why Creative Volume Is the Key Factor
Cold broad without a broad hook library does not work. The audience is wider, so you need more hook variants to reach different audience clusters. 32 hooks per month is the minimum; 60+ is the scaling standard.
„Cold broad is not an audience choice. It is a hook pipeline.”