The exposure
A disapproval, a supplier problem, a competitor undercutting, or simple audience saturation and the account halves overnight. It happens more often than people expect.
Building underneath it
- Adjacent products that share the same audience and creative.
- Bundles that raise AOV on the existing winner.
- New markets, if operations can serve them.
- New channels to reach people who do not search yet.
What to do with the winner meanwhile
Protect it: watch its feed status daily, keep its campaign structure clean, and do not experiment on it. Test on the products you can afford to disturb.