Reef & Range had been running on inherited rules of thumb — a fixed ROAS floor, a generic negative-keyword list, a scaling cadence copied from a course. The rules were someone else's distribution, applied to a very different business.

The result was predictable: winners scaled too slowly and waste accumulated in the long tail of search terms no one had time to prune.

The Campaign Specialist built a winner floor from Reef's own contribution-margin and new-customer distribution, then ran an anomaly responder across Google and Meta. It writes NEGATIVE_TERMS on wasteful queries, scales winners that clear the floor, and pauses losers — all under per-action rate limits.

Because the floor is theirs, the system scales acquisition campaigns that an inherited 2.0 rule would have starved.

First quarter on the new floors, new-customer acquisition came in 213% above plan, while wasted-spend search terms dropped 38% quarter over quarter. The growth and the discipline came from the same source: thresholds that describe Reef's store, not the internet's.