Testing is a protected budget line, not a leak. At steady state roughly 30% of spend tests new angles and concepts while 55% scales proven winners and 15% covers retargeting, so most of the money always sits on ads that have already earned it.
The discipline is in the exits: losing variations are killed fast, before they consume meaningful spend, and the freed budget flows to the ads that won. Volume without that discipline burns money; volume with it prints information.
