Ask What should a business do when its ad costs go up but sales stay flat?

[Newman]

When ad costs go up but sales stay flat, a business should first check if the ad message and images still match what buyers actually want, since something that worked before can slowly stop working as buyer interest changes. Checking if the ad reaches the right group of people matters more than spending extra to reach a wider crowd. Cutting the budget too fast can hurt results even more. What should come first when ad costs rise but sales do not follow?