This is the audit we run before we touch anything. It takes two minutes and nobody sees the answers but you. If you score well, you probably do not need us — which is rather the point.
01
Are you shipping new creative every week?
Not every month, every week. Volume is the single biggest lever in a Meta account and almost every underperforming account we open is starved of it.
02
Do you know your break-even cost per purchase?
Not your ROAS target — the actual dollar figure above which every sale loses money. If you cannot say it out loud, nobody is managing to it.
03
Is your account looked at every day?
Weekly reviews are the agency standard because that is what their staffing allows. A dead ad left running for five days is five days of budget gone.
04
Are you running more than five creative concepts at once?
Not five variations of one idea. Five genuinely different angles. If the account only has a couple of concepts, the algorithm has nothing to choose between.
05
Is your Conversions API set up and verified?
Pixel alone loses a meaningful share of conversions. If nobody has checked that events actually fire, every optimisation decision after that is a guess.
06
Do you own your ad account, pixel and page?
If your agency owns them, leaving costs you your entire history. This is the one that catches people out at the worst possible moment.
07
Have you tested your price or offer in the last six months?
Most accounts that cannot be fixed with ads can be fixed with pricing. It is also the change nobody wants to make.
08
Do your reports show profit, or platform ROAS?
Platform ROAS is what Meta claims credit for. Profit is what reaches your bank account. They are different numbers and only one of them matters.
09
Would you know within 48 hours if performance dropped?
Not at the monthly call. Within two days. If the answer is no, you are finding out about problems after you have paid for them.