Meta Ads audit

How is the spend structured against the goal? Includes: campaign objectives in use (Sales / Leads / Engagement / Traffic), bidding strategy (Lowest cost / Cost cap / Bid cap), budget distribution (CBO vs ABO), ad set structure, frequency caps, and naming conventions. Identifies whether the account is built for scale or for fragmentation.

Why are some ads working and others aren't? Includes: hook rate analysis (3-sec views), hold rate (75% completion), iteration patterns, creative refresh cadence, video vs static performance contribution. Most actionable layer of any Meta audit — usually 80% of opportunity sits here.

Is Meta actually seeing your conversions? Includes: CAPI setup audit, event deduplication, in-platform vs server-side reporting gaps, attribution window fit, iOS 14.5+ signal recovery. Common finding: 20-40% of conversions are invisible to Meta's optimiser.

Are your ad sets bidding against each other? Includes: custom-audience hierarchy, lookalike strategy, broad-targeting usage, exclusion logic, retargeting funnel layering, and overlap diagnostics. Reveals where ad sets cannibalise spend.

What is the category actually running? Includes: direct-competitor ad rotation, creative themes that are working, hook-style analysis, offer testing patterns, ad longevity signals. Benchmarks your creative against what's converting next to you.

Where does the buyer drop off after the click? Includes: landing page experience, message-match with ad creative, mobile-first checkout/form flow, above-fold conversion clarity, trust signals, post-click latency. The other half of paid performance most agencies skip.