This is an audit you can run through your account every month.. Use it any time a campaigns performance drops without an obvious cause.
1. Audit
- Do you have at least 6–10 really different creative ideas running? Not just different. Headlines of the same idea.
- Is each performing ad formatted correctly for where it will be shown? For example. 4:5 For feed and 9:16 for Stories or Reels.
- Have you updated your ads in the 2–3 weeks if they’re showing rising frequency or declining click-through rate?
- Are you testing hooks, formats and angles? Not just different pictures for the message.
- Does each ads promise on screen match what the landing page actually delivers?
2. Audience & Targeting
- Have you tried broad targeting against your interest-based groups recently?
- Are you avoiding audience overlap between ad sets that compete against each other?
- Is frequency below 2–3 exposures per week for each audience?
- Have you not changed ad sets much in the last 3–5 days?
3. Bidding & Budget
- Does your bid strategy match what you actually want? For example lowest cost to get volume cost cap to protect your margin or value-based to focus on your best customers?
- Have you not changed your bid strategy or budget much recently?
- Is your daily budget enough to exit the learning phase quickly? A good rule is to have 50 conversions per week.
- Are you changing your budget slowly with increases, rather than big jumps?
4. Tracking & Signal Quality
- Is your Conversions API set up along with your pixel?
- Are you checking for duplicate or missing conversion events?
- Is your attribution window set correctly for your sales cycle?
- Are conversion values being passed through correctly?
5. Landing Page Experience
- Does your page load in under 3 seconds on mobile?
- Does your page match the ad that drove the click visually and in message?
- Is the desired action like a purchase or sign-up reachable in few steps as possible?
- Have you checked your Quality Ranking and Conversion Rate Ranking for any below-average flags?
6. Policy & Compliance
- Are all claims in your ad copy and substantiated?
- Have you avoided restricted content categories for your industry?
- Have any ads been repeatedly. Flagged and have you fixed the root cause?
7. Measurement
- Are you tracking the funnel from impressions to clicks to landing page conversion to return on ad spend?
- Do you know your viable return on ad spend based on actual product margins?
- Are you reviewing performance weekly rather than reacting daily to early data?
Quick diagnostic: If a campaign is not doing well check these things in this order —
- Landing page, like load speed and message match.
- Creative. Fatigue, like frequency and click-through rate trend.
- Tracking accuracy, using Events Manager.
- Bid and budget stability, like changes.
- Audience. Over-narrow targeting.
Fixing these in this order helps avoid blaming targeting or “the algorithm” when the actual problem is a landing page or broken tracking.
