Account review
Find the wasted spend before you add more budget.
Structure, budgets, audiences, creative, tracking and overlap are reviewed as evidence. You leave with a prioritised list, not an 80-page dump.
Why start here
More budget on a messy account only buys a more expensive mess.
A Meta Ads Audit is a diagnosis. We read the last 90 days of structure, learning-phase waste, audience overlap, creative age and event quality, then we rank the first moves by commercial effect. The audit does not promise a return ratio. It tells you whether the next engagement should be a rebuild, a measurement pass, a creative system or a quieter pause.
Typical constraints
The account is busy. The explanation is missing.
- Nobody can say why cost moved last month.
- Budgets are split across too many campaigns to leave learning.
- Audiences overlap and exclusions were never written down.
- Creative has not been dated, and fatigue is treated as a bidding problem.
- Events are missing, duplicated or named after a developer's test string.
- Previous agencies left a folder of screenshots and no decision log.
How the audit runs
Evidence first. Recommendations second. No theatre.
Access and a short brief on the offer are enough to start. We do not need a month of workshops to say whether the account can be trusted.
01
Scope the offer and the last 90 days
What the business sells, what a useful conversion is, and which campaigns actually spent.
02
Inspect structure and budgets
Campaign objectives, ad-set overlap and learning-phase churn are mapped before creative opinions start.
03
Review audiences and exclusions
Prospecting, retargeting and customer lists are checked for collisions and missing suppressions.
04
Age the creative library
Live ads are dated. Near-duplicates are grouped. Fatigue is separated from offer problems.
05
Test the event path
Events Manager, GTM and a sample conversion are read for missing, duplicated or misnamed signals.
06
Rank the next actions
Each recommendation is given an owner, a reason and a sequence. Nice-to-haves stay at the bottom.
What you receive
A ranked diagnosis the next programme can follow.
You get evidence and an order of work. You do not get a generic checklist copied from last quarter's template.
01
Structure and budget review
Campaign jobs, learning-phase waste, overlapping ad sets and budget splits that cannot be explained.
02
Audience and exclusion findings
Who is being reached twice, who should have been suppressed, and which pools are too thin to teach anything.
03
Creative age and variation read
How long winners have been live, how little the library actually varies, and where production is the constraint.
04
Tracking and signal check
Pixel, CAPI, event names and obvious duplication or gaps, without pretending a full rebuild is included.
05
Prioritised recommendation set
Stop, fix, test or scale, ordered by likely commercial effect and implementation cost.
When this is useful
An audit is the right first move when you should not scale yet.
- A new team inherited a Meta account and needs an independent read.
- Spend is rising and pipeline quality is falling.
- You are choosing between keeping an agency, hiring in-house or pausing.
- Leadership wants a decision before another quarter of the same structure.
- Measurement looks wrong and nobody wants to scale into a broken event path.
What good looks like
A useful audit makes the next spend decision easier to defend.
Waste you can point at
Overlap, thin budgets, stale creative and broken events are named with evidence, not with slogans.
An order of work
The first 30 days are sequenced. Not everything is 'urgent'.
A clear no
If the offer, the site or the events cannot support more spend, the audit says so.
Related work
Audit samples will be published only in anonymised form.
Account reviews contain client data we will not invent or expose. When a sanitised example can be shown, it will sit with the Work index.
Published case studies will appear here when they are cleared.
Related services
Work that usually sits beside this.
Questions
Buying questions, answered directly.
Ads Manager with enough permission to read campaigns, audiences, creative and Events Manager. GTM or CMS access helps when tracking is part of the question. We do not need admin on day one if a partner role can see the evidence.
Next move
If last month's cost cannot be explained, request the review.
Share Ads Manager access and what a useful conversion means for the business. We will return a ranked diagnosis before anyone talks about scaling.