Facebook ads audit
Facebook ads audit: find the leaks before you spend more.
A senior strategist reviews your Meta ad account, tracking, structure, targeting, creative and budget, and shows you exactly where money is being wasted. Free with your consultation.
Your agency's monthly report
- Impressions+212%
- Clicks+87%
- Keywords ranked+340
What actually happened
New customers
+0%
Illustrative example
Facebook ads audit template
Our 30-point Facebook ads checklist
The same Facebook ads optimization checklist we use on every Meta ad account audit. Use it yourself, or let us run it for you.
Tracking & data
- Meta Pixel fires on every page and key action
- Conversions API live, with event deduplication
- Event Match Quality is 'Good' or better
- Only real business outcomes counted as conversions
- Attribution settings match how you report (post-Jan 2026 windows)
- Offline / CRM conversions sent back to Meta
Account structure
- You (not the agency) own the Business portfolio, ad account and pixel
- Campaigns consolidated, no dozens of tiny ad sets
- Each ad set can reach ~50 optimization events per week
- Objective matches the business goal (Leads / Sales)
- No overlapping audiences competing in the auction
- Naming convention makes reporting easy
Targeting & placements
- Advantage+ audience tested against legacy targeting
- No deprecated interests left in ad sets
- Purchasers / existing customers excluded where relevant
- Placement breakdown checked (Audience Network quality)
- Special ad category declared where required
- Geography matches where you can actually serve customers
Creative
- 3–5 distinct concepts per ad set
- Hook in the first 2–3 seconds; captions on video
- Vertical 9:16 versions for Stories & Reels
- Frequency and CTR checked for creative fatigue
- Ad promise matches landing page
- Ads comply with Meta Advertising Standards
Budget & results
- Budget sized from target cost per result (not the minimum)
- Learning phase not reset by frequent edits
- Cost per lead / customer tracked, not just CPC
- New-customer acquisition cost separated from returning buyers
- Blended revenue ÷ spend compared to platform ROAS
- Automated rules guard against runaway spend
What we find most often
6 Facebook ads mistakes that waste budget
Counting the wrong conversion
Page views or button clicks marked as 'leads' teach Meta to find clickers, not customers.
Too many ad sets, too little budget
Spend gets spread so thin that nothing exits the learning phase.
Editing every day
Constant budget and targeting changes reset learning and raise costs.
One creative idea in five colours
Variations of a single concept don't give the algorithm new audiences to find.
Judging by CPC or platform ROAS alone
Cheap clicks and attributed ROAS can look great while real profit falls.
Agency owns your assets
If they control your Business Manager or pixel, you lose your data when you leave.
How it works
From first call to more customers in four steps
Strategy consultation
A 30-minute call to understand your goals, review your accounts and spot where you're losing money and leads.
Fix the foundations
Tracking, wasted spend, technical issues and landing pages. Quick wins first.
Launch & test
New campaigns, content and creative, tested every week against what each customer costs you.
Scale what works
Move budget to proven winners and report the results in plain English, every month.
Questions
Straight answers
What is a Facebook ads audit?
A structured review of your Meta ad account, tracking, structure, targeting, creative and budget, that finds wasted spend and the fastest ways to lower your cost per lead or sale.
Is your Facebook ads audit free?
Yes. Book a free consultation and, with read-only access, we review your ad account before the call and walk you through what we find. There's no obligation to hire us.
What access do you need for a Facebook ad account audit?
Partner access with view (analyst) permissions to your ad account and Events Manager. You stay the owner and can remove access at any time.
Can I use your Facebook ads audit checklist myself?
Absolutely, the 30-point checklist on this page is the same template we use. If you'd like a second pair of eyes, book a consultation.
Do you audit the Facebook Page too?
We review the Page and Instagram profile as part of the ad experience, reviews, response time and content people see after clicking, but our focus is paid performance rather than a standalone Facebook page audit tool.
Book a consultation
Let's talk about growing your business.
Book a free 30-minute strategy call with a senior strategist. On the call, we'll cover:
- Your goals, budget and what's working today
- Where your marketing budget is being wasted
- The fastest ways to get more leads from what you already spend
- What a realistic 90-day plan looks like, with no pressure to sign