The review your ad account has never had.

An audience is a decision about who gets the budget. We read the account by audience and by language before we read it by ad, because that is where the spend is committed.

1. 1 Every audience the account runs, and the overlap between them
2. 2 Spend by language against the district or the client base
3. 3 Exclusions: people already reached, already converted, already on the list
4. 4 Whether the platform has learned the audience or is still guessing

Creative fatigue shows up in the rows weeks before anyone notices it in the feed. We rank every ad by the job it was given, then look at what the winners have in common.

1. 1 Every ad ranked by link clicks and by cost per link click, within its objective
2. 2 Frequency: how many times the same accounts saw the same ad
3. 3 Formats side by side: video, carousel, single image
4. 4 A refresh schedule, so the losers get replaced and the winners get a sequel

A budget has a shape. Committed early, it buys a learning period and a lower rate. Found late, it competes with every other campaign for the same week.

1. 1 Spend by week against the calendar that matters: the election, the quarter, the deadline
2. 2 How much of the budget was still running on the last day
3. 3 Ads that ended early, and whether they were replaced
4. 4 The learning period on every new ad set

An objective is only as good as the pixel that counts it. Before we trust a number in the account, we check the pixel, the events and the domain that report it, before a dollar runs.

1. 1 The pixel fires once on every page, on the domain the ads send people to
2. 2 Each event means what the account thinks it means
3. 3 Objectives match the job: reach for the district, landing page views or conversations for the click
4. 4 A second count: the platform’s number against the site’s own

The cheapest improvement in most accounts is the page after the ad. We check every page an ad points to, on a phone, with the ad beside it.

1. 1 One page per ad, with the ad’s promise in the page’s first line
2. 2 The form or the booking link above the fold
3. 3 The disclaimer or the required notice where the rules put it
4. 4 Speed on a phone connection

A report you cannot read is not a report. We set up the views your team needs, in plain language, and walk through them on a weekly call with the person running the account.

1. 1 One page per account: the totals, the split by language, and every ad
2. 2 Cost per result beside the result, never one without the other
3. 3 The same date range every week, so the numbers compare
4. 4 A written list of what changes next, and why