If your ads are not working as well as they used to, or you have never reviewed the account properly, work through this checklist.
Account and tracking
- Business portfolio owned by you, with two admins.
- Pixel installed on every page.
- Key events (Lead, Purchase) firing correctly.
- Conversions API set up.
- Domain verified.
- UTM tags on ad links.
Structure
- Right objective for your goal.
- Not too many small ad sets splitting the budget.
- Ad sets out of learning, or with a plan to exit.
- Retargeting separate from cold audiences.
- Exclusions for existing customers where needed.
Creatives and copy
- 3–5 active creatives per ad set.
- Mix of video and image.
- Vertical versions for Stories and Reels.
- Frequency under control.
- Copy free of policy issues; check with our ad copy checker.
- Clear offer in every ad.
Landing pages and follow-up
- Fast mobile landing page.
- Message matches the ad.
- Short, working forms.
- Leads contacted within minutes.
- Lead outcomes tracked.
Profitability
- Cost per customer known.
- Break-even ROAS known; calculate with our calculator.
- Monthly review scheduled.
Want a professional review? Get a free audit.
Want the full picture? This article is part of Meta ads: the complete guide, our in-depth guide with everything in one place.
