Account audits

Find Meta placements and devices that waste lead budget

Breaks down each active lead ad set by platform, placement and device, flags segments with high CPL or zero leads, adds an ad set level lead quality check from instant form data, and previews any placement change before applying it.

When to use it

When your Meta lead cost is higher than it should be and you want to know which placements or devices are wasting budget or bringing fake leads.

What you get

A sorted table of wasteful placement and device segments, lead quality counts per ad set (invalid phones, duplicates) and per-ad-set placement recommendations with previews that wait for your approval.

Does it change anything in my account?

Only with your approval. The assistant first shows a preview of every change and waits for your go-ahead.

Works with

Meta Ads

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[ad account][target CPL]

I want to know where my Meta lead budget actually goes. Work in ad account [ad account] and cover every active ad set in a lead campaign. 1. Pull the last 30 days at ad set level with meta_insights_query. Run these breakdowns as separate pulls if Meta rejects the combination: - publisher_platform + platform_position (Feed, Stories, Reels, Audience Network, Messenger and so on) - device_platform Request spend, impressions, inline_link_clicks, actions and cost_per_action_type. Use one lead action type consistently (instant form leads or the pixel Lead event, whichever these ad sets optimize for) and tell me which one you used. 2. For each segment, show: - spend and its share of the ad set's spend - impressions and link CTR - leads and cost per lead 3. Flag a segment as waste if either is true: - it takes more than 15% of the ad set's spend and its cost per lead is above 1.5x the ad set average - it spent more than 2x [target CPL] with zero leads 4. Lead quality cannot be broken down by placement, so check it at ad set level. Find the Pages with list_meta_pages, list their instant forms with list_meta_lead_forms, and download the last 30 days of leads with download_meta_leads. Using the ad set each lead came from, count per ad set the leads with an invalid looking phone number (wrong length, missing digits, obvious fakes like 5555555555) and duplicates (same phone or email submitted more than once). Report counts and percentages only, not personal details. Deliver: - A table of flagged segments, sorted by wasted spend. - A recommendation for each ad set: exclude specific placements, or keep Advantage+ placements. Use the ad set quality numbers to say whether a cheap ad set is really cheap or just collecting bad leads. For each recommendation, warn me that narrowing placements can raise CPM and resets the learning phase. If I want a change, prepare it with update_meta_adset (publisher_platforms and the matching *_positions fields) using confirm=false, show me the preview for each ad set, and apply nothing until I approve.

I want to know where my Meta lead budget actually goes. Work in ad account [ad account] and cover every active ad set in a lead campaign.

1. Pull the last 30 days at ad set level with meta_insights_query. Run these breakdowns as separate pulls if Meta rejects the combination:
- publisher_platform + platform_position (Feed, Stories, Reels, Audience Network, Messenger and so on)
- device_platform
Request spend, impressions, inline_link_clicks, actions and cost_per_action_type. Use one lead action type consistently (instant form leads or the pixel Lead event, whichever these ad sets optimize for) and tell me which one you used.

2. For each segment, show:
- spend and its share of the ad set's spend
- impressions and link CTR
- leads and cost per lead

3. Flag a segment as waste if either is true:
- it takes more than 15% of the ad set's spend and its cost per lead is above 1.5x the ad set average
- it spent more than 2x [target CPL] with zero leads

4. Lead quality cannot be broken down by placement, so check it at ad set level. Find the Pages with list_meta_pages, list their instant forms with list_meta_lead_forms, and download the last 30 days of leads with download_meta_leads. Using the ad set each lead came from, count per ad set the leads with an invalid looking phone number (wrong length, missing digits, obvious fakes like 5555555555) and duplicates (same phone or email submitted more than once). Report counts and percentages only, not personal details.

Deliver:
- A table of flagged segments, sorted by wasted spend.
- A recommendation for each ad set: exclude specific placements, or keep Advantage+ placements. Use the ad set quality numbers to say whether a cheap ad set is really cheap or just collecting bad leads.

For each recommendation, warn me that narrowing placements can raise CPM and resets the learning phase. If I want a change, prepare it with update_meta_adset (publisher_platforms and the matching *_positions fields) using confirm=false, show me the preview for each ad set, and apply nothing until I approve.

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Account auditsChanges after your approval

Find wasted search terms and build a safe negative keyword list

A themed table of money-wasting search terms with ready-to-apply negatives and projected savings, applied only after you approve.

When to use itWhen you feel your Google Ads budget is going to searches that never convert, such as jobs, free, DIY or the wrong location, and you want them blocked safely.

Find the search terms wasting money in my Google Ads account [account name] over the last 60 days.

Use the search terms report and the smart negative keyword suggestions. First read all my existing negatives (campaign level, ad group level and shared lists) so you do not suggest duplicates.

Flag a term as waste if:
- it spent more than [amount] with zero conversions, or
- it clearly has the wrong intent (jobs, free, DIY, second hand, places I do not serve, competitor names), regardless of spend.

Deliver a table with these columns: search term, campaign, cost, clicks, conversions, suggested negative, match type (exact or phrase), level (campaign, ad group or shared list), and a one-line reason. Group rows into themes and show the total spend these terms took in 60 days.

Rules: never block a term that converted at least once. Warn me if a negative would also block one of my converting keywords.

Then show a preview of exactly what you would add and wait for my approval before applying anything.

Account auditsChanges after your approval

Check conversion tracking before trusting any CPA or bidding decision

A pass/fail check of your conversion setup across Google Ads, GA4 and Tag Manager, with the fixes that stop Smart Bidding from optimising toward the wrong action.

When to use itWhen your CPA or conversion numbers look off, or before you change bids or budgets, and you are not sure your conversion tracking is counting the right things.

Before I make any optimisation decisions, check whether conversion tracking in my Google Ads account [account name] can be trusted. Use the last 30 days.

Check and report pass/fail for each:
- primary conversion actions that recorded zero conversions, or are paused or removed
- the same lead counted twice (for example a Google Ads tag and an imported GA4 key event both set as primary for the same form)
- weak actions set as primary, such as page views, scrolls or button clicks
- lead actions counting "every" instead of "one"
- lookback windows and default values that make no sense for my business
- Google Ads conversions vs GA4 key events for the same action: flag any gap above 20%
- in Tag Manager, whether a conversion tag exists for each primary action and fires on the right trigger

Deliverable: a checklist table (check, status, evidence, fix), then a short verdict: can I trust my CPA today, yes or no.

If a primary/secondary setting should change, show me a preview of the exact change and wait for my approval. Do not change anything silently.

Account auditsChanges after your approval

Spot suspicious clicks and block fraudulent IPs after review

A scored list of suspicious IP addresses tied to campaign anomalies, with a blocking plan you approve before anything is excluded.

When to use itWhen clicks jump but conversions do not, or you suspect bots, competitors or fake clicks are draining your Google Ads budget.

Account auditsChanges after your approval

Clean up weak ads, disapprovals and missing extensions

A per-ad-group checklist of ad strength, underperforming headlines, policy issues and extension gaps, plus draft replacement copy.

When to use itWhen your Google Ads ads have low ad strength, disapprovals, poor CTR or missing sitelinks and callouts, and you want clear fixes with ready replacement copy.

Audit the ads and extensions in my Google Ads account [account name]. Use the last 60 days.

For each active Search ad group, check:
- ad strength of every responsive search ad, and Google's action items for improving it
- headlines and descriptions with at least 1,000 impressions whose CTR is below half the ad group average
- headlines pinned without a clear reason (pinning limits combinations)
- disapproved or limited ads and the exact policy reason
- extensions: fewer than 4 sitelinks, no callouts, no structured snippets, or no call extension; also sitelinks that got impressions but zero clicks

Deliverables:
1. A checklist table per ad group: issue, evidence, fix.
2. For each weak headline or description, 2 replacement drafts that include the ad group's main keyword and a concrete benefit or offer from my business: [main offer or USP]. Respect the 30 and 90 character limits.
3. For each disapproval, what to change to get it approved.

Edit existing ads in place rather than creating new ones, so performance history is kept. Show me a preview of every edit and wait for my approval.