Account audits

Which Meta edits reset learning and raised my cost per lead

Read-only timeline that matches every learning-sensitive edit in the Meta activity history to the ad set's cost per lead before and after, and turns the costliest patterns into change rules for your team.

When to use it

When your Meta cost per lead jumps every few weeks and you suspect your own team's edits are restarting learning.

What you get

A dated table of each edit with user, before vs after cost per lead and a verdict, plus the 3 costliest edit patterns and a set of change rules for your team.

Does it change anything in my account?

No. The assistant only reads your data and reports back.

Works with

Meta Ads

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[ad account][minimum leads]

My cost per lead on Meta jumps every few weeks, and I suspect our own edits are the cause. Build an edit-impact timeline for [ad account] over the last 30 days. This task is read-only. 1. Pull the activity history and keep only edits that can reset learning: - budget changes above 20% - bid or bid strategy changes - targeting or placement changes - optimization event changes - ads added, paused or replaced - ad sets that were paused and then resumed For each kept edit, record who made it and when. Use the old and new values where the history provides them. If a budget change has no old and new value, keep it, mark the size as unknown and do not guess the percentage. 2. List the ad sets and their ads so each edit maps to the right ad set, then pull daily spend, leads and cost per lead for each affected ad set. 3. For each edit, compare two windows: - cost per lead in the 3 days before the edit - cost per lead in days 1 to 7 after the edit Count it as harmful if cost per lead rose more than 25% and did not recover within 7 days. If either window has fewer than [minimum leads] leads, or another edit hit the same ad set inside the window, mark the verdict as inconclusive instead of harmful. Deliver: - A chronological table: date, user, ad set, edit (with old and new values where known), before vs after cost per lead, verdict. - The 3 most expensive edit patterns. - A short set of change rules for my team, for example: batch edits on one day, change budgets in steps of 20% or less at most every 3 to 4 days, and avoid editing an ad set that has not yet exited learning (check its status in Ads Manager before editing, since the history does not show it).

My cost per lead on Meta jumps every few weeks, and I suspect our own edits are the cause. Build an edit-impact timeline for [ad account] over the last 30 days. This task is read-only.

1. Pull the activity history and keep only edits that can reset learning:
- budget changes above 20%
- bid or bid strategy changes
- targeting or placement changes
- optimization event changes
- ads added, paused or replaced
- ad sets that were paused and then resumed
For each kept edit, record who made it and when. Use the old and new values where the history provides them. If a budget change has no old and new value, keep it, mark the size as unknown and do not guess the percentage.

2. List the ad sets and their ads so each edit maps to the right ad set, then pull daily spend, leads and cost per lead for each affected ad set.

3. For each edit, compare two windows:
- cost per lead in the 3 days before the edit
- cost per lead in days 1 to 7 after the edit
Count it as harmful if cost per lead rose more than 25% and did not recover within 7 days. If either window has fewer than [minimum leads] leads, or another edit hit the same ad set inside the window, mark the verdict as inconclusive instead of harmful.

Deliver:
- A chronological table: date, user, ad set, edit (with old and new values where known), before vs after cost per lead, verdict.
- The 3 most expensive edit patterns.
- A short set of change rules for my team, for example: batch edits on one day, change budgets in steps of 20% or less at most every 3 to 4 days, and avoid editing an ad set that has not yet exited learning (check its status in Ads Manager before editing, since the history does not show it).

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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.