1. Meta Ads Manager Architecture

Campaign structure, creative diversity, and audience hygiene

0 / 5

Structured Campaign Separation (Prospecting vs Retargeting) Cold audience testing (ABO) is strictly separated from scaling campaigns (Advantage+ Budget Optimization) to prevent budget cannibalization.

Multi-Format Creative Asset Diversity Every ad set includes at least 3 distinct formats (Static graphic, UGC/Hook-first short video, and multi-card Carousel) testing different messaging angles.

Purchaser & Lead Exclusions Configured Past 30–60 day purchasers or converted leads are excluded from top-of-funnel campaigns to prevent paying for duplicate acquisitions.

Ad Frequency & Creative Fatigue Monitoring Prospecting frequency is kept under 2.2 over a 7-day window; fatigued ads are paused before CPA spikes.

Bid Caps & Target ROAS Guardrails Automated rules or cost caps are configured to throttle spend if day-parting CPA exceeds acceptable margins.

2. Google Ads & Search Intent Hygiene

Search terms, negative keywords, PMax, and Quality Score

0 / 5

Search Term Auditing & Negative Keyword Lists Search terms report is reviewed weekly; shared negative keyword lists filter out informational queries, free seekers, and irrelevant traffic.

Brand vs. Non-Brand Search Isolation Branded search terms are separated from non-branded discovery to protect blended ROAS and avoid paying inflated CPCs for existing customers.

Performance Max (PMax) Asset Group Completeness PMax campaigns have full asset groups (15+ headlines, 5 descriptions, landscape/square images, and custom video assets) instead of auto-generated text.

Strict Physical Location Targeting ("Presence") Targeting is set to "Presence: People in or regularly in your included locations" rather than the default "Presence or Interest", eliminating international spam clicks.

RSA Ad Strength Rated 'Good' or 'Excellent' All active responsive search ads achieve 'Good' or 'Excellent' ratings with pinned relevant headlines and complete sitelink/callout extensions.

3. Tagging, GTM Container & Attribution

Meta CAPI, Google Tag Manager, GA4, and Consent Mode v2

0 / 4

Server-Side Meta Conversions API (CAPI) Active Server-side event deduplication with browser pixel is implemented; Event Match Quality score is ≥ 7.5 across Lead and Purchase events.

Google Tag Manager Container Audit & DataLayer Tags trigger via standardized DataLayer pushes; old orphaned tags, duplicate GA4 config scripts, and slow third-party snippets are removed.

GA4 Key Events & Conversion Funnel Tracking Critical business conversions (form submit, call click, purchase) are designated as Key Events with monetary values in GA4.

Google Consent Mode v2 & Cookie Compliance ad_storage, ad_user_data, and analytics_storage parameters comply with 2024–2026 Google Ads requirements to avoid algorithmic bidding penalties.

4. Social Content & Distribution Velocity

Cadence, formats, response workflows, and post engagement

0 / 3

Consistent Multi-Platform Publishing Cadence Active editorial calendar with minimum 3-5 weekly posts scheduled via scheduling engines (e.g. Postiz, Mixpost, Meta Suite).

Tri-Pillar Content Mix (Education, Proof, Offer) Content alternates between 60% high-value educational insights, 25% client case proof/testimonials, and 15% high-intent direct offers.

Sub-1-Hour Inbound Engagement & DM Funnel Direct messages, comments, and story mentions receive personalized human or automated qualifying responses within 60 minutes.

5. Website UX & Lighthouse Accessibility

Conversion speed, mobile tap targets, and accessibility standards

0 / 3

Sub-2.5s Mobile Largest Contentful Paint (LCP) Ad landing pages load hero visual elements under 2.5s on 4G mobile networks, preventing bounce before page render.

WCAG AA Contrast & 48px Mobile Touch Targets Call-to-action buttons have 4.5:1 text contrast and minimum 48×48px clickable padding for effortless mobile conversion.

Frictionless Lead Capture (< 4 Essential Fields) Landing page forms are streamlined without unnecessary dropdowns, featuring auto-complete and instant validation feedback.

Techno Flavour

Ready to Scale?

Paid Media, Tracking & ROAS Audit Checklist

1. Meta Ads Manager Architecture

2. Google Ads & Search Intent Hygiene

3. Tagging, GTM Container & Attribution

4. Social Content & Distribution Velocity

5. Website UX & Lighthouse Accessibility

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