Paid Social Account Audit and Scaling Plan

What we answer first: Most accounts we are asked to read are built adequately and measured badly. So the opening question is how much of what the platform claims it would have delivered anyway — and the only honest answer comes from a holdout: matched cities or emirates, four weeks dark on one side, measured on total orders or total qualified leads rather than platform-reported ones. Most audits skip this because the answer is often uncomfortable. It is the part of the document worth paying for. What gets read: Thirteen months of account history, so last Ramadan and last fourth quarter are inside the frame rather than a quarter that flatters whoever is currently running it. Structure: how often ad sets exit the learning phase, where your own ad sets bid against each other, and whether consolidation would genuinely help or is simply the current fashion. Creative: the share of spend sitting on a single asset, the age of that asset, and frequency by audience. Measurement: pixel and server event parity, match quality, deduplication rate, and the distance between what Ads Manager reports and what the CRM or the bank says. What you receive: A written document with the argument set out, a call where we defend it against your team, and a spend ladder. The ladder is the part clients use: at each budget level, what has to be true before the next step, written as thresholds someone can check on a Monday morning — cost per acquisition held at this level for a fortnight, frequency under this figure, at least this many distinct assets carrying spend. Then a test design: what to hold out, for how long, on which metric, and which result would change the decision rather than confirm it. The spend floor: Under roughly forty thousand dollars a month across social, do not buy this. At that level the findings are predictable, your own team can reach them in an afternoon, and the fee is a poor use of a small budget. We will say so and decline the work rather than write you an expensive version of what you already suspect. This audit does not end in a proposal: We are not writing a document that concludes you should hire us to run the account. Sometimes the finding is that your incumbent team buys competently and the problem is the offer, the price, the delivery time, or a landing page nobody has touched in two years. That is what the document says when it is true, and it has cost us work more than once. Read-only, and no implementation: We take view access. We change no campaigns, structures or budgets, and we do not need editor rights to answer the question. Implementation, creative and measurement rebuilds are separate engagements, and you are free to give them to anybody, including the team already there. Who we turn down: Teams looking for evidence to end an agency relationship they have already decided about. We will not write to a conclusion. If you want an independent read and can live with it saying the account is fine, this is the right engagement. If the outcome is already fixed, save the fee and make the change. Deliberately absent: No media mix model, no reallocation across search, retail media and social, and no creative critique beyond what the spend data supports. One practice, reading one set of accounts, answering one question properly.