What does the Ad Account Audit check?

The audit analyzes 6 categories: account structure, audience overlap, budget allocation, placement efficiency, bidding strategy, and creative distribution. Each issue comes with a severity classification (critical / high / medium / low). Most carry a wasted-spend figure: some derived from your own ROAS and CPA, some from fixed shares of spend that are our assumptions and are labelled as estimates.

What is audience overlap and why does it matter?

Audience overlap occurs when multiple ad sets target the same people, causing you to bid against yourself and inflate CPMs. The audit detects overlapping audiences from your real targeting data and recommends consolidation strategies.

What platforms are supported?

Currently Meta (Facebook/Instagram) and Google Ads. Each platform has audit criteria tailored to its features and common issues. TikTok Ads support is on the roadmap.

How accurate are the wasted-spend figures?

There are two kinds, and the result labels each. Some are derived from your account: an ad set's spend against the account's average ROAS, or a placement's spend against the account's average CPA. Four are fixed shares of spend we assume, for too many campaigns, single-creative ad sets, high frequency and click optimisation, and those are estimates with no study behind them. Neither is a promise of savings.

What should I do after the audit?

The audit provides a prioritized action plan sorted by severity and impact. Start with the highest-impact, lowest-effort fixes first. Common quick wins include: pausing Audience Network placements with poor CPA, consolidating overlapping audiences, and reallocating budget from underperforming campaigns.

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See how

Audit your ad account for structural waste.

Audit your Meta or Google ad account for structural waste, with a waste figure in the account's currency where one can be made.

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Connect a Meta or Google ad account to run the audit. The audit only reads and never modifies your campaigns. Google's Ads API has no read-only scope, so its consent screen will show write permissions the audit does not use. If you later connect a paid plan, that same Google connection is what the agents write through. Disconnect anytime from your ad-platform settings.

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Wasted spend is one symptom. The full growth audit runs seven checks against your live store and reads the surfaces that spend lands on: your tracking, your catalogue, your landing page and whether ChatGPT and Claude name you when asked what you sell.

Run the free growth audit