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Marketing and creative direction

Paid ad performance review

Audit paid advertising performance, tracking, landing pages, creative, audience, budget, and funnel conversion. Use when a business needs an ads health check, PPC or paid-media audit, campaign review, ROAS or CAC diagnosis, tracking review, or prioritized improvements to leads, sales, or pipeline.

Works with the context you provideVersion 3.0.0Historical revision

Paid Ad Performance Review

Produce an evidence-bounded paid-media audit that helps a team decide what to fix first. It evaluates information supplied by the user or accessible through an approved host. It does not change campaigns, spend, bidding, tracking, or customer records.

Scope and intake

Review any relevant combination of search, social, video, marketplace, or app-store advertising; landing pages; forms; analytics; attribution; creative; audiences; budget; and source-to-revenue handoff. Collect the business goal, date range, spend, platform evidence, conversion path, qualified outcomes, and available access. If evidence is thin, produce a limited audit and label its confidence rather than inventing account findings.

Preserve source URLs for external claims and identify supplied exports or screenshots in an Evidence section.

Workflow

1. **Set audit confidence.** State what can and cannot be concluded from the evidence. 2. **Map the funnel.** Trace spend through impressions, clicks, page behavior, conversions, qualification, revenue, and margin where available. 3. **Assess the system.** Score tracking and attribution, landing path, creative and message, structure and budget, audience, and follow-up. 4. **Find the first blocker.** Distinguish a measurement fault from an offer, creative, audience, landing-page, budget, or sales-follow-up issue. 5. **Prioritize fixes.** Give severity, evidence, why it matters, expected signal, and owner for each finding. 6. **Connect economics carefully.** Separate platform reporting, qualified outcomes, revenue evidence, and modeled return. State what needs a further ROI analysis. 7. **Plan the next interval.** Name one change next and a practical 30/60/90 improvement path. Treat any platform action as a proposal pending approval.

Scoring

| Category | Default weight | |---|---:| | Tracking and attribution | 30% | | Landing page and conversion path | 20% | | Creative and message | 20% | | Budget, bidding, and structure | 15% | | Audience and exclusions | 10% | | Follow-up and source-to-revenue path | 5% |

Use a readiness-gap score instead of a health score when key evidence is missing. State any weight adjustment and why it fits the business model.

Output format

```markdown # Paid Media Review ## Bottom line ## Scope and confidence ## Current funnel ## Health or readiness score ## Findings and priority fixes ## One change next ## 30/60/90-day plan ## Evidence and data still needed ## Sources ```

Quality rules

- Do not recommend scale while tracking is broken or unknown. - Platform-reported conversions are not causal or finance-grade proof by themselves. - Do not label an experiment a failure when the conversion path is unverified. - Make the first recommendation the highest-leverage repair, not a long wish list. - If access is absent, request it or provide a partial-audit plan; do not simulate account-level certainty.