Performance & audits
We look at spend, purchases or leads, cost per result, and return, then against the economics of the business. A higher ROAS is not automatically better. A cheaper lead is not automatically a win. The read changes if you sell products, run a store, or generate leads for a personal or service brand.
The read changes with the business
Meta and Google will always show you a conversion count. The useful question is whether that conversion is a profitable customer, a store visit you can serve, or a lead your calendar can actually close.
We start with spend, purchases, cost per purchase, and ROAS, then subtract product cost, shipping, payment fees, and returns. A catalog with 70% margin and a catalog with 25% margin cannot share a 'good ROAS' target. Inventory and fulfillment capacity cap how far we scale even when the ads look efficient.
Online ads can drive in-store visits that never fire as a purchase in Ads Manager. We still read the ad account honestly, then hold it against store traffic, sell-through, and whether the location can handle the volume. Attribution will be incomplete. That is not an excuse to ignore the numbers that do exist.
The conversion is often a lead, a booked call, or an application, not a checkout. Cheap leads that never show up are wasted spend. We look at cost per qualified lead, booking rate, close rate, and what a new client is worth, including retainers and repeat work.
Capacity matters as much as cost. A plumber, clinic, or coaching practice that cannot take the next ten jobs should not scale lead volume. We read ads against calendar availability, close rate, and contribution after delivery, not against a generic cost-per-lead benchmark.
Illustrative only
These figures are made up to show how the same $2,000 of spend can look very different. They are not client results, forecasts, or targets.
Example A, product sales
Same spend, fewer purchases, higher cost per purchase. Whether 2.0x holds depends on contribution after product cost, shipping, and returns, not on the ROAS number alone.
Example B, product sales
Same spend, more purchases, lower cost per purchase. This looks stronger on paper. It still has to be judged against margin, inventory, and whether those buyers are the right customers.
Illustrative only
Personal brands and service businesses often do not have a checkout. The ad account will still try to rank the cheaper lead as the win. These figures are made up. They are not client results.
Example C, lead generation
Eighty leads at $25 each can still be a loss if most are tire-kickers. The useful number is cost per booked call or cost per closed client, not cost per form fill.
Example D, lead generation
Fewer leads, higher cost per lead, better booking rate. For a personal brand or service business this can be the healthier account, even though the ad platform will call Example C the winner.
These examples are hypothetical and for illustration only. They are not results from any Adrin client, and they are not a promise of what your account will do. Client account data is confidential and is never published here.
There is no universal "good ROAS" and no universal "good CPL." The useful question is whether the next dollar of spend still produces contribution after the real costs of the product, the sale, or the delivery of the work.
The amount paid to Meta or Google in the window you are reading. It is not Adrin's fee.
Counted conversions in the ad account. The count is only as good as tracking. A purchase that never fires, or fires twice, will distort every other number.
Spend divided by purchases. Useful as a first read on efficiency. It does not tell you if the purchase was profitable.
Revenue attributed to those conversions inside the ad platform. It is not net profit. Discounts, returns, and cost of goods sit outside this number.
Purchase value divided by spend. A ratio, not a verdict. There is no universal 'good ROAS.' A 2x result can be healthy in one catalog and a loss in another.
Form fills, calls, messages, or other contact events the ad account counts. A lead is not a customer. Quality varies wildly by offer and creative.
Spend divided by leads. A low CPL is only useful if those leads book and close. Optimizing for cheaper leads often makes quality worse.
How many leads actually schedule. For personal brands and service businesses this is often the first leak after the ad account.
How many booked conversations become paying work, and what that work is worth. These numbers live in your CRM or calendar, not in Ads Manager.
What is left after product cost, shipping, payment fees, returns, or the cost of delivering the service. This is the number we use to decide whether the next dollar of spend is worth it.
What an audit actually inspects
The $97 Paid Ads Audit is a review of your current marketing and ad accounts. It is useful whether or not you hire us afterward. It is not a campaign build and it is not a promised result.
Pixel, CAPI, duplicate events, missing purchases, and whether the conversion you optimize for is the one that actually makes money. Lead ads that fire on 'submit' instead of a qualified booking will train the algorithm on the wrong people.
Too many campaigns, overlapping audiences, and budget split across tests that never get enough data. We look at where money actually goes, not the names of the ad sets.
What is running, how long it has been running, and whether frequency is quietly raising costs. New spend on tired creative is not a strategy.
Landing pages, product pages, booking pages, and the offer itself. Ads cannot rescue a page that does not convert, or a service offer that cannot close.
We map the ad numbers onto your real costs and capacity. CTR, CPM, and cheap traffic are supporting details. They are not the decision.
Already running ads
A diagnostic of an existing Meta or Google account. Useful only if there is something live to inspect. You receive a written read, a call, and an action plan. It does not include management or ad spend.
What we review
What you receive
Free checklist
A first pass on tracking health, creative fatigue, and audience overlap before you book the $97 audit.
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