Facebook & Instagram Ads
A complete Facebook Ads audit of your Meta account to reveal optimization levers, cut wasted budget, and maximize your return on investment. You receive a clear diagnosis and a list of optimizations ranked by impact.
I’m Théo Maupilé, a freelance Meta Ads specialist (Facebook & Instagram) based in Barcelona, trained inside a global Top 5 advertising group. The audit is a one-time diagnostic: I analyze the structure, audiences, creatives, and tracking (Pixel + Conversions API) of your account, then hand you an action plan prioritized by impact. No change is made to your account, and there is no ongoing management commitment afterward. Each audit is quoted per project, after an initial conversation.
See My Account Clearly
Who I am
I'm your growth partner. You work with the person who manages your bids, and who sees your marketing channels as one whole, connected to your landing page, your positioning, your offer and the innovation in your market. Together, we build an acquisition system made to last.
Five years of Paid Media, including one year at Mediabrands, a media group in the global top 5, and more than 100 companies supported. Now freelance, working directly with my clients.
Client reviews
Reviews published on Malt and LinkedIn, with the company logo: you can trace every one back to its source.
He's incredibly skilled, proactive, and always goes the extra mile to deliver top-quality work. His deep knowledge of Google Ads and his strategic mindset make him a key asset in any project. Théo is not only highly professional and detail-oriented, but also genuinely attentive and pleasant to work with.
Theo and I worked very closely to deliver ads management services for our clients. Theo is very collaborative and produces very high quality work. Theo is a great partner and is easy to work with. I highly recommend Theo.
Career
Three steps, one specialty: online advertising managed for profitability.
Before 2021 – 2023
Google Ads specialist, official Google project
Trained on Google’s official best practices and on Google Ads betas, I managed campaigns for 40 companies and marketing agencies in the French-speaking market.
Then 2023 – 2024
Paid Media expert for Google Ads and Amazon Ads, a global top 5 media group
Over €400,000 in annual budget managed for luxury, automotive and e-commerce brands.
Today since 2023
Growth partner, working directly with my clients
More than 100 companies supported, budgets from €750 to over €100,000 per month, 61 five-star reviews on Malt and LinkedIn.
Growth partner
A campaign works at its best when everything around it works with it. These are the six areas I work on with my clients.
Every market follows the innovation adoption curve: a few pioneers, then the early adopters, then the majority. Each group buys for a different reason: the first ones want a head start, the majority wants proof.
My role: I place your customer on this curve, then compare your offer with what your market already provides. Together, we turn your difference into a message that speaks to the right part of the curve.
Algorithms learn like a student: with the right answer key, they improve fast. That answer key is your conversion data.
My role: I make your tracking reliable and send your real sales back to the ad platforms. I recommend starting here, because every other lever builds on it.
Behind every click there is a human being, with emotions and mental shortcuts. Many of our choices come from intuition, and reason comes afterwards to justify them.
My role: I start from your customer's buying psychology: what reassures them and what makes them act. I use proven mechanisms, such as social proof or the way an offer is framed, in your ads and on your page.
The click is bought, the page converts. Your page is a salesperson talking to all your visitors at once: every friction you remove makes your whole budget more profitable.
My role: I rank the friction points on the page that receives the click by what they cost. My recommendation starts with the first one to fix, the one that pays back fastest.
Advertising and AI tools change every month. Well chosen, they save hours and give you an early edge in your market.
My role: I explore for you. I test new features as soon as they ship, and your campaigns adopt the ones that have proven themselves. You get the right choice, with the reason behind it.
A good decision made once gives one result. Turned into a system, it runs every month and improves each time, like compound interest.
My role: I turn what works into a repeatable routine, with automated checks and regular reports. Your growth then rests on a method.
Pick a lever to see how I work on it.
The audit scrutinizes your account architecture (campaigns, ad sets, objectives) and your audience strategy: broad prospecting, retargeting, lookalikes, exclusions. The goal: make sure the structure serves the funnel instead of fragmenting the budget.
Check of the Meta Pixel, the Conversions API (CAPI), and event deduplication. Since iOS 14, without a clean CAPI the algorithm optimizes blind: that is often where the biggest leak in an account hides.
Analysis of how the budget is split between prospecting and retargeting, whether the learning phase is respected, and whether a testing budget exists. Many accounts reset learning to zero without realizing it.
Review of the creatives (visuals, videos, hooks, angles) and creative variety to spot ad fatigue, missing angles, and underused formats. On Meta, the creative IS the targeting.
Scope
Six areas reviewed, from the conversion signal all the way to the landing page.
Campaign and ad set architecture, alignment of objectives with the funnel, internal duplicates and overlaps. We make sure the structure serves performance instead of diluting it.
Broad prospecting and Advantage+ Audience, custom audiences (visitors, cart, engagers, email list), lookalikes and exclusions. We hunt for over-segmentation and already-acquired customers you are paying for again.
Meta Pixel, Conversions API (CAPI), event deduplication, GTM/GA4 wiring and consent mode. Without reliable signals, every other decision is distorted: it is the first item checked.
Prospecting / retargeting split, respect of the learning phase, presence of a testing budget and scaling logic. We spot the changes that reset learning to zero.
Creative variety, rotation, ad fatigue, angles (pain, proof, offer) and format variations (reels, video, catalog, static). On Meta, the creative is the primary performance lever.
Consistency between the ad and the landing page, speed, clarity of the offer and the post-click journey. A paid click landing on a slow or off-topic page is wasted budget.
My Stack
To reveal
What I most often find when auditing Meta accounts, and what it actually costs.
Since iOS 14, the Pixel alone loses a significant share of conversions. Without a well-deduplicated CAPI, the algorithm optimizes on degraded signals and the budget goes to the wrong place. It is the most serious problem, because it distorts every other decision.
Editing a campaign, changing the budget, or cutting a creative too early resets learning to zero. Meta needs a minimum volume of conversions to stabilize: constant tinkering keeps the algorithm from finding its rhythm.
Multiplying ad sets across tiny audiences fragments the budget: none collects enough conversions to exit learning, and the audiences overlap internally. Often, fewer, broader ad sets perform better.
Running the same creative for too long tires the audience: costs climb, engagement drops. On Meta, the creative IS the targeting: without a regular rotation of angles and formats, performance erodes mechanically.
The ROAS Meta reports often over-attributes retargeting and the brand. Without looking at incrementality or cross-checking with GA4 or the CRM, you scale campaigns that look profitable but are not. The audit puts that figure back in its rightful place.
Without a share of the budget set aside for exploration, it is impossible to cleanly identify the best asset (creative, audience, format). You end up betting everything on hunches rather than on what the data proves.
Try it yourself
These are the checks I run on Meta Ads accounts, in the order I run them. Tick as you read : your browser remembers where you left off.
The trap : without a written direction, every change of mind restarts the learning phase.
The trap : a pixel alone. Without CAPI, part of your conversions disappears, and the algorithm optimizes on an incomplete picture.
The trap : ad sets on a few euros a day each : none of them gathers enough data to leave the learning phase.
The trap : since Andromeda, targeting relies on creatives first : a single-creative campaign targets poorly, whatever the settings.
The trap : spending acquisition budget on people who are already customers.
How it works
A simple, smooth process is what drives results.
You give me read access to your Business Manager. I extract the performance history, the account structure, and the tracking setup. No change is made to your campaigns.
I review every lever by hand: structure, audiences, creatives, Pixel + Conversions API, budget and learning phase, post-click consistency. I isolate what is holding back performance and where the wasted budget goes.
You receive a detailed written diagnosis and an action plan ranked by impact and ease of implementation, from the quick creative win to the structural project. We discuss it so you leave with decisions, not just a report.
FAQ
Everything companies ask me before ordering the audit of their Meta account.
A Facebook Ads audit is a complete, independent analysis of your Meta account: structure, audiences, creatives, tracking (Pixel and Conversions API), budget and learning phase, and post-click consistency. The goal is to identify what is working, what is holding back your performance, and where budget is being wasted, then turn it into a concrete, prioritized action plan.
For businesses, freelancers, and marketing teams who already run campaigns on Facebook and Instagram and want an expert eye to fix, validate, or level up their account while keeping control of how it is run.
Six areas: the structure of campaigns and ad sets, targeting and audiences (prospecting, retargeting, lookalikes), creatives and ad angles, conversion tracking (Pixel + Conversions API + deduplication), budget and the learning phase, as well as the consistency between ads and landing pages.
A simple read access to your Business Manager is enough: ad account, Pixel, and product catalog if you run e-commerce. I do not need any edit rights. The audit is done entirely without touching your campaigns.
Depending on the size and complexity of the account, the audit usually takes a few days. You receive a detailed written diagnosis, backed by concrete examples and prioritized recommendations.
The audit is a one-time diagnostic: I capture the state of your account at a given moment and hand you a prioritized action plan, with no follow-on commitment. Management is ongoing support where I run, optimize, and evolve your campaigns month after month. Many start with an audit, then decide whether they want ongoing support.
Yes. Every point raised comes with a clear recommendation, ranked by impact and ease of implementation. You leave with a roadmap you can act on right away, whether you implement it yourself or hand me the rest.
A full audit every 6 months to 1 year is recommended. The higher the budget invested or the faster your goals evolve, the more useful it is to regularly review structure, tracking, and performance.
The audit looks at how your catalog is delivered: the products that consume budget without selling, the ones that carry sales, and the campaign structure. For e-commerce, I recommend Advantage+ Shopping campaigns structured by margin, with guardrails.
Real contribution is measured through incrementality, meaning the sales that would not have happened without the ads. The audit first checks measurement (Pixel, Conversions API, deduplication), then cross-checks Meta’s results against GA4 or your CRM.
The most common causes are creative fatigue, a learning phase restarted by edits made too close together, and tracking that loses conversions. The audit checks each one and tells you which is at work in your account.
An audit gives you an independent view of the structure, audiences, creatives, tracking and budget split, with recommendations you can pass on to your agency or apply yourself.
The gap often comes from measurement: since iOS 14, a Pixel alone misses a significant share of conversions, and a poorly deduplicated Conversions API counts some of them twice. The audit checks the Pixel, the Conversions API and deduplication to restore a reliable baseline.
The audit hands you the map of your account: the architecture of campaigns and ad sets, how well objectives fit your buying journey, duplicates and overlaps. You then see what helps and what dilutes performance, before deciding what comes next.
Before a launch, the audit checks that tracking reports conversions correctly, that the structure leaves a test budget for new creatives, and that the landing page keeps the ad’s promise.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
Answer 7 quick questions and let’s plan a 20-minute call, no strings attached.
