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 6 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.
5/5 on Malt (46 reviews) · 100+ clients supported · Meta Ads (Facebook & Instagram)
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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.
Choosing well
An audit is only as good as the person running it. Judge on evidence, not on the word.
“Facebook Ads audit”, “Meta Ads expert”: anyone can display those words. A mediocre audit hands you a generic checklist; a good audit spots the budget you are truly losing and tells you what to fix first. Here are the four checks to run before you entrust your account, to me or to anyone else.
Ask for quantified orders of magnitude and, above all, how they are measured: across how many accounts, over what period, with what disclaimer. Be wary of ROAS screenshots without context: on Meta, a high ROAS often comes from retargeting or the brand, not from real acquisition skill.
Meta does not issue a public badge for freelancers the way Google Partner does. The proof, then, is verifiable experience: references you can contact, a traceable track record (LinkedIn, agency background), concrete cases explained. My background: on the Google side, then inside a top 6 global agency group (Mediabrands).
Many “audits” are just a dressed-up tool export. Ask who actually reads your account, campaign by campaign, and with what seniority. Here the answer is simple: I am the one who analyzes every lever, by hand, starting from your business context.
A good audit does not just line up metrics: it explains why it is a problem, what it costs, and in what order to fix it. You should leave with prioritized decisions, not one more dashboard.
Applied to my profile: a track record at Google then Mediabrands (top 6 global agency groups), audits of Meta accounts for SMBs and large accounts, and a prioritized deliverable that explains every recommendation. Run these four checks with every provider you compare: it is the fastest way to eliminate bad surprises.
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.
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.
How it works
A simple, smooth process is what drives results.
By your side at every step, for a frictionless experience.
Book your consultationYou 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.
Client reviews
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.
🔎 Need ongoing management after the audit? Discover the Facebook Ads service.
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, without necessarily delegating the management.
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 to delegate the management.
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.
Answer 7 quick questions and let’s plan a 25-minute call, no strings attached.
