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Auditing a $400,000/Month Facebook Ad Account: What I Found
Spending nearly half a million dollars a month on Facebook ads should mean everything's dialed in, right?

Not quite.

I recently audited a Facebook ad account spending over $400,000/month, and what I discovered might surprise you — especially if you're managing smaller budgets and assuming "the big players" have it all figured out.

🔍 Here's What I Found:
1. Creative Fatigue Was Killing Performance
Despite the massive budget, they were running the same ad creatives for months. CPMs were climbing, CTRs were dropping — and no one was testing new hooks.

✅ Fix: Implement a 3-week creative refresh cycle with rotating angles and UGC-style videos.

2. Over-Reliance on Broad Targeting
They were relying almost entirely on Advantage+ and broad targeting, assuming Facebook's algorithm would handle everything. While it worked okay, it left money on the table.

✅ Fix: Layered targeting with custom lookalikes and segmented retargeting brought in a 21% lift in ROAS.

3. No Proper Funnel Segmentation
Cold traffic, warm leads, and previous purchasers were all lumped into the same ad strategy. That means everyone was seeing the same message — not ideal.

✅ Fix: Funnel-specific messaging and budget allocation increased conversion rates and improved CAC by 17%.

4. Lack of Offline Conversion Tracking
For a high-ticket offer, a lot of purchases happened after the click, offline or through other sales channels. But none of it was synced back to Meta.

✅ Fix: Integrated CRM data with Facebook's Offline Events to train the algorithm on real conversions.

5. No Scaling Strategy — Just Budget Increases
They were scaling by simply increasing budgets on "winning" campaigns. That caused instability and worsened performance due to ad set fatigue and algorithm reset.

✅ Fix: Introduced horizontal scaling, duplicating winners and testing them against varied audiences and placements.

💡 Final Takeaway:
Even accounts spending six figures per month can miss key fundamentals. The lesson? Great performance doesn't come from big budgets. It comes from smart systems, sharp creative, and constant optimization.