Context

Most ad accounts grow by accumulation. New campaigns get added, old ones linger, and over time it becomes hard to tell what is actually doing the work.

Key idea

An audit is not a list of everything that is wrong. It is a short list of the decisions that will matter most in the next few months.

Step-by-step framework

Start with goals and tracking, then review account structure, audiences, creative, and landing pages. Note what you can confirm with data and what you are assuming.

Example checklist

Are conversions tracked consistently? Does each campaign have a clear job? Are you learning from creative, or just rotating it?

Common mistakes

Fixing small settings before confirming measurement, and judging channels on numbers that were never set up to compare fairly.

Takeaways

Audit for clarity first. Prioritize the few changes that unlock better decisions, then revisit on a regular rhythm.