Daily ad account check

Owner: the media buyer. When: every morning, before anything else. Time: five to ten minutes an account. Forty accounts is a morning, and has been done.

The promise to the client is that if there is a problem, Atlas knows first. That is the whole reason this exists. Problems are allowed. Finding out from the client is not.

The check, per account

1. Open the account on Maximum date range. Nothing should look wrong at a glance.
2. Switch to Today. Anything moving strangely today shows here.
3. Judge against the account's own benchmark, not a general one: - lead generation: cost per lead - ecommerce: cost per purchase and ROAS
4. Flag anything in this list: - payment error, card declined, account restricted or banned - ads stopped running when they should be running - cost per lead or cost per purchase spiking against the account's normal range - spend running far ahead or behind pace for the month
5. Write it down. A short note per account per day. The weekly and monthly reports are assembled from these notes, not reconstructed from memory at the end of the month.

Post to the media buying channel every day

One message, even when nothing is wrong. "All accounts checked, nothing to flag" is a valid and expected message. Silence is not, because silence cannot be told apart from not looking.

Turning things off

During the first two weeks of holding an account, do not turn anything off alone. Run the drill instead, every day:

1. what you would turn off
2. why
3. what you would do instead

Take that to the account manager. The drill is the training; the decision comes later. Once the account is yours, turn ads on and off without asking, and say so afterwards. Nobody else wants to open Ads Manager.

Lead tracking check

Meta lead forms route through a GoHighLevel sub-account and Zapier into the client's WhatsApp group. Three places must agree:

1. form submissions in Ads Manager
2. rows in the client's tracking sheet
3. notifications in the WhatsApp group

Check them against each other daily. When they disagree, the automation is broken and the client is losing leads right now. Historical data has mismatches going back years; do not try to reconcile those. Everything from today forward must tally, and any gap gets flagged the day it appears.

Website leads are not ad leads

Where a client collects leads on their own website rather than a Meta form, the pixel is reporting, not the truth. Hoft ran at a reported five leads and a $24 cost per lead while the backend held twenty-seven leads, which is a real cost per lead of $130. Check the client's backend before reporting any number from a website conversion campaign.