---
name: ad-review
description: Daily ad performance review — check Meta and LinkedIn campaigns for spend anomalies, underperformers, and optimisation opportunities.
---

# /ad-review

Quick daily review of ad campaign performance across platforms. Identifies spend anomalies, flags underperformers, and surfaces optimisation opportunities before they become expensive mistakes.

## When to Run

- Every morning (takes 2 minutes)
- After launching new campaigns or creatives
- When spend seems off or leads drop unexpectedly

## What It Does

1. Reviews campaign-level and ad-set-level performance for the last 1-7 days
2. Flags spend anomalies (overspend, underspend, paused campaigns that should be running)
3. Identifies underperforming ad sets by CPL, CTR, or conversion rate
4. Surfaces top performers worth scaling
5. Checks for common issues (tracking failures, budget exhaustion, creative fatigue)
6. Produces a concise action list

## Input

Provide your ad platform data for the review period. Default: last 7 days.

### Option A: API data

```
Period: Last 7 days
Platform: Meta + LinkedIn (or specify)

Meta campaigns:
  [Campaign Name] — $X,XXX spent, XX leads, $XX CPL
    Ad set 1: $XXX spent, X leads, $XXX CPL
    Ad set 2: $XXX spent, X leads, $XX CPL

LinkedIn campaigns:
  [Campaign Name] — $X,XXX spent, XX leads, $XXX CPL
```

### Option B: Dashboard export

Point to a CSV or screenshot from your ad manager.

### Option C: Quick numbers

```
Meta: spent $2,100 this week, 45 leads
LinkedIn: spent $1,800 this week, 12 leads
Target CPL: $60
```

## Review Checklist

The command runs through this checklist for each campaign:

### Spend Health

- [ ] Is daily spend within 20% of target budget?
- [ ] Any campaigns spending $0 that should be active?
- [ ] Any campaigns significantly overspending?
- [ ] Are budgets pacing correctly for the week/month?

### Performance

- [ ] CPL within acceptable range? (flag if >50% above target)
- [ ] CTR healthy? (Meta: >1%, LinkedIn: >0.4%)
- [ ] Any ad sets with zero conversions and >$100 spend?
- [ ] Any ad sets with CPL >2x the campaign average?

### Creative Health

- [ ] Frequency >3 on any ad set? (creative fatigue signal)
- [ ] Any creatives running >30 days without refresh?
- [ ] Best performing creative identified for scaling?

### Tracking

- [ ] Conversions appearing in platform? (check for tracking gaps)
- [ ] CRM leads matching platform reported leads? (within 20%)
- [ ] Any campaigns with clicks but zero conversions?

## Output Format

```
AD REVIEW — [Date]
═══════════════════

ALERTS (act now)
────────────────
🔴 [Campaign/ad set]: [Issue] — [Recommended action]
🔴 [Campaign/ad set]: [Issue] — [Recommended action]

WARNINGS (monitor)
──────────────────
🟡 [Campaign/ad set]: [Concern] — [What to watch]

TOP PERFORMERS
──────────────
🟢 [Ad set]: $XX CPL, XX leads — Consider scaling budget
🟢 [Ad set]: $XX CPL, X.X% CTR — Best creative this week

CAMPAIGN SUMMARY
────────────────
| Campaign         | Spend   | Leads | CPL    | vs Target | Action  |
|------------------|---------|-------|--------|-----------|---------|
| [Campaign 1]     | $X,XXX  | XX    | $XX    | -20%      | Scale   |
| [Campaign 2]     | $X,XXX  | XX    | $XXX   | +40%      | Review  |
| [Campaign 3]     | $XXX    | X     | $XXX   | +120%     | Pause   |

ACTIONS
───────
1. [Specific action with campaign/ad set name]
2. [Specific action with campaign/ad set name]
3. [Specific action with campaign/ad set name]
```

## Decision Framework

### When to Scale

- CPL consistently below target for 3+ days
- Sufficient volume (>5 conversions in period)
- Increase budget by 20-30% at a time, not 2x

### When to Pause

- CPL >2x target with >$200 spent
- Zero conversions with >$150 spent
- Frequency >5 (audience exhausted)

### When to Test

- All ad sets performing similarly (no clear winner)
- Best creative is >14 days old
- New audience hypothesis worth validating

### When to Investigate

- Platform conversions don't match CRM
- Sudden CPL spike with no changes
- Clicks but no conversions (landing page or tracking issue)

## Adapting This Command

Replace platform-specific thresholds with your own:

- **CPL targets**: Set based on your unit economics
- **CTR benchmarks**: Vary by industry and platform
- **Frequency thresholds**: Adjust based on audience size
- **Budget pacing**: Set to your weekly/monthly targets

Add platforms as needed (Google Ads, TikTok, X, etc.).