Find out what your agency is doing with your ad budget. Without accusing anyone of anything.
Five things that quietly tell you an agency is spending your money badly, and the exact question to ask them for each one. Even if you have never opened Ads Manager in your life.
- 8 pages, no filler, no signup for a call at the end
- The exact words for each one, written out so you can copy them
- What a good answer sounds like next to a bad one, so you can judge the reply
Check your inbox.
It is on its way to you. If it is not there in a couple of minutes, look in spam or promotions, then email me.
Download it here too →While you wait, the full 12 question scorecard gives you a score in about three minutes.
The five flags
Each one gets a page: what it looks like, why it costs you money, the exact words to use, and what a good answer sounds like next to a bad one.
- 01 You are not an admin on your own ad account The one that decides whether you keep anything at all if you fire them tomorrow.
- 02 The monthly report opens with impressions, reach and engagement Three numbers that go up whenever you spend more, no skill involved.
- 03 Nobody can tell you what one customer costs, on the spot If they cannot, nobody is watching the one number that says whether this works.
- 04 Your cost per customer is not getting better Flat for eight months is not stability. There is one fair exception.
- 05 You only ever hear good news, and problems reach you late Ads decay every week. Silence means nobody is watching, or nobody is telling you.
// this is for you if
- Somebody else has the logins to your ad account, and that has never struck you as odd
- The report runs to fourteen slides and you still could not say what one customer costs you
- You have thought about leaving, then realised you would have no way to judge the next one either
- You pay the invoice every month on the basis that they probably know what they are doing
- Your gut says the money is not working as hard as it should, and nothing you get shown ever settles it
// probably not if
- Your agency already leads with what a customer costs you and how it moved. You are fine, keep them
- You run the ads yourself. This is about judging somebody else's work, so the scorecard and the calculators will serve you better
- You have already decided to fire them and want ammunition. Two of these five have perfectly innocent explanations and the guide says which
I am the person you would hire to check the work
I am Mani Gupta. I run Meta ads and fix the tracking underneath them, and I have been running ads since 2018. A good part of my work is being brought in by an owner who cannot tell whether the money going out is coming back, which is where every one of these five flags came from. I wrote them down so you can ask the questions yourself first, for free.
If an answer your agency gives you does not sit right, forward it to mani@themgmedia.com and I will tell you whether it is fair. That comes to me, not to a team.
He reviewed my campaigns in detail and helped me lower my install costs significantly, and my revenue finally started to grow. For the first time, I feel like my ad spend is actually bringing real value.
The first one has a yes or no answer
It decides whether you would keep anything at all if you fired your agency tomorrow. The guide tells you exactly how to ask it.
Get the guide →