12-Point
Ad Safety Check

Are you refreshing your creative regularly?

The same image and copy running for three months or more is a quiet performance killer. Audiences tune out fast.

Best practice: Fresh creative every 2–4 weeks.

Are you running at least 3 ad variations per campaign?

If you're running one or two ads and wondering why results are flat - this is often why. You need enough variety to learn what actually works.

Best practice: Run 3+ active variations per ad group or set.

Are you reaching new audiences - or just the same ones?

Capturing existing demand is easier. But you can't grow if you're only talking to people who already know you. You need to build engagement with new audiences as well as convert existing ones.

Best practice: Allocate budget to build new audiences alongside conversion activity.

Do your campaigns have a clear objective?

If the campaign goal is vague, the platform will optimise for the wrong thing - and you'll pay for it. If it's not clear to the audience what you want them to do, they won't do it.

Best practice: Every campaign should map to a specific business outcome, with creative built around that goal.

Are you watching for signs that ads are wearing out?

The same image and copy running for too long can quietly erode performance. Rising CPC, falling CTR, or high frequency are often early warning signs.

Best practice: Track CPC, CTR, CPM and frequency regularly so you know when to introduce new creative.

Do you know what your budget is actually being spent on?

Search terms and audience overlap can quietly drain spend on the wrong people. Regular review helps ensure your budget stays focused on what works.

Best practice: Use negative keywords and audience exclusions to reduce wasted spend.

Is your conversion tracking set up correctly?

If you're not tracking what people do after they click, you're flying blind. You need accurate data to understand what is actually working. Monitor your conversion rates against typical benchmarks: eCommerce: 2–3%, Lead generation: 3–8% (varies by industry).

Best practice: Track and compare performance across landing pages to identify what converts best.

Are your ads sending people to the right page?

The ad makes a promise - the landing page needs to keep it. Sending traffic to the homepage often creates friction and reduces conversions.

Best practice: Send traffic to a dedicated landing page that answers the next obvious question.

Are you retargeting people who visited but didn't convert?

These are the warmest prospects you have. Re-engaging them is often the cheapest way to increase conversions. Don't let the opportunity pass to bring them back.

Best practice: Active retargeting campaigns for all non-converting visitors.

Are you building audiences from your best customers?

Your existing customer data is one of the most powerful targeting tools you have. Most businesses underuse it. Platforms perform best when they learn from real customer behaviour.

Best practice: Run lookalike audiences built from purchase or conversion data.

Are you getting alerts when something breaks or drifts?

You shouldn't need to log in every day to know if something is wrong. Reduce manual monitoring by letting the platforms notify you about issues.

Best practice: Automated rules and alerts set up in-platform across performance and budget.

Do you have email or SMS flows for people who drop off?

You've paid to get someone to your site. Abandonment flows help recover that investment when visitors leave without converting.

Best practice: Active cart and browse abandonment flows.