Facebook Ads 20-Minute Weekly Optimization Checklist

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🚨

PRIORITY 1: Health Check & Triage

Check these metrics to decide what needs attention (5 min)

Quick Performance Scan

Log into correct Meta Ads account (if managing multiple)

Set date range: Last 7 Days + Compare to Previous 7 Days

Load your custom columns (Results, CPL, Link CTR, Link CPC, Frequency)

Red/Yellow/Green Check

Check these 5 metrics and mark status:

Metric	Target	Status
Results (Leads)	Stable or up vs. last week	🟢 🟡 🔴
CPL	Within 20% of target	🟢 🟡 🔴
Link CTR	>1% (ideally 1.5%+)	🟢 🟡 🔴
Frequency	<5	🟢 🟡 🔴
Link CPC	Stable or down	🟢 🟡 🔴

Triage Decision Tree

🟢 All Green?

Log "No action needed" and move to Phase 3 (Prep Next)

You're done in 10 minutes today

🟡 Yellow (1-2 metrics off)?

Go to Priority 2 (Creative Performance)

🔴 Red (3+ metrics bad or major drop)?

Go to Deep Dive section at bottom

📊

PRIORITY 3: Prep What's Next

Creative fatigue is inevitable. Always have backups ready (5 min)

This Week's Creative Queue

Current Winners Running:

Creative 1: [Name] - Week [X] - Frequency: [X]
Creative 2: [Name] - Week [X] - Frequency: [X]

In Testing Now:

Creative 3: [Name] - Status: [Testing/Paused/Promoted]

Next Up (Being Created):

Creative 4: [Hook variation]
Creative 5: [Format variation]

Action Items

Do you have 2-3 backup creatives ready to launch?

✅ Yes → You're good
❌ No → Request 2-3 new creative variations this week

Any winners been running >4 weeks?

✅ Yes → Start testing variations NOW (before fatigue hits)
❌ No → Monitor frequency

🔬

ADVANCED: Deep Dive

Only If Multiple Red Flags

Skip this section unless you have 3+ metrics in red.

Diagnostic Path

Problem: High CPL but good CTR?

Check: Landing page issue (Go to LP Audit below)

Check: Lead quality filters too loose (add more questions)

Check: Audience too broad (tighten targeting)

Problem: Low CTR across all creatives?

Check: Creative fatigue (Frequency >5?)

Check: Audience saturation (Reached >50% of audience?)

Check: Ad copy not resonating (test new hooks)

Problem: Delivery issues (low spend)?

Check: Budget too low (<$50/day for lead campaigns)

Check: Audience too narrow (<500k reach)

Check: Bid cap too aggressive (if using)

Problem: Good metrics but no conversions?

→ Go to Landing Page Audit

🏠

LANDING PAGE AUDIT

If CTR Good But No Conversions

Visit landing page yourself and note:

Is it mobile-friendly?
Form length (>3 fields kills conversion)
Headline matches ad promise?
Clear CTA button?

Check page load speed: <3 seconds? (Use PageSpeed Insights)

Compare to winning pages:

What's different about form?
What's different about offer?
What's different about trust signals?

Form hypothesis + next step:

Never just report the problem
Always propose: "I think X is the issue, recommend testing Y"

📝

LOG EVERYTHING

30 seconds

Quick Log Format

Date	Winner	Action	CPL	CTR	Frequency	Notes
[Date]	[Creative name]	[Paused/Promoted/Testing]	$XX	X%	X	[Quick note]

Example:

Date	Winner	Action	CPL	CTR	Frequency	Notes
11/6	Video 2	Promoted to Control	$22	2.1%	2.8	Best performer, duplicated to 3 ratios
11/6	Image 3	Paused	$67	0.6%	8.2	High frequency, poor CTR

Logged this week's changes and notes

🎯

BENCHMARKS: What's "Good" for Lead Gen?

Metric	Good	Great	Poor
Link CTR	1-1.5%	>2%	<0.8%
CPL	$30-50	<$30	>$80
Frequency	2-4	<2	>5
Link CPC	$1-3	<$1	>$5
Landing Page CVR	20-30%	>40%	<15%

*Industry varies - B2B typically higher CPL, B2C lower

⚠️ CREATIVE FATIGUE WARNING SIGNS

Watch for these patterns (usually happen together):

⬆️ Frequency climbing past 5
⬇️ CTR dropping 20%+ from baseline
⬆️ CPL increasing 30%+ from baseline
⬆️ CPC increasing while CTR drops

When you see 2+ of these → Replace creative within 3-7 days

✅ WEEKLY CHECKLIST SUMMARY

Every Week (20 min):

✅ Health check & triage (5 min)
✅ Creative performance review (10 min)
✅ Prep what's next (5 min)

Every 2-4 Weeks:

Rotate creatives (before fatigue hits)
Test new hooks/angles
Refresh landing page elements

Monthly:

Full audience analysis
Competitor ad research (Facebook Ad Library)
Landing page A/B test launch

🚀 PRO TIPS

Rule #1: If it's working, don't touch it. Let winners run until data says otherwise.

Rule #2: Always have 2-3 backup creatives in the queue. Creative fatigue happens fast (3-6 weeks).

Rule #3: Test variations of winners, not random new concepts. (e.g., if video hook works, test 3 versions of that hook)

Rule #4: Watch Frequency more than any other metric. Frequency >5 = fatigue incoming.

Rule #5: CTR drops before CPL rises. Fix creative issues when you see CTR decline, don't wait for CPL to spike.

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