Right About Nothing
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Brief an audit

Approach

The first answer
is rarely the whole answer.

I read your Meta and Google Ads account against what the business needs from it, then put what I find in the order you should act on it.

Every audit is done by me, Thomas Leeming, in Perth.

Brief an audit See the loop

Why the name

Being right about nothing keeps the work moving.

It’s a working rule. I start from what the account actually shows, including the parts that prove my first guess wrong.

  • Ask what changed

    Before the dashboard, I want the story: the offer, the price, the season, the team. An account makes more sense once you know what happened around it.

  • Let the numbers argue back

    My first read of an account is a guess with good manners. If the data disagrees, the data wins, and the readout says so.

  • Leave what works alone

    I don’t recommend rebuilding an account for the sake of it. If something is working, the readout says so and moves on.

The audit loop

Every audit runs one loop.

It starts with what the business needs from the account and ends with a short list of moves, in the order to make them.

  1. 01

    Frame the question

    What feels unclear, what changed, and what does the business need from the account?

  2. 02

    Read the evidence

    Structure, audiences, creative, tracking and the landing page, read together.

  3. 03

    Order the actions

    Fix now, change next, test later. Every finding gets a priority, so you know where to start.

  4. 04

    Learn from the move

    Real results from the changes show what worked. That becomes the question for the next round.

What one line of the readout looks like

Every finding gets an area, a plain description and a priority. This one is made up for the page.

Example Illustrative account, not a client
  1. TrackingConversion event fires on page view, not purchaseFix now
  2. WhyEvery page view counts as a purchase, so the campaign learns to find people who browse and leave.
  3. MoveFire the event on the confirmed purchase only, then judge results from the fix date.
Brief an audit See what an audit covers

Who does the work

Me, and an offline model for the maths.

My background
Who
Me, start to finish. The person who reads your account is the person who writes the readout.
AI’s job
Crunching large volumes of numbers, closely guided by me. I’ve worked heavily with AI since July 2022, and I check what it gives me.
Where it runs
On an offline model on my own hardware. No client information is shared with any cloud AI service.

Start with the account

Bring the concern.
I’ll find the first real move.

Tell me what feels off. Rough notes are fine; we’ll cover the rest on a short call before I quote.

Brief an audit

Or start a project