Purpose
Monitor active Facebook/Meta ads for performance, spend, lead activity, delivery issues, and basic optimization needs. Catch issues early so PM/SPM can decide before spend is wasted.
Scope
Active lead, traffic, engagement, awareness, and sales campaigns — including lead forms and landing pages.
Roles
Facebook Ads Specialist — owns monitoring and performance review
- PM / SPM — reviews performance, approves strategy changes, client communication
- EA — may assist with screenshots, tracker updates, basic data collection (no strategy decisions)
- Client — lead quality feedback; approves major changes when needed
1. Confirm campaign is active
Meta Business Suite → Ads Manager → correct business + ad account. Locate campaign; confirm status (Active, Scheduled, Paused, In Review, Rejected, Learning, Limited Learning, Completed).
Escalate if paused unexpectedly, rejected, stuck in review, not spending, wrong account, or status ≠ task instructions.
2. Confirm dates
Start/end vs approved tracker or PM instructions. Escalate if outside approved dates, ended early, missing required end date, or start changed without approval.
3. Review budget
Daily vs lifetime; compare to approved tracker; total spent and daily spend. Escalate if budget mismatch, unusually high/low spend, zero spend, may exceed approved budget, or client requests budget change.
5. Review key metrics
For the approved date range at campaign, ad set, and ad level: Amount Spent, Results, Cost Per Result, Reach, Impressions, Frequency, CTR, Link Clicks, Leads, Cost Per Lead. Record in campaign tracker.
Escalate if CPL unusually high, spend with no leads, impressions with no clicks, high frequency + dropping performance, results far below expectation, or metrics ≠ client goal.
6. Lead activity (lead gen)
Confirm leads generated; Lead Center or connected destination; timestamps; fields complete; available for follow-up. Escalate if leads not delivered, missing contact info, wrong destination, delivery stopped, or no follow-up owner.
7. Lead form performance
Correct form attached and active; matches offer/questions; submissions succeed. Escalate if wrong/outdated form, wrong questions, offer mismatch, quality complaints, or delivery broken.
8. Creative performance
Compare ads on spend, results, cost per result; identify top and weak ads; check fatigue/comments. Escalate if heavy spend + poor results, high impressions + low clicks, negative comments, outdated creative, copy ≠ offer, or new creative needed.
9. Audience performance
Compare ad sets/audiences on spend, results, CPL; strongest/weakest. Escalate if too small, no results, high frequency, spend with no leads, or strategy may need change.
11. Destination link
Open destination; confirm load, offer match, forms/buttons, mobile. Escalate broken/slow links, offer mismatch, broken form/booking, wrong client page.
12. Update campaign tracker
Client, campaign, date reviewed, date range, spend, budget remaining, results, CPR, leads, CPL, reach, impressions, frequency, CTR, link clicks, notes, issues, recommended next step, reviewer.
13. Performance status
| Status | Meaning |
| —- | —- |
| Green | Spending properly; acceptable results; no delivery issues |
| Yellow | Concern needing review (high CPR, low spend/leads, rising frequency, weakening creative, mixed quality) |
| Red | Serious issue (not delivering, rejected, spend with no results, leads not delivered, wrong budget, broken link/form) |
14. Monitoring summary for PM/SPM
Include date, range, status, key metrics, brief summary, issues (or None), recommended next step.
15. Escalate when needed
Escalate for spend/delivery/rejection/CPL/lead-delivery/quality/comments/broken page or form/budget or strategy/creative needs. Use a clear issue + metrics + recommended next step + approval needed Yes/No.
16. Do not make unapproved strategy changes
17. Screenshots when needed
Campaign/ad set/ad overview, delivery/rejection, budget/spend, lead results, broken link/form, relevant negative comments. Name: Client - Campaign - Screenshot Type - Date.
Completion checklist
Status, dates, budget, delivery, metrics, lead activity/form, creative, audience, comments, destination link, tracker updated, summary sent, issues escalated, screenshots if requested, task status updated.
Final notes
Specialist owns monitoring. PM/SPM owns strategy, client communication, approvals. EA supports documentation only.
Source: SweetProcess DOCX export (Drive pack). Migrated to Eniston category Allied. Do not treat as dual source of truth with SweetProcess.
Require PM/SPM approval for budget, audience, objective, pausing ad sets/campaigns, major creative, offer, landing page, lead form questions, schedule.
Without approval (if assigned): tracker updates, screenshots, delivery checks, lead-form delivery confirm, documenting issues, preparing summary.
10. Comments and messages
Review ad comments for questions, negatives, spam; notify PM/SPM when response needed. Escalate public complaints, pricing/enrollment questions, sensitive info, spam, or brand risk.
4. Review delivery
Campaign / ad set / ad delivery; warnings; learning phase. Escalate if not delivering, rejected, limited delivery, stuck in Limited Learning, account warning, or payment issue.