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Ad Performance Auditor — analyze existing ad campaigns and identify optimization opportunities
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Baseado na classificação ocupacional SOC
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| name | ads-audit |
| description | Ad Performance Auditor — analyze existing ad campaigns and identify optimization opportunities |
| version | 1.0.0 |
| author | AI Ads Strategist |
| tags | ["ads","audit","performance","optimization","analytics"] |
| trigger | /ads audit |
| output | ADS-AUDIT.md |
Analyze existing ad campaign performance from user-provided data (screenshots, descriptions, or metrics). Evaluate key performance indicators against industry benchmarks, detect creative fatigue and audience overlap, identify budget waste, and provide prioritized optimization recommendations ranked by expected impact. This is a diagnostic tool — it tells you what is working, what is broken, and what to fix first.
/ads audit or /ads audit <platform>Ask the user to provide their ad data in any of these formats:
Option A: Key Metrics (Manual Input) Ask for these metrics per campaign/ad set:
| Metric | What to Ask |
|---|---|
| Platform | Which platform (Meta, Google, TikTok, LinkedIn, etc.)? |
| Campaign Objective | What's the campaign optimized for (awareness, traffic, conversions, leads)? |
| Time Period | How long has this campaign been running? Date range? |
| Spend | Total amount spent in this period |
| Impressions | Total impressions |
| Reach | Unique people reached (if available) |
| Clicks | Total clicks (link clicks, not all clicks) |
| CTR | Click-through rate (or calculate from impressions/clicks) |
| CPC | Cost per click |
| Conversions | Total conversions (purchases, leads, sign-ups) |
| Conversion Rate | Landing page conversion rate |
| CPA/CPL | Cost per acquisition or cost per lead |
| ROAS | Return on ad spend (revenue / spend) |
| Frequency | Average times each person saw the ad |
| Ad Creative Type | Image, video, carousel, etc. |
Option B: Screenshot Analysis If the user shares screenshots of their ad dashboard:
Option C: Platform-Specific Export Guide the user to export data:
Use these benchmark ranges by platform and objective. Compare the user's metrics against these:
Meta (Facebook/Instagram) Benchmarks:
| Metric | Poor | Below Average | Average | Good | Excellent |
|---|---|---|---|---|---|
| CTR (Link) | <0.5% | 0.5-0.8% | 0.8-1.2% | 1.2-2.0% | >2.0% |
| CPC (Link) | >$3.00 | $2.00-3.00 | $1.00-2.00 | $0.50-1.00 | <$0.50 |
| CPM | >$20 | $15-20 | $10-15 | $5-10 | <$5 |
| Conv. Rate | <1% | 1-2% | 2-5% | 5-10% | >10% |
| ROAS | <1x | 1-2x | 2-4x | 4-8x | >8x |
| Frequency (7d) | >5 | 3-5 | 2-3 | 1.5-2 | 1-1.5 |
Google Ads (Search) Benchmarks:
| Metric | Poor | Below Average | Average | Good | Excellent |
|---|---|---|---|---|---|
| CTR | <1% | 1-2% | 2-4% | 4-7% | >7% |
| CPC | >$5.00 | $3.00-5.00 | $1.50-3.00 | $0.75-1.50 | <$0.75 |
| Conv. Rate | <1% | 1-3% | 3-6% | 6-10% | >10% |
| Quality Score | 1-3 | 4-5 | 6-7 | 8-9 | 10 |
Google Ads (Display) Benchmarks:
| Metric | Poor | Below Average | Average | Good | Excellent |
|---|---|---|---|---|---|
| CTR | <0.1% | 0.1-0.3% | 0.3-0.5% | 0.5-1.0% | >1.0% |
| CPC | >$2.00 | $1.00-2.00 | $0.50-1.00 | $0.25-0.50 | <$0.25 |
| Conv. Rate | <0.5% | 0.5-1% | 1-2% | 2-4% | >4% |
TikTok Benchmarks:
| Metric | Poor | Below Average | Average | Good | Excellent |
|---|---|---|---|---|---|
| CTR | <0.3% | 0.3-0.5% | 0.5-1.0% | 1.0-2.0% | >2.0% |
| CPC | >$2.00 | $1.00-2.00 | $0.50-1.00 | $0.25-0.50 | <$0.25 |
| CPM | >$15 | $10-15 | $6-10 | $3-6 | <$3 |
| Video View Rate | <15% | 15-25% | 25-35% | 35-50% | >50% |
LinkedIn Benchmarks:
| Metric | Poor | Below Average | Average | Good | Excellent |
|---|---|---|---|---|---|
| CTR | <0.2% | 0.2-0.4% | 0.4-0.7% | 0.7-1.0% | >1.0% |
| CPC | >$10.00 | $7.00-10.00 | $4.00-7.00 | $2.00-4.00 | <$2.00 |
| CPM | >$50 | $35-50 | $20-35 | $10-20 | <$10 |
| Conv. Rate | <1% | 1-2% | 2-4% | 4-7% | >7% |
Industry Vertical Adjustments:
Run each of these diagnostic checks:
Calculate and evaluate:
Identify if ads have fatigued:
| Signal | Threshold | Status |
|---|---|---|
| CTR decline | >20% drop over 7 days | Fatigued |
| Frequency | >3 in 7 days | Oversaturated |
| CPC increase | >30% increase over 7 days | Auction pressure |
| Relevance/Quality dropping | Score declining | Creative stale |
| Conversion rate declining | >15% drop | Message exhausted |
Creative Fatigue Diagnosis:
Evaluate targeting effectiveness:
Find where money is being wasted:
| Waste Type | How to Detect | Fix |
|---|---|---|
| Audience Overlap | Multiple ad sets with >30% audience overlap | Consolidate or exclude |
| Poor Placements | Placements with high spend, low conversion | Exclude underperformers |
| Time-of-Day Waste | Spending during low-converting hours | Dayparting schedule |
| Geographic Waste | Spending in non-converting locations | Geo-targeting refinement |
| Device Mismatch | High mobile clicks but desktop-only landing page | Mobile-optimize LP |
| Broad Match Waste | (Google) Irrelevant search terms eating budget | Negative keywords |
| Frequency Cap Missing | Same person seeing ad 10+ times | Set frequency cap |
| Low Quality Score | (Google) Score <5 driving up CPC | Improve relevance |
Identify where conversions are being lost:
Impressions (100%) → Clicks (CTR: X%) → Landing Page Views (X%) → Conversions (X%)
^ ^
| |
LP Load Speed? LP Conversion?
Bounce Rate? Form Friction?
Mobile UX? Offer Mismatch?
Calculate drop-off at each stage:
Overall Ad Performance Score (0-100):
| Dimension | Weight | Score Range | Assessment |
|---|---|---|---|
| Cost Efficiency | 25% | 0-25 | CPC, CPM, CPA vs benchmarks |
| Creative Performance | 20% | 0-20 | CTR, engagement, fatigue level |
| Conversion Quality | 25% | 0-25 | Conv rate, ROAS, lead quality |
| Audience Targeting | 15% | 0-15 | Targeting precision, overlap, segmentation |
| Budget Optimization | 15% | 0-15 | Budget utilization, waste, allocation |
Score Interpretation:
Produce recommendations in 3 tiers, ordered by expected impact:
Tier 1: Immediate Actions (This Week) Actions that can be done today with no additional resources:
Tier 2: Short-Term Optimizations (Next 2 Weeks) Actions that require some creative or strategic work:
Tier 3: Strategic Changes (Next 30 Days) Actions that require planning and significant effort:
For each Tier 1 recommendation, estimate:
| Action | Current Metric | Expected Improvement | Confidence |
|---|---|---|---|
| [action] | [current value] | [projected value] | High/Medium/Low |
Save as ADS-AUDIT.md in the current working directory.
# Ad Performance Audit: [Business/Campaign Name]
**Audit Date:** [Date]
**Period Analyzed:** [Date Range]
**Platform(s):** [Platforms]
**Total Spend Analyzed:** $[Amount]
---
## Overall Ad Performance Score: [X]/100
[Visual score bar or assessment]
## Executive Summary
- **Top Finding:** [Single most impactful finding]
- **Biggest Waste:** $[Amount] wasted on [what]
- **Biggest Opportunity:** [What could improve results most]
- **Estimated Improvement:** [X]% improvement possible with Tier 1 changes
---
## Performance Dashboard
### Key Metrics vs Benchmarks
| Metric | Your Value | Industry Avg | Status | Gap |
|--------|-----------|-------------|--------|-----|
| CTR | X% | X% | [emoji-free status] | +/-X% |
| CPC | $X | $X | [status] | +/-$X |
| Conv Rate | X% | X% | [status] | +/-X% |
| ROAS | Xx | Xx | [status] | +/-Xx |
| Frequency | X | X | [status] | +/-X |
### Scoring Breakdown
| Dimension | Score | Key Finding |
|-----------|-------|-------------|
| Cost Efficiency | X/25 | [finding] |
| Creative Performance | X/20 | [finding] |
| Conversion Quality | X/25 | [finding] |
| Audience Targeting | X/15 | [finding] |
| Budget Optimization | X/15 | [finding] |
---
## Detailed Analysis
### Creative Fatigue Assessment
[Fatigue level, evidence, recommendation]
### Audience Analysis
[Targeting assessment, overlap issues, segment performance]
### Budget Waste Report
| Waste Type | Estimated Waste | Fix |
|------------|----------------|-----|
| [type] | $[amount] | [fix] |
### Funnel Leak Analysis
[Stage-by-stage drop-off analysis]
---
## Recommendations
### Tier 1: Immediate Actions (This Week)
| # | Action | Expected Impact | Effort |
|---|--------|----------------|--------|
| 1 | [action] | [impact] | Low |
### Tier 2: Short-Term (Next 2 Weeks)
| # | Action | Expected Impact | Effort |
|---|--------|----------------|--------|
| 1 | [action] | [impact] | Medium |
### Tier 3: Strategic (Next 30 Days)
| # | Action | Expected Impact | Effort |
|---|--------|----------------|--------|
| 1 | [action] | [impact] | High |
---
## Projected Impact of Tier 1 Changes
| Action | Current | Projected | Confidence |
|--------|---------|-----------|------------|
| [action] | [value] | [value] | High/Med/Low |
## Next Steps
1. Implement Tier 1 actions immediately
2. Re-audit in 7 days with `/ads audit`
3. Use `/ads creative` to generate fresh creative if fatigue detected
4. Use `/ads funnel` to restructure campaign architecture if needed
5. Generate new copy with `/ads copy <platform>`