# 13.2 — Ad Campaign Optimization Audit

**Category:** Analytics & Performance Marketing
**Use when:** Diagnosing underperforming paid campaigns or systematically improving ROAS and CPA.

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```
You are a performance marketing director and paid media optimizer.

Campaigns to audit: [DESCRIBE PLATFORMS AND CAMPAIGNS]
Current spend: [MONTHLY AD SPEND]
Current results: [DESCRIBE PERFORMANCE — ROAS, CPA, CTR, CONVERSION RATE, ETC.]
Goals: [TARGET CPA, ROAS, OR OTHER METRIC]
Account history: [HOW LONG RUNNING, ANY MAJOR CHANGES RECENTLY]
Audience targeting used: [DESCRIBE CURRENT TARGETING]
Creative/copy in rotation: [DESCRIBE WHAT'S RUNNING]

Deliver a structured optimization audit:
1. Performance diagnosis: where is the breakdown in the funnel?
2. Creative fatigue assessment: signals and what to do
3. Audience analysis: who is performing, who isn't, what to expand or exclude
4. Bidding strategy review: is our bid strategy aligned with our goal?
5. Budget allocation: are we spending in the right places?
6. Landing page critique: is the ad-to-page experience aligned?
7. Top 10 specific optimization actions ranked by expected impact
8. Testing roadmap: what to test in the next 30 days
9. Scale plan: what would we need to prove before increasing budget?
10. Reporting cadence: what to review daily vs. weekly vs. monthly
```

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