TECHNICAL SETUP
Impact Area | Problem | Description | How to Fix |
|---|---|---|---|
Overall Ad Performance | Pixel not installed | No tracking of form leads ("Start Project" / "Request Quote"), loss of retargeting and lookalike data. | Meta Ads Manager > Events Manager > Pixel. Add Base Code to |
Flow Performance | Events not firing | Form fills ("Start Project") not firing | Trigger form > Go to Events Manager > Test Events tab. Confirm |
Deliverability | Business Manager not verified | Unverified account could get blocked after ~$500 spend; team access restricted. | Business Settings > Business Info > Verify Business. Upload brand info (Leafcut), EIN (if applicable), and enable 2FA. |
Flow Performance | Conversions API missing | iOS users disabled pixel tracking; ~50% signal loss → lower-quality retargeting/lookalike audiences. | Use Meta’s CAPI Gateway or paired integration (Zapier, Segment). Hash emails from forms. |
Deliverability | Ad disapproval from copy violations | Copy with “guaranteed delivery” or direct agency comparisons violates Meta ad policies. | Avoid phrases like “guaranteed,” “best,” or “better than agencies.” Use soft comparison: “See how Leafcut stacks up.” |
Overall Performance | No audience exclusions | Showing conversion ads to existing clients or Custom-tier buyers → burns budget, confuses clients. | Upload customer emails > Audiences > Exclude list from conversion campaigns. |
COMPLIANCE & ACCOUNT HEALTH
Impact Area | Problem | Description | How to Fix |
|---|---|---|---|
Deliverability | Ad frequency high (>4) | Retargeting ad shown too often → viewer fatigue, high negative feedback. | Ads Manager > Breakdown > Frequency. Rotate creatives; pause ads with frequency >4. Use 10–15 creative variations. |
Overall Performance | No spend limit | Accidental $1,000 budget during testing. | Billing > Payments > Spend Limit ($50–$100 initial). Adjust once stable. |
Compliance | Pixel firing without policy | GDPR/CCPA requires disclosure on tracking for intake forms. | Update footer policy: “We use Meta Pixel to improve project inquiries. Opt out via browser settings.” |
Deliverability | Domain not verified | leafcut.studio not verified → low trust score. | Business Settings > Brand Safety > Domains > Add & Verify leafcut.studio. |
AUDIENCE & TARGETING SETUP
Impact Area | Problem | Description | How to Fix |
|---|---|---|---|
Performance | Weak lookalikes | LAL based on old lists or low-quality signals. | Build LAL from high-quality “Start Project” submissions only (min. 500). Import CSV as Custom Audience. |
Performance | Audience overlap | Cold and warm users see same ads → fatigue and higher costs. | Use Overlap Tool. Exclude site visitors (30d) and video viewers (50%) from cold campaigns. |
Offer Fit | Intent mismatch | Showing Custom-tier pricing to cold users seeking $149 entry. | Segment campaigns by price tier. Cold: $149 Starter. Warm: Custom upgrade messaging. |
CREATIVE & COPY RULES
Impact Area | Problem | Description | How to Fix |
|---|---|---|---|
Attribution | Missing UTMs | Can’t attribute conversions properly. | Add UTMs to all links: |
Performance | No mobile optimization | Landscape videos hurt engagement. | Use 4:5 or 9:16 formats. Test in dark mode. |
Visibility | Too much text overlay | Ads deprioritized by Meta. | Keep text under 20%. Push story into primary copy. |
Testing | No A/B structure | No clear learnings. | Test hooks, visuals, CTAs. Pause ads under 1% CTR after 500–1K impressions. |
Message Quality | Generic headlines | Weak differentiation. | Use formula: Pain + Solution + Time/Pricing. Example: “Sick of freelancer delays? Get your next promo in 5 days. Fixed price.” |
CAMPAIGN & AD SET STRUCTURE
Impact Area | Problem | Description | How to Fix |
|---|---|---|---|
Flow Performance | No retargeting | Losing high-intent visitors. | Retarget |
Optimization | Wrong objective | Traffic instead of leads. | Use Leads or Conversions. Optimize for Lead event. |
Budget Control | No bid cap | CPM spikes early. | Use Lowest Cost with Cap ($30–40 per conversion). Adjust to CPL. |
Learning Phase | Duplicated campaigns | Resets learning. | Scale with rules instead: “If CPA < $25 → increase budget 20%.” |
SEGMENTATION & EXCLUSIONS
Impact Area | Problem | Description | How to Fix |
|---|---|---|---|
Accuracy | Ads shown to clients | Waste spend and confuse users. | Exclude recent converters (past 14d) and uploaded client lists. |
Message Confusion | Repeated CTAs | Same CTA across all stages. | Cold: “View Packages”. Warm: “Upgrade to Custom” or “See Advanced Packages”. |
OTHER ESSENTIALS
Impact Area | Problem | Description | How to Fix |
|---|---|---|---|
Finance | No tax ID | Withholding on ad spend. | Business Manager > Billing > Preferences. Add tax ID or VAT. |
Scaling | Ad limit reached | Account restrictions. | After $1k lifetime spend, request limit increase via Meta Support. |
Viewability | Dark mode issues | CTA blends into background. | Add contrast outlines. Test in preview and dark mode. |
Landing Page | Not mobile-ready | High bounce from form issues. | Max 3 fields, CTA above fold, load <3s. Test with PageSpeed Insights. |
CREATIVE THEMES OVERVIEW
Campaign Goal | Hook Theme | CTA |
|---|---|---|
Brand Promos (Category A) | Agency output. Without the agency. | View Packages |
Short-Form Ads (Category B) | Stop testing slow. | View Ad Packages |
SaaS UI Videos (Category C) | Your UI deserves better. | Book Demo / View UI Packages |
AI Visuals / Launch (Category E) | What you can’t shoot, we visualize. | See Launch Kits |
Spokesperson / VSL (Category F) | Don’t settle for avatar templates. | View VSL Packages |
RECOMMENDED STARTER CAMPAIGN STRUCTURE (Leafcut)
Campaign Type | Objective | Audience | Ad Type | Budget |
|---|---|---|---|---|
Prospecting | Conversions | 1% LAL from past “Start Project” leads | Video carousel or single-frame | $40/day |
Retargeting | Conversions |
| Dynamic creatives | $25/day |
Upsell / Custom Tier | Conversions | Past buyers or leads | Testimonials + pricing anchors | $15/day |