Playbooks by tool
Meta Ads
Meta Ads Manager holds your spend, delivery and the purchases Meta could link to an ad. It does not know your stock, your margins or what your landing pages say. Most Meta leaks sit in that gap, which is why these playbooks pair it with your store.
How to connect it
Use a Meta Ads connector or MCP server for your assistant if you have one, with read-only access. If not, export a report from Ads Manager (ad, ad set, spend, purchases, link URL, by day) as CSV and upload it.
What the assistant reads
Spend, results, optimization events, link URLs, delivery by country and placement, account limits.
Leaks to check
9 playbooks
- Ads optimizing for the wrong goalYour 'sales' campaign might be telling Google that a page view is a sale.LeakGoogle Ads · Meta Ads
- Ads still running on sold-out productsYou are probably paying Meta to send people to a product they can't buy.LeakMeta Ads · Google Ads · Shopify
- Purchases stopped recording in your ad accountYour ads can look like they stopped working when really your tracking did.LeakMeta Ads · Shopify
- Ad sets spending with no salesOne ad set can quietly spend three times your normal cost per sale and sell nothing.LeakMeta Ads · TikTok Ads
- Ads shown where you don't shipSome of your ad budget is probably going to countries you can't deliver to.LeakMeta Ads · Shopify
- Ads about to stop for billingEvery ad stopping at once is usually a card or a spending limit, not the algorithm.LeakMeta Ads · Google Ads · TikTok Ads
- Purchases counted twiceIf your ROAS looks too good to be true, check whether each order counts twice.LeakMeta Ads · Shopify
- Bestseller missing from your adsYour #3 bestseller isn't in a single live ad.LeakShopify · Meta Ads
- Ads sent to the homepageProduct ads that land on your homepage usually convert at half the rate.LeakMeta Ads · Google Analytics
Plays to try
7 playbooks
- Shift spend before your hero product sells outSpending hard on a product that'll sell out before Black Friday is paying to run out early.PlayShopify · Meta Ads · Google Ads
- Count the Amazon halo before cutting MetaMeta ads can look unprofitable while quietly driving your Amazon sales.PlayMeta Ads · Shopify · Amazon Seller Central
- Map which ad angles you've never triedMost brands run the same three ad ideas in different colours.PlayMeta Ads · Meta Ad Library
- Find regions buying below their shareSome big states may buy far less from you than their population says they should.PlayShopify · Meta Ads
- Put money behind your best organic postYour best organic post may have beaten every ad you ran, and it was never boosted.PlayYour social accounts · Meta Ads
- Turn your best email subject line into an adYour best-performing subject line has probably never been used as an ad hook.PlayKlaviyo · Meta Ads
- Judge ads on sales after returnsA category with great ROAS can lose once you count what comes back.PlayShopify · Meta Ads · Google Ads
Every number on these pages is an illustrative example, not a result from a named store. Read-only access is enough for every check; make any change yourself.
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