Anonymised walkthroughs of real ad accounts — what the platform reported, what the business actually banked, and the number that explained the gap. Credibility is not something you can claim. It is something you demonstrate, or you do not.
The same worksheets and checklists our strategists run accounts against. Free, ungated, and useful whether or not you ever speak to us.
Work out what a customer is actually allowed to cost you. Average order value, gross margin, the profit you intend to keep — and the one number every budget decision should be argued against.
Spreadsheet · 1 pageDownload ↓Fourteen checks that find the events firing twice. We ran it across the book after finding one double-fire by accident; a Meta-to-CRM ratio above 1.8 on the same window means you are optimising against conversions that did not happen.
Checklist · PDFDownload ↓What you can and cannot say in a health ad, read against both platform policy and Australian therapeutic goods rules. The list our strategists clear every brief against before it is built.
Checklist · PDFIn buildA creative brief another person can execute without a conversation — claim, proof, awareness stage, format, hook direction. If your briefs need a meeting attached, this is the gap.
Template · DocIn buildNobody in health, wellbeing and longevity is publishing these. We have access to forty-six Meta ad accounts, and every diagnostic we run is a draft of the next one — so this is a byproduct of the work rather than a content programme sitting beside it.
Two numbers that should not be able to coexist. The reason anyone watches on.
Every platform's version of the same period, side by side.
The structural diagnosis. Fragmentation, offer mix, retention, compliance.
One reconciled figure that makes the picture obvious.
Sequenced and short. Enough that any competent operator could act on it.
Files are published when an account produces something genuinely worth publishing, not to fill a content calendar. Six good files a quarter beats twelve thin ones.
Category and revenue band only. Directional percentages stay, absolute revenue goes, and the client name never appears — with written permission regardless.
Same spend. A third less back.
Meta spend held flat year on year to within a few hundred dollars. Everything downstream of it did not.
A monthly trial signup was worth $87 gross. After the platform took its cut, $59. Average acquisition cost was $85, and $132 in the worst month.
Every additional signup widened the hole. April was the best media month of the year — 1.4× ROAS, the cheapest CPA on record — and still lost money on every monthly subscriber it brought in.
The ad account said good month. The economics said still losing.
Short videos on how we think about paid growth — the arguments underneath every account we run. Each one is something we will disagree with an agency about, in public.
Your account on screen with a strategist reading it. You leave knowing where your constraint actually sits and which level fits — or that none of them do. No deck, no pitch, no obligation on either side.
Apply for an audit →The paid version of the file above, run on your business. Offer, message and mechanism tested in that order with the economics underneath all three. Returns one of three answers. Level 1 and above start here, and it becomes your first month; The Engine Room doesn’t require it.
How it runs →If you want to know what it says about yours, that starts with thirty minutes and your numbers on screen.
Apply for a Revenue AuditNo deck and no pitch. We will tell you transparently if it isn’t a fit.