The Friday ad review scorecard for foundation & waterproofing campaigns
Do not wait until a campaign is obviously broken. Most campaigns show warning signs first: cost per lead creeps up, click rate drops, frequency rises, comments get worse, the same creative stops pulling attention.
This is the weekly review I use to decide whether to keep, fix, rotate, or pause each ad. Run it every Friday. It takes one sitting.
The problem
You only notice a bad campaign after it burns money.
The outcome
Every ad gets one decision every Friday.
The asset
The full scorecard + decision log.
The mental model
Every week, each ad is in one of four states: keep, fix, rotate, or pause. The mistake is treating every weak week like a full rebuild. Most campaigns only need one specific correction.
Step 1. Check the campaign health numbers
- Spend
- Leads
- Cost per lead
- Qualified leads
- Cost per qualified lead
- Booked calls / inspections
- Cost per booked inspection
- Show-up rate
- Transfer rate
- Close / sold-job rate, if available
- Estimator capacity used
- Average ticket / sold-job quality, if available
Cost per lead matters, but it is not the whole story. A cheap lead that never books, never shows, or wastes estimator drive time is not cheap.
Step 2. Check the creative fatigue signals
- CTR dropped week over week
- CPL increased week over week
- Frequency is above 3
- Comments are lower quality
- Lead quality dropped
- Same hook has been running too long
- Same visual has been running too long
- Competitors are using similar creative
Two or more fatigue signals on one ad = it needs a replacement angle.
Step 3. Use the keep / fix / rotate / pause rule
Keep
- CPL is stable
- Qualified rate is stable
- Booked-call cost is acceptable
- Comments and inbox quality are clean
Fix
- Setup issue is hurting performance
- Wrong market / city appears in copy
- Broken page, dataset, or message flow
- Bot or handoff issue is wasting leads
Rotate
- Creative fatigue is visible
- Hook is stale but lead quality is still good
- New visual can refresh the same proven angle
Pause
- Spend is high and no qualified leads are coming through
- Bad-fit leads dominate
- Creative is misleading
- Lead path is broken and needs repair first
Do not pause a good campaign because one metric had one noisy day.
Step 4. Review the setup QA before blaming the ad
- Campaign name is clean
- Ad set name is clean
- No "Copy" suffixes left in live assets
- Correct Facebook page is attached
- Correct market is in the copy
- City-served block is present
- Creative has no placeholder text
- Button opens the right message path
- Dataset / tracking is connected
- CRM lead source is clean
If setup is wrong, fix setup before changing creative.
Step 5. Diagnose the real bottleneck
| What you see | The real problem |
|---|
| High spend, low clicks | Creative or hook problem |
| High clicks, low leads | Offer or message path problem |
| High leads, low qualified rate | Targeting, copy promise, or bot qualification problem |
| High qualified leads, low bookings | Setter, handoff, speed-to-lead, or calendar problem |
| Booked calls, low show rate | Confirmation and reminder problem |
| Shows, low close | Sales process or offer problem |
| High bookings, low sold-job value | Qualification, project-type targeting, or service mix problem |
Do not solve a booking problem with more creative. Do not solve a creative problem with more automation.
Step 6. Write the next creative brief
When an ad needs rotation, do not ask for "new creative." Ask for a specific replacement.
CREATIVE ROTATION BRIEF
Winning angle to keep:
What is getting tired:
[ ] Hook [ ] Visual [ ] Offer [ ] First 3 seconds [ ] CTA
New version should change ONE of:
[ ] New symptom [ ] New local trigger
[ ] New homeowner fear [ ] New proof point
[ ] New before/after [ ] New opening shot
Do not change:
[ ] Service [ ] Market [ ] Offer [ ] Lead path
The goal is controlled rotation, not random new ads.
Step 7. Keep a decision log
WEEKLY DECISION LOG
Campaign:
Date:
Decision: keep / fix / rotate / pause
Reason:
Metric that drove the decision:
Change made:
Expected result:
Review date:
If you cannot explain the decision in one sentence, you do not know what to change.
The review is working when this sentence is true: every week, each campaign gets one clear decision based on the actual bottleneck — not a vague feeling that performance is good or bad.
Go deeper
This scorecard is one ritual inside the Data Engine Kit — the funnel ledger, tracking, bottleneck map, and hire math that make the Friday review automatic.
Get the Data Engine Kit →