Who should be in your account
Ben Heath runs a Meta ads agency. This is who he'd expect around a budget of $100,000 a month.
“Normally, there would be an account manager or media buyer, someone who's actually in the account making the adjustments, running tests, analyzing the data. You might have someone else on creative. You might have someone else on partnership ads”
his YouTube channel, August 2026
- A media buyer is the person moving the money. Ask for their name and how often they're in your account.
- Partnership ads show a creator's name beside yours. Ask who gets those videos and their rights into the account, because that's where they stall.
- Ask who runs TikTok, and whether what sells there gets tried on Meta.
How to read the report
| What's on it | What to ask |
|---|---|
| Cost per purchase, or CPA | What a new customer cost you. Mike, who founded the ad agency 225 Media, treats it as the number that matters most. |
| The trend | Read the last 3, 7 and 14 days together. After a change, Mike leaves it alone for 3 to 5 days before judging it. |
| Sales Meta claims | Meta counts a sale if the buyer interacted with an ad first. Ask for a second count, like coupon codes or tracking links. |
| New ads tested | How many got enough money to read. Fraser Cottrell says new ads often lose to old winners because they got no spend. |
| Cost per 1,000 views | Read it for each creator's ad, and you can see who reaches people cheaply. |
“Meta will take credit if you have interacted with an ad and then gone on to convert, purchase, become a lead, etc. That doesn't necessarily mean the ad did the job.”
his YouTube channel, August 2026
Source: Mike of 225 Media on his channel MikeMakesAds, April 2026, and Fraser Cottrell of Fraggell on his own channel, May 2026
What nobody can promise
“We never promise results. You can't promise results.”
Gooms Podcast, April 2025
- He's seen a client's campaigns drop off because a new competitor appeared on Amazon, selling basically the same product for 30% less. That has nothing to do with the agency.
- So ask how the test is set up, what would count as a win, and where the money goes after.
What we do, and what we don't
- We run influencer marketing and the paid ads behind it, on Meta, TikTok and YouTube.
- We don't run Google search, PPC, programmatic or TV for clients. If you need those, keep whoever runs them.
- We don't just run a regular campaign on retainer. Instead, we put together a system.
See how much of your budget to put behind creators.
This audit comes from Influencer Advisory, our influencer marketing agency.