We audit dozens of Meta ad accounts every quarter. The same three structural mistakes show up in nearly every underperforming account. Fix these before you change anything else — they account for the majority of ROAS upside.
Creative Fatigue
The most common pattern: 3–5 creatives running for 60+ days. Frequency is high. CTR is decaying. Costs are climbing. The fix is structural, not tactical: build a creative cadence of 8–12 fresh assets per month, retire any asset whose CTR drops 30% from launch, and reinvest into top performers.
Audience Structure
Most Thai accounts have 30+ overlapping audiences competing in the same auction — a structural waste of budget. Consolidate to 4–6 broad audience buckets aligned to funnel stage, let Meta's algorithm find buyers within each, and stop micro-segmenting.
Campaign Objectives
Brands chasing low cost-per-click run engagement campaigns and wonder why nothing converts. Brands chasing conversions run on tiny pixel data and get unstable performance. The fix is matching objective to actual conversion volume — under 50 weekly events, run upper-funnel; above 50, run conversion-optimised.
The Combined Effect
Fix all three at once and ROAS typically lifts 30–80% within 60 days, with no spend increase. The leverage is structural, not tactical — and that's why it compounds.