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Account Audit
One continuous audit for Basecamp Supply Co.. It decides what matters and when to check back.
Executive Summary
Audited 9/9/2026
Basecamp Supply spent $11,690 across Meta and Google over the last 7 days (+4.28% WoW) for 264 conversions at a blended ROAS of 3.44, down from 3.66. The account is healthy but drifting: Meta is paying more for less while Google quietly improves, and the gap between the two platforms is now the account's main story.
- Biggest issue
- Meta retargeting fatigue: 'Retargeting — Cart 14d' is serving a pool it exhausted weeks ago. Roughly $300/week goes to impressions past effective frequency, and it is the largest single driver of Meta's CPA jump from $42.31 to $47.92 (+13.26%).
- Biggest opportunity
- Shift ~15% of Meta prospecting budget (≈$115/day) into Google PMax and refresh the jacket creative pool. Google converts at $37.92 against Meta's $47.92 with ROAS still climbing (4.0 → 4.2) — the money has a better home while Meta's creative is rebuilt.
Health
Healthy
Spend (7d)
$11,690
Conversions (7d)
264
ROAS (7d)
3.44x
CPA (7d)
$44.28
Strategy & Actions
4What matters most right now. Open an insight for the full analysis and its actions.
Frequency on the cart pool is far past effective range; pausing the two worst ad sets already cut the campaign's CPA ~9% — finish the job.
Meta spend rose 4.55% WoW while conversions fell 7.69% — 'Prospecting — Trail Jackets' CPMs are climbing into seasonal competition with nothing to show for it.
Google CPA fell 3.85% to $37.92 while spend grew 3.7% — 'PMax — Core Catalog' is scaling without losing efficiency.
'BSC — Alpine Shell Hero 01' and 'BSC — Alpine Shell UGC 01' took $20,310 of the last 30 days' $33,300 Meta spend, and the hero's CTR has started to fade.
Quick Wins
4Tactical fixes you can implement in under an hour.
Set a cost cap on Advantage+ — Core Catalog
'Advantage+ — Core Catalog' drifted to ~$49 CPA this week against the $44.28 account blend. Set a $45 cost cap so it stops absorbing the same auction pressure hitting prospecting; loosen it once the retargeting fix lands.
Exclude Audience Network and right-column placements on prospecting
~6% of Meta prospecting spend went to Audience Network and right-column placements over the last 14 days with zero tracked conversions. Exclude both across 'Prospecting — Trail Jackets' and 'Prospecting — Ridgeline Boots'.
Raise the cost cap on Prospecting — Ridgeline Boots
'Prospecting — Ridgeline Boots' delivered only $1,530 of its $1,750 weekly budget at 3.8 ROAS — the $38 cost cap is throttling the account's healthiest Meta prospecting. Raise it to $44 and watch delivery for a week before touching anything else.
Tighten negatives on Brand Search
Generic queries ('waterproof hiking jacket', 'trail boots') are leaking into 'Brand Search' and have pushed its CPC up ~11% this month. Add them as negatives so non-brand traffic buys through the campaigns built and bid for it.
Experiments
2Hypotheses worth a controlled test. Activate one to start tracking it.
Meta's delivery system now finds outdoor buyers better than the hand-built interest stack. If broad (Advantage+ audience) matches or beats the stack's CPA at equal budget, prospecting can scale without the audience-saturation ceiling that is driving 'Prospecting — Trail Jackets' CPMs up.
Trail-shot creator footage will beat polished studio creative on ROAS for cold traffic: 'BSC — Ridgeline Boots Trail Test 01' already outperforms every studio asset in its price band, and the jacket line has never had a true UGC test. A confirmed result redirects all future creative briefs.
Creative
Top 8 of 8 creatives by spend · analyzed 9/9/2026
Retire the fatigued jacket pair before it drags the account
'BSC — Alpine Shell Hero 02' is a near-duplicate returning 1.8x against the original's 3.9x, and 'BSC — Sale Static 01' is the account's least efficient ad at 1.6x. Pause both and let the three new jacket concepts inherit the budget.
Scale the trail-test angle from boots to jackets
'BSC — Ridgeline Boots Trail Test 01' is the account's most efficient creative at 4.1x ROAS. Brief the same treatment for the Alpine Shell — real conditions, spoken review, visible weather — as the lead concept of the jacket refresh.
Settle the UGC question with the running test
'BSC — Boots Studio Flatlay 01' losing to creator footage is one data point; the live UGC vs studio split test turns it into a decision. Hold new studio briefs until it reads out.
Add problem-solution copy to the next brief cycle
The best ROAS-per-impression in the account sits on its only problem-solution creative. Two more scripts — storm protection and pack weight — diversify copy beyond the two angles that carry 83% of spend.
Watchlist
4Trending the wrong way but not yet critical. The next audits keep an eye on these.
Retargeting frequency (7-day) on the cart pool
The remaining ad sets sit at 6.8 weekly frequency and climbing. If it crosses 8 again after the pool refresh, the audience itself is too small and the window should shrink from 14 to 7 days.
Meta prospecting CPM
Up ~9% in two weeks on 'Prospecting — Trail Jackets' with flat CTR. If it keeps climbing after the budget trim, fresh audiences are the next lever — the broad-vs-stack experiment reads directly on this.
PMax share of Google conversions
'PMax — Core Catalog' is ~58% of Google conversions and rising as it takes new budget. Watch that growth comes from incremental queries, not cannibalized brand search — a widening brand-CPC gap would be the tell.
Brand Search CPC
You dismissed the negatives cleanup — a defensible call while brand volume stays cheap — but brand CPC rose ~11% this month. If the creep continues, that decision is worth revisiting next audit.