The priority list for Ibby Aslam, The Men's Health Standard, ranked by money impact. Read the full audit alongside this. Window: 30 days to 29 Aug 2026.
The ads deliver fine: cheap clicks, healthy click-through, low frequency. The problem is aim, not engine. £425 was spent sending 1,248 clicks to Instagram and buying 4,007 video views, while only 2 people reached a whb.live funnel and 0 calls were booked. Fixes 1 and 2 recover almost all the value: switch on tracking, then point the traffic at the funnels. The rest compound from there.
Ordered by money impact. Do 1 and 2 this week, they are the whole game. Do 3 to 5 as the account gathers real conversion data.
What is wrongThere is no money event in this account. No pixel conversion, no booked-call event, no application event. Cost per result reads n/a and Meta cannot learn who your buyers are.
The fixInstall and verify the whb.live pixel with the Conversions API. Set two custom conversions: the Calendly booking (health) and the application submit (coaching). Confirm both fire with the Meta Pixel Helper.
Expected impactUnlocks every other fix. Meta can finally optimise toward bookings instead of guessing, and you can see cost per booked call for the first time.
What is wrongEvery traffic ad sends the click to instagram.com and every engagement ad just buys likes. 1,248 clicks produced 2 funnel page views. The Instagram profile is a dead end for paid traffic.
The fixChange the destination URL so health ads go to whb.live/performance and coaching ads go to whb.live/online-clients. Send people straight to the page that books the call or takes the application.
Expected impactTurns bought attention into funnel traffic overnight. This single change is the difference between buying likes and buying booked calls.
What is wrongEngagement and Traffic objectives buy the cheapest scrollers and profile-likers, not buyers. The result: 4,007 video views, 354 reactions, 0 bookings.
The fixOnce fix 1 is live, rebuild the campaigns on the Leads or Sales objective and optimise for the booked call and the application. Let Meta hunt for people who convert, not people who react.
Expected impactDelivery shifts from cheap engagers to qualified prospects. Cost per booked call becomes a real, improvable number.
What is wrongYou sell to two very different people, £125k+ founders and personal trainers, but the account is run as one undifferentiated set of Engagement and Traffic campaigns.
The fixRun one campaign per funnel: Health to whb.live/performance with the booked-call event, Coaching to whb.live/online-clients with the application event. Different audiences, different creative, different money event.
Expected impactEach pixel signal stays clean so both funnels learn faster, instead of one muddy signal that serves neither.
What is wrongThe health page throws cold clicks straight into Calendly with no email step, so every abandoned booking is gone forever. Separately, the ads logged 95 blocked messaging connections and 0 started conversations, so the click-to-message angle is repelling people at healthy frequency (1.22).
The fixAdd a name and email step before the Calendly calendar so you own the lead and can follow up. Drop the click-to-message angle and send those clicks to the funnel instead.
Expected impactYou keep the prospects who do not book on the first visit, and you stop paying for interactions people immediately block.