Check 4 / 12 LOW impact In the full checklist
Exclude purchasers 180d from prospecting always
What this check is
Showing an acquisition ad to someone who already bought is the most common way to waste budget, and the exclusion needs to be in the account rather than in your head.
How to implement it
Create a purchaser exclusion with a window long enough to cover the repeat cycle, apply it to every prospecting campaign as a default at the account level, and audit the ad sets periodically for missing exclusions. Combine it with an email-list exclusion where consent allows.
How to verify it
Open each active prospecting ad set and confirm the purchaser exclusion is present with the intended window, and check that the audience size in the preview does not include a test purchaser.
All 197 checks, one Google Sheet
This page is the summary. The full checklist carries the priority, the impact score and the tool link for every check — all 197 of them, across 14 categories, as a Google Sheet and CSV with lifetime updates.
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