Why This Lesson Exists
Hiring someone to run your ads can feel like relief.
Finally, someone else handles the complexity. Someone who knows what they're doing. Someone who can make this work while you focus on everything else.
But here's what happens more often than it should:
Weeks go by. Money gets spent. Reports come in with charts and percentages. And you have no idea if things are actually working or if you're being strung along.
This lesson exists to protect your time and money.
You don't need to become an ads expert to hire one. But you do need to know what good work looks like, what reasonable expectations are, and when someone is hiding behind jargon instead of delivering results.
What Metrics They Should Report (And How Often)
A good ads manager doesn't bury you in data. They show you what matters.
Here's what you should expect in every report:
Spend
How much money went out this week or month?
Impressions
How many people saw the ads?
Clicks
How many people were interested enough to visit?
Click-through rate (CTR)
What percentage of people who saw the ad clicked? This tells you if the message is clear.
Conversions
How many people completed the action you wanted (purchase, opt-in, signup)?
Cost per result
How much did each conversion cost?
Return on ad spend (ROAS), if applicable
For every dollar spent, how much came back?
These seven metrics tell the story. Anything beyond this is context, not core performance.
If your ads manager is sending 12-page reports full of screenshots but you can't answer "how much did we spend and what did we get," something is wrong.
Reporting frequency:
Weekly updates are reasonable during active testing. Bi-weekly or monthly works once things stabilize. Daily updates are overkill unless you're spending thousands per day.
Read: The 7 Metrics Your Ads Manager Should Report Every Time
Which Excuses Are Normal and Which Are Red Flags
Not every slow week means your ads manager is failing. But some explanations should make you pause.
Normal Explanations
"We're still in the learning phase."
Valid for the first 7 to 14 days of a new campaign. After that, this excuse loses weight.
"CTR is strong, but the landing page isn't converting."
This is honest feedback. It means the ad is working, but the page needs work. A good manager will suggest testing the page or adjusting the offer.
"We're testing different audiences to see what responds."
Reasonable during the first few weeks. Testing is part of the process.
"Platform updates caused a temporary dip."
This happens. iOS updates, algorithm changes, seasonal shifts. If it's a one-time mention with a plan to adjust, it's fine.
Red Flags
"The algorithm is broken right now."
Platforms don't break for one account. If performance is bad across the board, that's a different conversation. But blaming "the algorithm" without data is deflection.
"You need to spend more to see results."
Sometimes true, but often a way to avoid accountability. If spend doubles and performance stays flat, more money isn't the answer.
"It takes 6 months to see traction."
Ads should show signal within weeks, not months. You might not be profitable yet, but you should see clicks, engagement, and some conversions early. If nothing is moving after 30 days, something is wrong.
"The creative is the problem, but I don't make creative."
A good ads manager works with you to improve creative, or at least tells you what's not working and why. Pointing fingers without solutions is a red flag.
"I can't share exact numbers because of platform rules."
False. You're paying for the service. You get the numbers.
Read: Ads Manager Excuses: What's Legitimate and What's Not
What Progress Actually Looks Like Over Time
Ads don't go from zero to profitable overnight. But they should show improvement in stages.
Week 1 to 2: Learning Phase
Expect instability. Costs may be high. Results may be inconsistent. The platform is testing.
What you should see: Clicks happening. Some conversions, even if small. Evidence that the system is gathering data.
Week 3 to 4: Stabilization
Performance should start to smooth out. Cost per result should drop slightly. The platform is learning who responds.
What you should see: More consistent daily performance. A clearer picture of which audiences or creatives work.
Week 5+: Optimization
This is where the manager tests variations. Different copy. Different images. Different audiences.
What you should see: Gradual improvement in cost per result or ROAS. Not overnight jumps, but a trend in the right direction.
If you're on week 8 and nothing has improved since week 2, that's a problem.
Read: What Realistic Ads Progress Looks Like in the First 60 Days
When "It Takes Time" Is Valid and When It Isn't
"It takes time" is one of the most abused phrases in ads management.
Here's when it's true:
Learning phase: Yes, this takes 7 to 14 days.
Audience testing: Yes, finding the right audience can take 3 to 4 weeks.
Seasonal factors: Yes, performance can dip during holidays or slow industry periods.
Building retargeting pools: Yes, you need traffic before retargeting works.
Here's when it's not:
No clicks after 2 weeks: If no one is clicking your ads, time won't fix that. The message or targeting is off.
No conversions after a month: If clicks are happening but nothing converts, the page or offer needs work. Waiting longer won't change that.
Costs keep rising with no explanation: If cost per result goes up week after week and the manager just says "give it time," that's avoidance.
A good manager explains why time is needed and what will change as a result. A bad one uses "it takes time" to delay accountability.
Read: When "Give It Time" Is Valid (And When It's Just an Excuse)
What You Should Ask in Every Check-In
Don't wait for the report. Ask questions.
Here are five that keep things honest:
"What's working right now?"
They should be able to name one thing clearly. An audience. A creative. A message."What are we testing this week?"
Testing is how ads improve. If they're not testing anything, they're not managing."Where are people dropping off?"
If conversions are low, they should know if it's the ad, the page, or the checkout process."What would you change if budget wasn't a factor?"
This reveals whether they're thinking strategically or just running what you gave them."If this doesn't improve in two weeks, what's the plan?"
They should have a contingency. If the answer is vague, that's a warning sign.
Bottom Line
A good ads manager makes the complex feel simple.
They explain what's happening. They show clear metrics. They test, adjust, and communicate.
A bad ads manager hides behind jargon, delays accountability, and makes you feel like you're the problem for asking questions.
You're not.
If you're paying someone to run ads, you deserve transparency, progress, and honesty.
This lesson gives you the questions to ask and the standards to hold.
Use them.