Every week, businesses come to GrowSarrthi with the same complaint — “We are spending on ads but nothing is coming.” The budget is going, the dashboard is showing numbers, but the phone is not ringing and the leads are not coming.
A proper social media audit on these accounts reChecklist veals the same story every time — 20 to 40 percent of the marketing ads spend has been going into campaigns that were never set up to convert. Meta Ads are running on the wrong objectives. Google Ads are pulling irrelevant traffic. Meta Pixel is not firing correctly. And nobody has noticed because the dashboard looks active.
If this sounds familiar, these 5 money leaks are worth checking today.
What Is a Social Media Audit and Why Does It Matter?
A social media audit is a full review of everything happening inside paid campaigns — Meta Ads, Google Ads, social media ads — where targeting, creatives, budget split, Pixel setup, and conversion tracking are all checked together.
GrowSarrthi does this audit before touching anything in a client account. Without knowing what is broken, fixing the wrong thing only wastes more money. Most businesses going through a social media audit for the first time are surprised to find that their biggest problem has nothing to do with the ad creative or the budget size. It has to do with the foundation — wrong objectives, broken Pixel, no retargeting.
These problems are fixable. But they need to be found first.
Money Leak #1 — Wrong Objective Is Running in Your Campaigns
This is the most expensive mistake GrowSarrthi sees during a social media audit — and also the easiest to miss because the campaign looks like it is working.
A business wants leads. They set up campaigns with a Reach or Engagement objective because it looks like more activity. Meta Ads algorithm then does exactly what it is told — it finds people who are likely to engage, not people who are likely to fill a form or call. The result is likes, views, and zero leads.
The same problem exists in Google Ads. Campaigns are set up with Traffic objectives when the actual goal is conversions. Google Ads then sends clicks — but the wrong kind of clicks.
The algorithm is not at fault. The setup is.
What to Check: Go into the campaign and Google Ads campaign settings and match the objective to the actual business goal. If the goal is calls, optimize for calls. If the goal is purchases, use purchase conversions — not traffic, not reach. GrowSarrthi fixes this in the first hour of every new account audit and the difference in results starts showing within days.
Money Leak #2 — Audience Is Too Broad or Too Narrow
Audience targeting in social media ads has two failure modes — and both are draining money.
Going too broad means a ₹500 per day marketing ads budget gets spread across an audience of 5 crore people. Each person barely sees the ad. Spend gets diluted, CPL shoots up, results disappear.
Going too narrow means an audience below 5 lakh on a limited budget gives the algorithm no room to learn and optimize. Delivery becomes expensive and inconsistent.
GrowSarrthi has seen campaigns in Jaipur where just fixing the audience size — without changing the creative or the budget — has brought CPL down by 35 to 40 percent. A social media audit catches this immediately because audience size and delivery data are visible in the dashboard.
Google Ads has a parallel issue with keyword match types. Broad match pulls irrelevant searches and wastes budget. An exact match is too restrictive and does not get enough volume.
What to Check: For local social media ads in Jaipur or any specific city, target within 20 to 30 kilometres. For national Meta Ads and Google Ads campaigns, audience size between 10 lakh and 1 crore with layered interest targeting tends to work well.
Money Leak #3 — Ad Creative Has Not Changed in Weeks
Most businesses set up social media ads, see some results in the first two weeks, and then leave everything untouched. Creative fatigue then quietly drains performance.
When the same image or video runs for more than three to four weeks to the same audience, frequency starts climbing. People have already seen the ad. They scroll past it. CPM goes up because engagement is dropping. The dashboard still shows the campaign as active and spending, so nobody notices the problem.
Pixel data tells this story clearly when it is set up correctly. Frequency goes up, click-through rate drops, cost per result increases — all of this shows up when Pixel is tracking properly. Without Pixel in place, this pattern stays invisible until the results completely stop.
What to Check: Look at frequency in Ads reporting. Anything above 3.0 for the same audience in a 7-day window means the creative needs refreshing immediately. GrowSarrthi rotates new creatives for clients every three to four weeks, so performance does not drop between refresh cycles.
Money Leak #4 — No Retargeting Campaign Is Running
This is the most common finding in a GrowSarrthi social media audit — and the one that costs the most in missed opportunities.
Cold audience social media ads are expensive. People need to see a brand multiple times before they trust it enough to take action. When someone visits a website, spends time on a service page, and then leaves — that person is the warmest possible lead. Running Meta Ads or Google Ads retargeting to bring them back costs a fraction of what cold audience marketing ads cost, and converts at a much higher rate.
Retargeting only works when the Pixel is installed and firing correctly. Pixel builds the retargeting audience. Without Pixel on the website, there is no data about who visited, what they looked at, or where they dropped off. The retargeting audience simply does not get built.
GrowSarrthi checks Meta Pixel setup in every social media audit because it affects retargeting, lookalike audiences, conversion optimization, and attribution accuracy — all at once.
What to Check: Install Meta Pixel Helper on Chrome and check whether Pixel is firing on the homepage, service pages, and thank you page. Once Meta Pixel is confirmed, build a retargeting audience from the last 30 to 90 days of website visitors and run a dedicated campaign for them with offer-focused social media ads.
Money Leak #5 — Reported Numbers Are Not Matching Reality
Meta Ads dashboard shows strong ROAS. Google Ads reports look decent. But actual revenue or leads in the CRM do not match what the platforms are claiming.
Attribution is where this breaks down. Meta Ads uses a 7-day click and 1-day view window by default. Someone sees a social media ad, does not click, and then buys something later that same day through a Google search — Meta Ads takes credit for that sale. The same conversion gets counted in Google Ads too. Both platforms show a win. The business counts it twice.
Pixel configuration sits at the centre of this. When Pixel events are not set up correctly — wrong trigger points, duplicate firing, missing parameters — the data coming into Meta Ads becomes unreliable. Optimization, bidding, and reporting all suffer as a result.
What to Check: Change the Meta Ads attribution window to 7-day click only. Add UTM parameters to all marketing ads and check actual conversion sources in Google Analytics 4. Run a Pixel audit to make sure events are firing once, on the right pages, with the right values.
Quick Social Media Audit Checklist
GrowSarrthi uses this checklist when starting any new account. It takes 2 to 3 hours and covers the areas where most budget is being lost:
- Pull 90 days of data from Ads Manager and identify the best and worst performing ad sets by cost per result
- Check that campaign objectives match actual business goals
- Review audience sizes and frequency scores across active social media ads
- Confirm pixel is firing correctly on all key pages
- Confirm that a retargeting campaign is live and spending
- Compare Meta Ads and Google Ads reported conversions against Google Analytics 4 data
If any of these steps surface a problem that is unclear how to fix, GrowSarrthi’s team is one WhatsApp message away.
Everything You Need to Know
Q1. How often should a social media audit be done?
Once a month for a light check on active campaigns. Every quarter, for a full audit covering campaign structure, Google Ads keywords, social media ads creative, and Pixel accuracy. GrowSarrthi does both for retainer clients — monthly reviews and quarterly deep audits.
Q2. Why does Meta Pixel matter so much in marketing ads?
Pixel connects website behaviour to Ad campaigns. Without it, there is no retargeting, no conversion optimization, and no reliable attribution. Every rupee spent without a pixel properly installed is being spent partially blind.
Q3. Meta Ads or Google Ads — which one to use?
Meta Ads work well for social media ads where the goal is building awareness and capturing interest. Google Ads work well when people are already searching for what you offer. Most businesses in Jaipur that GrowSarrthi works with benefit from running both together with clear roles for each platform.
Q4. Can a social media audit be done in-house?
Basic checks — objectives, audience size, creative frequency — are possible to do in-house using this checklist. Meta Pixel verification, attribution analysis, and cross-platform data reconciliation are harder to do accurately without experience. GrowSarrthi offers a free audit consultation for businesses that want a professional eye on their accounts.
Q5. What ROAS should Meta Ads be hitting in India?
For e-commerce, 3x to 5x is a reasonable target. For service businesses running lead generation social media ads, cost per lead is a better metric to track than ROAS. GrowSarrthi sets benchmarks based on industry, margins, and sales cycle — not general numbers that may not apply to a specific business.
Q6. How does GrowSarrthi help with paid campaigns?
GrowSarrthi audits and manages Meta Ads and Google Ads for businesses across Jaipur and India. Every engagement starts with a social media audit — checking Pixel setup, campaign objectives, audience targeting, creative health, and attribution. The audit is free. WhatsApp today to get started: +91-83025 22001
Scaling paid campaigns before fixing what is broken only means spending more to get the same poor results. A social media audit with GrowSarrthi takes a few hours and shows exactly where the budget is going and what needs to change.