Most agency reports are designed to keep you calm. They show green arrows, low cost per lead, and impressions in the thousands. What they rarely show is whether the business actually made money. The ROAS they do report is a platform estimate, not a bank deposit.

If you are paying a Meta ads agency, the monthly review is your most important meeting. But it only works if you ask the right questions. Here are five questions that move the conversation from vanity metrics to business outcomes.

1. Which campaigns produced confirmed sales this month?

Do not ask about impressions. Do not ask about clicks. Do not ask about reach.

Ask which campaigns produced customers who paid.

A good answer sounds like this: “Campaign X spent Rp 15 million and produced 12 confirmed cleaning contracts worth Rp 48 million. Campaign Y spent Rp 8 million and produced 3 qualified leads, none closed yet.”

A bad answer sounds like this: “Campaign X had a 4.2% CTR and Campaign Y generated 200 leads at Rp 4,000 each.”

The first answer connects spend to revenue. The second answer connects spend to activity. Activity is cheap. Revenue is what pays the bills.

If your agency cannot answer this question, they are optimizing for the platform, not for your business. That is a signal to rebuild the account around revenue, not lead volume.

2. What percentage of leads became qualified, quoted, and sold?

A lead is not an outcome. It is a starting point.

You need to see the funnel. Out of every hundred leads the agency generated, how many were worth following up with? How many received a quote or proposal? How many became paying customers?

This number is more important than cost per lead — and the CPQL and CAC framework is what makes the difference visible. A campaign that generates fifty cheap leads with a 2% close rate is worse than a campaign that generates ten expensive leads with a 40% close rate.

Ask for a simple table:

Campaign	Leads	Qualified	Quoted	Sold	Revenue
A	50	5	2	1	Rp 4M
B	20	12	8	4	Rp 18M

Campaign B looks more expensive per lead. It is actually far more profitable.

If your agency only reports the first column, you are flying blind.

3. Which ad creative brought in the highest-value customers?

Not the most clicks. The most revenue.

Agencies love to show creative performance by CTR. But a funny or shocking ad can get clicks from people who never buy. A boring, specific ad can get fewer clicks from people who actually have the problem.

Ask which creative produced the highest revenue per ad dollar. Ask which one produced the most qualified leads. Ask which one led to the biggest average order value or contract size.

This changes how you think about creative testing. You are no longer looking for the ad that wins attention. You are looking for the ad that wins the right attention.

4. Are we optimizing for lead volume or buyer behavior?

This is the most important strategic question.

When an agency runs a campaign, the algorithm optimizes for whatever event is set as the conversion goal. If the goal is a lead form submission, the algorithm will find people who submit forms. It will not necessarily find people who buy.

There is a big difference between the two.

A lead-volume campaign will use broad targeting, soft offers, and easy forms. It will fill the top of the funnel with names and phone numbers. A buyer-behavior campaign will use tighter targeting, harder offers, and conversion events closer to purchase. It will produce fewer contacts but more revenue.

Ask your agency which event the algorithm is optimizing for. Is it a page view? A form start? A form submission? A chat started? A quote requested? A purchase?

The closer the event is to actual money changing hands, the better the campaign will be for your business.

5. What happens to a lead after it leaves Meta?

This question exposes the biggest leak in most marketing systems.

Meta captures the lead. Then the lead disappears into a phone, a chat app, a spreadsheet, or a sales desk. Nobody tracks what happens next. The agency reports cost per lead. The sales team reports their own numbers. Nobody connects the two.

Ask your agency: “When a lead comes in, where does it go? Who follows up? How fast? What is the close rate? And how does that data come back to you so you can improve the ads?”

If the answer is silence, your campaign is a one-way street. Leads come in, but learning stops at the handoff.

The best agencies demand feedback. They want to know which leads closed so they can train the algorithm to find more people like that. They want to know which leads were junk so they can exclude them from targeting. They want to know the average deal size so they can optimize for value, not volume. The system that enables this feedback loop is a simple source-tracking process that follows each lead from click to closed sale.

If your agency is not asking you for sales data, they are not optimizing for revenue. The mechanics of how to build that feedback loop — from first WhatsApp message to closed invoice — are covered in how we track every ad dollar to a closed sale.

What to do with the answers

Once you have these answers, decision-making becomes easier.

Cut campaigns that spend money but never produce sales, even if they look good on CTR. Increase budget on campaigns that produce qualified leads and closed deals, even if the cost per lead looks high. Kill creative that wins attention but loses money. Double down on creative that attracts buyers.

More importantly, change the relationship with your agency. Stop paying them to manage impressions. Start paying them to grow a tracked revenue number.

That might mean a different fee structure. Retainers based on ad spend create an incentive to spend more, not to earn more. Fees tied to qualified leads, cost per sale, or revenue growth align the agency with your business.

The conversation that matters

The best monthly review is short. It covers five things: what we spent, what we sold, where the leaks are, what we are testing next, and what the revenue goal is for next month.

Everything else is decoration.

If your agency meeting spends more time on CTR, frequency, and reach than on revenue per campaign, the meeting is about Meta, not about your business.

Turn it around. Ask these five questions every month. The agencies that can answer them are the ones worth keeping. The ones that cannot will either level up or move on.

Either way, your numbers get honest.

If the ROAS your agency reports consistently looks better than your bank account, this article on why Meta ads ROAS looks wrong explains the gap — and how to measure it correctly.