Run a client's Facebook ad account with a daily agent brief checked against the CRM

Matt C. Milne, who has run Facebook ads since 2008, shared an X thread on an agent that manages one client's account. Each morning at 7 it pulls every campaign and ad, compares what is live with the approved plan, and matches leads Facebook reports with leads in the CRM. Facebook claimed 56 leads while the CRM had 53, so cost per lead uses CRM numbers only. He gets one brief and one suggested move, and nothing changes live without his approval. The agent traced junk leads to an old location setting in retargeting. It once advised cutting retargeting, found it was wrong and withdrew it. It also spotted a $157K estimate nobody followed up. He reports cost per lead down 23 to 41%.