Free Facebook and Instagram ads health check for trades
This free health check asks 12 yes or no questions about your Facebook and Instagram ads, covering tracking, lead forms, how fast you call leads back, targeting, creative and who owns the ad account, then gives you a score out of 100 and your biggest fixes in plain English. It is free, it works in your browser, and no email is needed. Unavoidable Marketing is a UK-wide, Leeds-based agency that runs Facebook and Instagram ads for trade businesses across the UK, measured on enquiries and booked jobs rather than likes, and founder Andrew Heppinstall is on every strategy call.
Last updated: 21 October 2026
Answer each question for how your ads run today, not how you plan to run them. Pick "Not sure" if you do not know. Nothing you enter leaves this page.
Want us to go through it with you? We will look at your actual account with you and tell you which fixes to do first.
Why trades need a Facebook ads health check
Facebook and Instagram can fill a diary for roofers, landscapers, kitchen fitters, cleaners and builders, but only when the set-up is right. The most common story we hear goes like this: plenty of leads at first, then lots that never answer, then the owner decides “Facebook does not work” and turns it off. Usually the platform was fine. The tracking, the lead form or the follow-up was not.
This check covers the twelve things that decide whether your ads bring in booked jobs or just names. It takes a couple of minutes and it does not need you to log in to anything.
How your score is worked out
Each question is weighted by how much it moves results. Owning your ad account, tracking real enquiries, calling leads back fast and measuring booked jobs carry the most weight, because everything else depends on them. Posting weekly and refreshing ads still count, but they build on a sound set-up rather than replace one. Only “Yes” earns points. Your fixes are listed in order of what you are missing, so the first one is where to start.
Your answers are not stored or sent anywhere. The score is calculated on this page and disappears when you leave.
What good Facebook ads look like for a trade
The lead form does some of the sorting for you
A short form with no questions brings in people who tapped by mistake. Asking for a postcode, the type of job and how soon they need it puts off the time wasters and tells you who to call first.
The ads look like your business
A photo of your own finished patio in Leicester or your own team on a roof in Swansea beats any stock image. Faces build trust before the phone even rings.
Someone picks up the lead straight away
People often fill in more than one form when they want a quote. The firm that calls first usually gets the job. Fast follow-up is as much a part of your ads as the targeting.
The account is yours
Your Page, your ad account and your audiences should belong to your business. Ad spend should go straight to Meta on your own card. That is how we work with every client: ad spend is paid directly to Meta and never marked up.
What to do next
Start with the top fix and work down. If your score is low, hold off on raising budget until tracking and follow-up are sorted. If you would like us to look at your account with you, book a free call and we will show you what we would change first.
Frequently asked questions
Is the Facebook ads health check free?
Yes. It is completely free, there is no email or sign-up, and your answers are not sent anywhere. The score is worked out on the page from your own answers.
Does this check cover Instagram ads too?
Yes. Facebook and Instagram ads run from the same Meta ad account, so the same tracking, lead form, targeting and ownership questions apply to both.
What is a good score for a trade business?
A score of 80 or more means the set-up is solid and you are fine tuning. Between 50 and 79 there are gaps costing you leads. Below 50, fix tracking, follow-up and ownership before you spend more.
Why are boosted posts not enough?
The Boost button is built to get likes and reach, not enquiries. A proper lead or conversion campaign in Ads Manager lets you set your own targeting, use a lead form and track the enquiries that come in.
Why do so many Facebook leads not answer the phone?
Usually because the form is too easy to fill in by accident, or because the call back came too late. Qualifying questions, a review screen on the form and calling within minutes all help.
Can you go through my Facebook ads with me?
Yes. Book a free 30-minute strategy call and we will look at your account with you. Unavoidable Marketing charges a flat monthly fee quoted after the call, with no contract, and your ad spend is paid straight to Meta on your own card.
Ask us about this for your trade business
Send a quick message and Andrew will come back to you, usually the same working day.