Project Background

You are the Account Executive for a top-20 retail advertiser on Meta that spends $18M annually across Facebook, Instagram, and Reels ads. Over the last two quarters, the client relationship has deteriorated after a failed Advantage+ shopping campaign rollout, inconsistent attribution reporting in Ads Manager, and two missed executive check-ins. The client has paused 35% of planned Q3 spend and told Meta they will shift budget to a competitor unless confidence is restored within 60 days.

You are leading a cross-functional recovery effort with 8 core partners: 1 Client Partner, 1 Measurement Partner, 1 Creative Strategist, 1 Solutions Engineer, 1 Product Marketing Manager, 2 Meta support specialists, and 1 finance contact. The situation is urgent because the client’s holiday planning cycle starts in 8 weeks, and losing the account would put a regional revenue target at risk.

Key Stakeholders

The client CMO wants a clear recovery plan and proof that Meta can improve ROAS before holiday budget decisions. The client performance marketing lead wants faster issue resolution and more transparent reporting. Internally, the Regional Sales Director wants spend recovery this quarter, while the Measurement Partner is pushing for a slower, cleaner attribution reset before any scale-up.

Constraints

• Timeline: 60 days to stabilize the relationship; 8 weeks until holiday media planning is locked
• Budget at risk: $6.3M in paused Q3 spend
• Team capacity: no additional headcount; Solutions Engineer available only 20% of time
• Dependencies: Conversions API signal audit, attribution review, creative refresh, and client executive alignment
• Client tolerance: no more than 1 additional reporting error during the recovery period

Complications

1. The client believes Meta overpromised on Advantage+ performance and no longer trusts platform recommendations.
2. The client’s analytics team disputes Meta attribution and insists on using their internal last-click model for budget decisions.
3. A competitor has offered the client a 90-day incentive package if they reallocate spend before month-end.

Your Task

1. Build a 60-day execution plan to repair the relationship and recover spend.
2. Prioritize the workstreams and explain trade-offs if all issues cannot be solved at once.
3. Define how you would align internal and client stakeholders on one recovery roadmap.
4. Specify success metrics, checkpoints, and escalation paths.
5. Identify the top risks and your mitigation plan if trust worsens mid-project.