One of the most common questions before booking coaching is a simple one: what does a session actually look like?
It’s a fair question. Most descriptions of coaching are vague — “personalised guidance,” “expert support,” “actionable insights.” None of that tells you what you’re actually buying or what to expect when you show up to the first call.
This page answers it directly.
Before the Session — The Account Review
Every coaching session is preceded by Jason reviewing your ad account.
Before your first call, you set up view-only access using a short guided video Jason sends after booking. View-only means Jason can see everything in your account — campaigns, ad sets, ads, metrics, audience setups, pixel data — without being able to make any changes. You stay in full control of the account at all times.
Jason uses that access to review your campaigns before every session, not just the first one. He looks at what has changed since the last call, which metrics have moved and by how much, whether the actions from the previous week produced the result you expected, and what the data is pointing to as the most important thing to address next.
This pre-session review is the part of the engagement most clients describe as making the biggest difference. The 30 minutes on the call is spent entirely on findings, decisions, and your action plan — not on catching up to speed or asking you to describe your campaigns from memory.
The First Session
The first session opens with a prepared set of findings from the account review. What Jason saw, what it means, and what the highest-priority issues are.
For most clients this includes an initial read on campaign structure — whether the setup is logical, whether objectives match the business goal, whether the audience structure makes sense. It also includes a first pass through the four-metric diagnostic: CTR, CPM, frequency, and the action funnel, with an explanation of what each number is currently telling him about the account.
The first session ends with a specific action plan. Not a list of general improvements — a prioritised set of specific changes to make before the next call, with the reasoning behind why those changes and not others.
For most clients the first session is the point where things start to make sense in a new way. Not because the information is necessarily new — many clients already know about CTR and CPM — but because seeing it applied to their actual campaigns, with a specific interpretation of what their numbers mean, produces a clarity that reading about it never did.
A Typical Weekly Session
After the first session, each weekly call follows a consistent rhythm.
Jason opens by walking through what changed in the account since the last call. Did the action plan from last week get implemented? What did the data show in response? Were the results in line with what you expected, or did something surprising happen?
From there the session moves through the four-metric read: CTR, CPM, frequency, and the action funnel. Not as a checklist — as a live interpretation of what this week’s specific data is telling you. What’s healthy, what needs attention, what the direction of movement suggests about the underlying cause.
The session closes with the next action plan. One or two specific changes to make before the following call, prioritised by what the data suggests will have the most impact.
Over time the dynamic of the session changes. In early sessions Jason is doing more of the interpretation — explaining what the metrics mean and what they point to. By mid-engagement most clients are reading the data themselves and bringing their own hypotheses to the call. Jason’s role shifts toward confirming their reasoning, flagging things they missed, and helping them pressure-test decisions before making them. The goal — explicitly — is for the client to progressively need less input, not more.
Between Sessions
The coaching does not stop when the call ends.
Weekday email access to Jason is included, with a guaranteed 24-hour turnaround. Campaigns do not always behave conveniently — a result you were not expecting, a metric that moved sharply, a decision that needs to be made before the next scheduled call. When those things happen you have a direct line to someone who already knows your account and can give you a specific answer rather than a generic one.
The expectation is that you implement changes between sessions rather than waiting for the next call. The weekly cycle is: session → implement → observe → bring results back to the next session. That cycle is where the compounding improvement happens.
What You Take Away
By the end of an engagement, most clients describe a different relationship with their own account. Not just better campaign results — though those typically follow — but an understanding of what the numbers are telling them and the confidence to act on that understanding without needing to ask for help every time something changes.
That is the intended outcome. Not dependency on ongoing coaching but the capability to manage your own campaigns — or to brief and oversee an agency or team — from a position of genuine knowledge rather than guesswork.
They are also, consistently, the clients who refer others.
Frequently Asked Questions
What happens in a Meta ads coaching session?
A 30-minute 1-on-1 Zoom call with Jason Gan, after a pre-session review of your actual account. Jason walks through your campaign data across CTR, CPM, frequency, and the action funnel, explains what the numbers are telling him, and closes with a specific action plan for the week. You leave with concrete next steps, not generic advice.
How long is a session?
30 minutes, weekly, via Zoom. The pre-session account review means the 30 minutes is spent entirely on findings and decisions rather than catching up.
Do I need to prepare anything?
Before the first session you set up view-only access using a short guided video Jason sends. For subsequent sessions, no formal preparation is needed — Jason reviews the account before each call. If something specific happened during the week that you want to discuss, noting it beforehand helps but is not required.
What is the pre-session account review?
Before every session, Jason reviews your campaigns using view-only access — looking at what changed, which metrics moved, whether last week’s action plan produced the expected result, and what the most important issue is for the upcoming call. It is what makes the 30 minutes on the call productive from the first minute.
What happens between sessions?
You implement the agreed changes and have weekday email access to Jason with a 24-hour turnaround. If something changes mid-week, you can reach him directly rather than waiting until the next call.
Part of the Meta Ads Coaching resource library — explore all articles by topic.