Client Onboarding for PPC Agencies: Setting Up New Accounts for Success

Phase 2: Account Setup (Week 1-2)

Goals:

• Set up all accounts
• Configure tracking
• Prepare campaigns
• Test systems

Activities:

• Account access setup
• Tracking implementation
• Campaign structure planning
• Creative preparation
• Testing and validation

Deliverables:

• Accounts set up
• Tracking verified
• Campaign structure ready
• Creative prepared
• Systems tested

Phase 3: Campaign Launch (Week 2-3)

Goals:

• Launch initial campaigns
• Monitor performance
• Optimize quickly
• Establish baseline

Activities:

• Campaign launch
• Performance monitoring
• Initial optimization
• Client communication
• Performance reporting

Deliverables:

• Campaigns live
• Initial performance data
• Optimization recommendations
• First performance report
• Client update

Phase 4: Optimization (Week 3-4)

Goals:

• Optimize campaigns
• Improve performance
• Scale winners
• Establish processes

Activities:

• Performance analysis
• Campaign optimization
• Creative testing
• Audience refinement
• Process establishment

Deliverables:

• Optimized campaigns
• Performance improvements
• Testing results
• Process documentation
• Ongoing plan

Onboarding Checklist

Account Access

Meta Business Manager:

• [ ] Client adds agency as partner
• [ ] Agency requests access to ad accounts
• [ ] Permissions verified (Admin or Advertiser)
• [ ] Access to Events Manager
• [ ] Access to Pixel and Conversions API

Other platforms (if applicable):

• [ ] Google Ads account access
• [ ] Analytics access
• [ ] Other platform access
• [ ] Permissions verified

Dashboard access:

• [ ] Client account created
• [ ] Team members added
• [ ] Permissions configured
• [ ] Access tested

Tracking Setup

Meta Pixel:

• [ ] Pixel installed on website
• [ ] Pixel verified with Pixel Helper
• [ ] Events configured
• [ ] Test events fired
• [ ] Tracking validated

Conversions API:

• [ ] Conversions API configured
• [ ] Events sending correctly
• [ ] Event matching set up
• [ ] Test events validated
• [ ] Tracking verified

Telegram tracking (if applicable):

• [ ] Telegram bot created
• [ ] Bot connected to platform
• [ ] Channel added
• [ ] Tracking links generated
• [ ] Tracking tested

Campaign Setup

Campaign structure:

• [ ] Campaigns created
• [ ] Ad sets configured
• [ ] Ads created
• [ ] Budgets set
• [ ] Targeting configured

Creative:

• [ ] Ad creative prepared
• [ ] Copy written
• [ ] Images/videos ready
• [ ] Creative approved
• [ ] Creative uploaded

Optimization:

• [ ] Optimization events set
• [ ] Bidding strategy configured
• [ ] Attribution windows set
• [ ] Budget allocation decided
• [ ] Settings verified

Documentation

Client documentation:

• [ ] Goals documented
• [ ] Budget agreed
• [ ] Timeline set
• [ ] Expectations clear
• [ ] Process explained

Internal documentation:

• [ ] Account details recorded
• [ ] Access documented
• [ ] Setup documented
• [ ] Processes documented
• [ ] Team briefed

Setting Expectations

Performance Expectations

Realistic timelines:

• Learning phase: 3-7 days
• Initial optimization: 1-2 weeks
• Performance stabilization: 2-4 weeks
• Scaling: 4+ weeks

Performance targets:

• Initial CPA targets
• ROAS expectations
• Conversion goals
• Growth targets

Communication:

• Reporting frequency
• Update schedule
• Response times
• Meeting schedule

Process Expectations

Campaign management:

• Optimization frequency
• Change process
• Approval requirements
• Communication protocol

Reporting:

• Report frequency
• Report format
• Metrics included
• Delivery method

Communication:

• Preferred channels
• Response times
• Meeting frequency
• Update schedule

Common Onboarding Mistakes

Mistake 1: Rushing Setup

Problem: Skipping steps, incomplete setup, problems later.

Solution: Follow checklist, take time, ensure completeness, test thoroughly.

Mistake 2: Unclear Expectations

Problem: Misaligned expectations, confusion, dissatisfaction.

Solution: Set expectations clearly, document agreements, communicate regularly.

Mistake 3: Poor Communication

Problem: Lack of updates, unclear status, client confusion.

Solution: Regular updates, clear communication, proactive updates, set schedule.

Mistake 4: Incomplete Tracking

Problem: Missing conversions, inaccurate data, poor optimization.

Solution: Test tracking thoroughly, validate setup, verify events, fix issues.

Mistake 5: No Documentation

Problem: Lost information, unclear processes, confusion.

Solution: Document everything, maintain records, share documentation, keep updated.

Best Practices

Preparation

Be prepared:

• Review client information
• Prepare materials
• Set up systems
• Plan process

Set up systems:

• Account access ready
• Tracking prepared
• Templates ready
• Processes documented

Communication

Regular updates:

• Daily during setup
• Weekly during launch
• Regular during optimization
• Consistent schedule

Clear communication:

• Explain processes
• Set expectations
• Provide updates
• Answer questions

Quality Assurance

Test thoroughly:

• Verify tracking
• Test campaigns
• Validate setup
• Check systems

Review before launch:

• Double-check setup
• Verify settings
• Test functionality
• Ensure completeness

Onboarding Templates

Welcome Email Template

Subject: Welcome to [Agency Name] - Let's Get Started!

Content:

• Welcome message
• Onboarding overview
• Next steps
• Timeline
• Contact information

Onboarding Checklist Template

Sections:

• Account access
• Tracking setup
• Campaign setup
• Documentation
• Launch preparation

Format: Checklist with checkboxes, due dates, responsible parties

Discovery Questionnaire Template

Sections:

• Business information
• Goals and objectives
• Current marketing
• Budget and timeline
• Success metrics

Format: Form with questions, space for answers

Conclusion

Effective client onboarding sets the foundation for successful PPC campaigns. By:

• Preparing thoroughly
• Following structured process
• Setting clear expectations
• Communicating regularly
• Ensuring quality setup

You'll onboard clients who:

• Understand expectations
• Have proper setup
• Trust your process
• See early success
• Stay long-term

Remember, onboarding is an investment. Take time to do it right, and you'll prevent problems, build trust, and set up clients for long-term success.

Ready to improve your onboarding process? Explore our platform and see how centralized account management can streamline onboarding and help you set up new clients for success from day one.