First impressions matter. A smooth client onboarding process sets the foundation for a successful relationship, while a chaotic onboarding creates problems from day one. Great onboarding ensures clients understand expectations, accounts are set up correctly, and campaigns launch successfully.
This guide covers everything you need for effective PPC client onboarding: onboarding checklists, account setup processes, expectation setting, and strategies for ensuring new clients start on the right foot.
Why Onboarding Matters
Impact on Success
Good onboarding:
- Sets clear expectations
- Ensures proper setup
- Builds trust
- Prevents problems
- Sets up for success
Poor onboarding:
- Unclear expectations
- Setup issues
- Trust problems
- Ongoing issues
- Client dissatisfaction
The difference: Good onboarding prevents problems and sets up long-term success.
Pre-Onboarding Preparation
Gather Information
Before onboarding call:
- Client business information
- Current marketing situation
- Goals and objectives
- Budget and constraints
- Timeline expectations
Information to collect:
- Business type and industry
- Target audience
- Current marketing efforts
- Previous PPC experience
- Success metrics
- Budget range
- Timeline
Prepare Materials
Onboarding materials:
- Welcome packet
- Onboarding checklist
- Account setup guide
- Process documentation
- Timeline and expectations
Client resources:
- Access to accounts needed
- Documentation required
- Team members involved
- Decision makers identified
Onboarding Process
Phase 1: Discovery (Week 1)
Goals:
- Understand client business
- Identify objectives
- Set expectations
- Gather requirements
Activities:
- Discovery call/meeting
- Business analysis
- Goal setting
- Budget discussion
- Timeline planning
Deliverables:
- Discovery summary
- Goals document
- Budget agreement
- Timeline
- Next steps
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.