New Client Ads Onboarding SOP

GOOGLE ADS — SETUP CHECKLIST

Step 1 Strategy & Discovery

Kick off with the client (recorded call) to confirm primary goal: phone calls, form leads, bookings, or foot traffic
Document the core services being advertised and rank them by profitability
Define the exact service area (cities/zip codes/radius)
Capture average customer value and typical close rate from a lead
Set a target cost per lead (CPL) and target cost per acquisition (CPA) with the client
Confirm monthly ad budget and any daily pacing constraints
Identify seasonality, promotions, and any “do not run” periods (holidays, capacity limits)
List top 3–5 competitors and note their positioning
Document unique selling points, guarantees, licensing/insurance, and social proof
Note lead-handling process on the client’s side (who answers calls, response time, CRM used)

Step 2 Client Communication & Asset Gathering

Send access request checklist (see Step 3) with clear instructions and screenshots
Collect brand assets: logo, brand colors, approved imagery, phone number(s)
Collect proof assets: reviews, awards, before/after photos, case studies
Confirm which landing page(s) or website pages ads will point to
Set expectations: launch timeline, learning period (2–3 weeks), reporting cadence, and communication channel
Confirm point of contact and decision-maker for approvals

Step 3 Access & Account Setup

Request access to (or create) the client’s Google Ads account via your MCC
Link the account and confirm the invite is accepted
Set up / confirm billing (our card preferred)
Get admin access to Google Business Profile
Get access to the website for tag installation
Get access to (or create) Google Analytics 4 property
Get access to (or create) Google Tag Manager container
Set up call tracking
Exclude internal IP addresses (client’s office, your agency) from reporting/traffic

Step 4 Conversion Tracking

Define every conversion action: form submits, phone calls from ads, calls from website, bookings, chat leads
Install GTM on the site and verify with Tag Assistant
Create Google Ads conversion actions for each lead type
Set up call conversion tracking (calls from ads + calls to number on website)
Configure Enhanced Conversions for leads
Link GA4 to Google Ads and import key events as backup conversions
Assign conversion values where possible (weight primary services higher)
Categorize which conversions are “Primary” (optimize toward) vs “Secondary” (observe)
Where the client’s CRM allows, plan offline conversion import to feed real lead quality back to Google
Test every conversion end-to-end (submit a real form, place a real call) and confirm it fires

Step 5 Campaign Build

Complete keyword research grounded in the client’s actual services and geography
Decide campaign types: Search as the core; consider Performance Max and Local Services Ads / Google Guaranteed for local service verticals
Structure the account: campaigns by service line, ad groups tightly themed by intent
Set location targeting to the confirmed service area; set to “Presence” (people in location), not “interest”
Set language, ad schedule (align to when the client can answer leads), and networks (Search only to start — no Display/Search Partner)
Choose bidding strategy (start with Maximize Conversions, move to Target CPA once data allows)
Add keywords with deliberate match types (lean phrase/exact for lead gen budget control)
Build a comprehensive negative keyword list (jobs, free, DIY, cheap, competitor names if desired, irrelevant services)
Write Responsive Search Ads: 12–15 headlines and 4 descriptions per ad group, service- and location-specific
Add all relevant assets/extensions: sitelinks, callouts, structured snippets, call asset, location asset, lead form asset
Review landing page for message match, load speed, mobile, visible phone number, and a clear form
If running Local Services Ads: complete business verification, background checks, and license/insurance uploads (start early — this takes time)

Step 6 Pre-Launch QA

Re-test all conversion tracking one more time
Verify budget and bid settings match the plan
Confirm geo-targeting, ad schedule, and network settings
Confirm negative keyword list is applied at campaign level
Check ads for approval status and policy issues
Confirm landing pages are live and match the ads
Second team member reviews the full build against this checklist (peer QA)

Step 7 Launch & Handoff

Enable campaigns and confirm they’re serving (check next-day impressions)
Build the reporting dashboard (Looker Studio) with CPL, conversions, spend, and lead source
Record baseline benchmarks and the agreed targets
Send the client a launch confirmation with what to expect during the learning period
Schedule the first optimization checkpoint (7 days) and first reporting call (per agreed cadence)
Add the client to internal tracking (billing, optimization calendar, task board)

META / FACEBOOK ADS — SETUP CHECKLIST

Step 1 Strategy & Discovery

Confirm primary goal: form leads (instant forms) vs website leads vs calls vs messages
Document the core offer and the strongest hook / promotion for cold audiences
Define the exact service area for geo-targeting
Capture average customer value, close rate, and target CPL/CPA
Confirm monthly budget and daily pacing
Identify the target audience: demographics, interests, life events relevant to the service
Check whether the offer falls under a Special Ad Category (housing, employment, credit) this restricts targeting and must be flagged now
Review the client’s existing organic content and any past ad performance

Step 2 Client Communication & Asset Gathering

Send intake form to capture strategy answers in writing
Send access request checklist (Step 3) with step-by-step instructions
Collect creative assets: photos, video, logo, brand colors, testimonials
Gather or plan creative production (short-form video performs best for lead gen)
Collect approved copy points, offers, disclaimers, and any compliance/legal language
Confirm the destination: instant form, landing page, call, or Messenger/WhatsApp
Set expectations: launch timeline, learning phase (~7 days / 50 conversions per ad set), reporting cadence

Step 3 Access & Account Setup

Request access to the client’s Meta Business Manager via your agency Business Manager (Partner request) — never use personal profiles
Get assigned to the client’s Ad Account (request Advertiser/Admin as appropriate)
Get assigned to the client’s Facebook Page
Connect / get access to the Instagram account
Set up / confirm billing and payment method on the ad account
Confirm page roles and that the client remains owner of Page, Pixel, and Ad Account
Get access to the website / CMS for pixel + CAPI installation

Step 4 Tracking & Data Setup (do NOT skip)

Locate or create the Meta Pixel / dataset
Install the Pixel (via GTM preferred) and verify with Meta Pixel Helper
Set up Conversions API (CAPI) — via a partner integration, GTM server-side, or CAPI Gateway — to recover signal lost to browser/iOS limits
Verify the client’s domain in Business Manager
Configure Aggregated Event Measurement: prioritize the 8 events with the lead event ranked #1
Create standard + custom conversions for each lead type
If using Instant Forms: confirm lead events fire and leads flow into the CRM (set up integration or Zapier/Make)
Test the full path end-to-end (submit a lead, confirm it appears in Events Manager and the CRM)

Step 5 Audiences

Build website Custom Audiences (all visitors, key pages, time-based)
Build engagement Custom Audiences (Page, Instagram, video viewers, form openers)
Upload the client’s customer list as a Custom Audience (with client’s consent)
Create Lookalike Audiences from best customers / leads / high-value segments
Build saved audiences with geo + demo layered for the local service area
Set up exclusions (existing customers, recent converters) to avoid wasted spend

Step 6 Campaign Build

Choose objective: Leads (or Sales if tracking purchases)
Decide structure: manual campaign vs Advantage+ / Advantage campaign budget
Set the budget level (campaign-level CBO vs ad-set level) per the plan
Configure ad set: audience, geo (confirmed service area), age/gender/detailed targeting (respect Special Ad Category limits if flagged)
Set placements (start with Advantage+ placements unless there’s a reason to restrict)
Set the optimization event to the actual lead event — not landing page views or link clicks
Build creative: multiple variations, 1:1 and 4:5 / 9:16 formats, hook in the first 3 seconds
Write primary text, headlines, and descriptions with a clear CTA and the offer up front
If using Instant Forms: build the form (intro, minimal questions, qualifying question, custom disclaimer, thank-you screen with next step)
Confirm the CTA button matches the destination (Get Quote, Book Now, Learn More)
Review the landing page (if used) for message match, speed, mobile, and form simplicity

Step 7 Pre-Launch QA

Re-test Pixel + CAPI + lead flow to CRM
Verify objective, optimization event, budget, and schedule
Confirm geo-targeting and audience setup / exclusions
Confirm Special Ad Category is set correctly if applicable
Check all creative renders correctly across placements (use the preview)
Confirm ads passed review with no policy flags
Second team member peer-reviews the full build against this checklist

Step 8 Launch & Handoff

Publish and confirm delivery the next day (impressions + spend pacing)
Build the reporting dashboard with CPL, leads, spend, and lead quality
Record baseline benchmarks and agreed targets
Send the client a launch confirmation and learning-phase expectations (avoid early edits that reset learning)
Schedule first checkpoint (7 days) and first reporting call
Add the client to internal tracking (billing, optimization calendar, task board)

Notes for the team

Never build in personal or unlinked accounts. Everything runs through the agency MCC (Google) and agency Business Manager (Meta), with the client retaining ownership.
Tracking is the job. If conversions aren’t verified end-to-end, do not launch. A campaign with broken tracking is worse than no campaign.
Respect the learning period. No major edits in the first 7–14 days unless something is clearly broken.
Document everything in writing. Service area, budget, targets, and approvals go in the intake form / CRM, not just on a call.