A Guide to Onboarding a Client for Facebook Ads Management

Aim: To be able to perform a smooth onboarding process that will help ensure you and your client’s Facebook Ad campaigns' success.

Optimal Outcome: You will be able to prepare and manage the digital requirements and resources that a client needs to launch successful Facebook ad campaigns via Facebook Ads Manager and Facebook Business Manager.

What do you need to start: You will need an active Facebook Business Manager account. Since the resources that we are going to share with you are on Google Drive, you will also need an active Google account. So will your client.

Why is this SOP Important: This SOP ensures that the client’s Facebook Ads Manager and Facebook Business Manager accounts are fully prepared to launch Facebook ad campaigns in the future.

When and Where to execute: Most of the steps in this SOP can be performed within Google Workspace. You may start the necessary preparations once the client gives the go-signal.

Who Should Be Doing This: The account manager who handles the client

What Is Facebook Business Manager?

Facebook Business Manager is an online platform within the social media network that allows a user to manage multiple Facebook pages, ad accounts, and other related digital assets. Since Instagram was acquired by Facebook, you will find that this platform has extended to manage IG accounts as well.

Execution

Resources/Tools & Set up

1. For the purposes of this SOP, you will need access to Google Drive and Facebook Business Manager.

2. You will also need to prepare an onboarding questionnaire. You may refer to the template below for reference:

Onboarding Questionnaire Template

Here’s a quick template that you can use as your onboarding questionnaire. Just edit it accordingly.

The Brand

1. What is the main goal of your brand?

2. What are its products and services?

3. What are the pain points that your products and services resolve?

4. What makes your brand unique?

5. What sets your products and services apart from their competition?

6. Who are your primary competition?

The Business Model

1. How is your sales funnel set up?

2. How are your sales?

3. What is your average annual revenue in the past three years?

4. What is your average monthly sales in the past quarter?

5. What are your current offers and what are your best-selling ones?

6. What are your business goals in the next year? Three years? Five years?

Online Marketing Objectives

1. Please provide the social media platforms that you are active on as well as your accounts’ links.

2. What is your most effective social media channel?

3. How many are your followers in your most effective social media channel?

4. Are you running advertising on any (or all) of your social media platforms?

5. What are the online marketing tools that you currently use?

6. What are the online marketing goals that you want to achieve?

Start the Onboarding Process

The first thing that you should do is send a welcome email to your new client. We have prepared an onboarding email template for you beforehand. Edit it accordingly.

Onboarding Email Template

Hi (insert recipient name here)!

We are looking forward to working with you. But first, we need some information to ensure that everything will run smoothly.

To begin, please grant us access to your Facebook Business Manager as an agency or contractor. Here’s our Facebook Business ID: (insert your Facebook Business ID here).

We have prepared an onboarding questionnaire for you to answer. Here’s the link: (insert the link to your questionnaire here).

We’d also like to introduce you to the team who will be working on your campaign. Here they are:

• Team Member Name - Email Address

• Team Member Name - Email Address

• Team Member Name - Email Address

Finally, we are so excited to meet you! We can’t wait to schedule our meeting. Here’s the link to schedule our kickoff meeting on (insert meeting platform here): (insert scheduling link here).

Till next time!

(insert your name here)

P.S. If you have any brand materials such as logos, graphics, email lists, and more, then feel free to share them with us when you reply to this email.

Schedule Your Kickoff Meeting

A kickoff meeting (also referred to as a kickoff call) is a crucial part of any onboarding process. It is the first formal meeting between you and your client to “kick off” the project, hence the name. It is where you will discuss the details of your strategy with the people who are going to be involved in making sure that everybody is in sync before starting. We believe that it is crucial to ensure your effort’s success.

1. To do so, you first need to make sure that your client has already finished answering the onboarding questionnaire you’ve shared previously. We recommend sending your client a quick reminder at least two days before your meeting.

Remember: The earlier you get the completed questionnaire, the more equipped you’ll be for your meeting.

2. We highly recommend coming up with a budget estimate before the meeting. This way, you will have some numbers to refer to in case your client ask about the project’s potential expenditure.

3. It is also ideal for you to plot your timeline and deliverables in advance. It’s always a good idea to go the extra mile. We usually use a spreadsheet to plan these out, but you can certainly use other digital tools and platforms for your project management efforts.

4. Schedule and perform the meeting.

5. Keep track of the information you’ll gather from your kickoff meeting as you will need to refer to these notes when creating Facebook ads for your client in the future.

Conclusion

You’re done! Remember, having a set onboarding process will help any project run smoothly. In this SOP, we have learned how to do that for your client’s Facebook Ads campaigns.

• To begin, prepare an onboarding questionnaire that will ask the client about their brand, business model, and online marketing objectives.

• Prepare the welcome email you’ll send the client. This includes editing the files we’ve shared with you accordingly before you forward them to the client.

• Don’t forget to share other necessary information such as your Facebook Business ID and your contact details.

• Prepare for your kickoff meeting. This includes allowing your client to fill-up the onboarding questionnaire, preparing the budget, and creating the strategy and timeline.

• Hold the kickoff meeting and take note of the details you and your client have discussed.

• Use the project tracker we have shared to manage your deliverables on a timely manner.