I. Understanding the Client’s Context and Objectives

a. Deep Business Diagnosis

Agencies must move beyond a surface-level intake form. A strategic onboarding begins with a 30-45 minute discovery session to analyze:

• The client’s industry, product lifecycle, and market regulations

• Their current traffic sources (organic, paid, affiliates)

• Pain points in previous ad campaigns (e.g., rejection, low ROAS)

Why it matters: Without full context, assigning an ad account is a blind shot—high risk of policy mismatches and shutdowns.

b. Aligning Goals with Account Type

Not all accounts serve all purposes. For example:

• Aged BM for brand authority and high spend limits

• Verified BM for white-hat eCom stores

• Agency BM for heavy spending with multiple team members

The wrong type leads to wasted days on trial-and-error.

c. Financial Structure Planning

Clarifying:

• Daily ad spend capacity (e.g., $300/day vs. $3,000/day)

• Currency (USD, EUR, VND?)

• Who pays and how: prepaid, top-up via agency wallet, or direct billing?

This avoids billing delays, spend mismatches, and broken campaign scaling.

II. Risk Mitigation and Compliance Setup

a. Robust KYC and Brand Screening

Agencies must protect themselves with strong KYC (Know Your Customer):

• Government ID verification

• Business license for incorporated clients

• Screening for banned product categories

Example: An agency unknowingly onboarded a client running “health claims” ads in a restricted country—Meta shut down 6 ad accounts in 48 hours.

b. Pre-onboarding Policy Education

Clients must acknowledge:

• Meta’s ad rules

• Account-specific limits (e.g., no direct checkout in first 72 hours)

• Agency penalties for violations

This reduces miscommunication and establishes accountability.

c. Internal Risk Score

Clients can be categorized:

• Low-risk (white-hat, experienced)

• Medium-risk (unproven niche, unclear funnel)

• High-risk (no ad history, borderline offer)

This determines how much monitoring or restriction is applied post-onboarding.

III. Legal Grounding: Contract and Policy Enforcement

a. Tailored Service Contract

Every contract should cover:

• Account usage scope (no asset sharing, no VPN)

• Termination clauses (e.g., 3-strike policy)

• Refund and dispute resolution processes

Tip: Include screenshots of past policy violations to train clients on what not to do.

b. Data Protection and Access Rights

Ensure GDPR/CCPA compliance if working with international clients. This builds long-term confidence and avoids legal trouble.

IV. Technical Deployment and Infrastructure Handoff

a. Seamless BM and Ad Account Access

Clients should receive a fully configured setup:

• BM with pre-added payment method (if applicable)

• Verified domain and pixel connected

• Clear naming conventions to avoid confusion

Agencies should use Loom walkthrough videos to guide new users—reducing human support hours.

b. Two-Way Access Control

Some clients want their own analyst to monitor reports. Define:

• Access levels (e.g., view-only vs. editor)

• Who has rights to change targeting, copy, or budget?

Poor access control can lead to internal conflict or data overwrite.

c. Integration with External Tools

For clients using CRM or conversion APIs, integrate during onboarding to avoid tracking errors post-launch.

V. Operational Enablement and Knowledge Transfer

a. Account Feature Orientation

Walk through:

• Where to find billing

• How to check ad delivery vs. pending review

• Ad-level diagnostics: learning phase, conversion window, relevance score

Why it matters: Many first-time renters pause ads unnecessarily due to misreading performance signals.

b. Security Hygiene Protocol

Set expectations on:

• IP consistency (avoid triggering Facebook flags)

• Password updates (every 30 days)

• No third-party logins without agency consent

c. Campaign Blueprint

Offer a templated media plan for:

• First 7 days: Test phase

• Days 8-14: Scale phase

• KPI to track: CTR > 2%, ROAS > 3, Add-to-Cart rate

This standardizes performance across accounts and reduces variance.

VI. Post-Onboarding Monitoring & Intervention

a. Live Support Window

For high-risk niches, assign a dedicated success manager for the first 5–10 days. Issues spotted early prevent account shutdown.

b. KPI-Based Campaign Audits

Weekly audits ensure the client isn’t overstepping account limits (e.g., too high frequency, low-quality feedback score).

Red flag example: If 3 ads in a row are disapproved, pause all and retrain the client.

c. Retrospective and Adjustment

After 30 days, run a retrospective call:

• What went well?

• What confused the client?

• What tools or SOPs can be automated?

VII. Retention, Upsell, and Scale Path

a. Monthly Account Health Reports

Send automated reports on:

• Spend trajectory

• Ad rejection ratio

• Feedback score trends

This prevents surprises and creates upsell moments.

b. Service Expansion

Once trust is built, propose:

• Creative package

• Automation (e.g., auto-topup, auto-pause on policy breach)

• New BM slots for scaling

c. Renewal and Loyalty Rewards

Offer discounts, free trial of tools, or priority access for high-spend clients during contract renewal.

Conclusion: Onboarding is Not Setup—It’s Strategy

Most agencies treat onboarding like paperwork. The best agencies treat it like strategy. A well-executed onboarding builds infrastructure, protects reputation, and drives client growth from day one. By investing time in education, risk checks, and smart deployment, agencies reduce churn, prevent bans, and create a scalable, reliable ad account rental service.

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