How to Prepare Your Ad Account for a New Client or Project
Before launching any paid traffic campaign, the first—and most important—step is setting up the ad account properly. Whether you’re starting fresh or taking over an existing account, having a clean, organized, and well-structured setup is critical for success.
In this article, you’ll learn exactly how to prepare a Meta (Facebook/Instagram) or Google ad account for a new client or project. From permissions to tracking, naming conventions to budgets, this checklist will help you start like a pro and avoid costly mistakes.
Why Proper Setup Matters
✅ Prevents wasted budget from bad settings
✅ Builds client trust with transparency
✅ Avoids ad disapprovals or account restrictions
✅ Speeds up campaign launch
✅ Sets a solid foundation for scaling later
First impressions matter—especially when managing someone else’s money.
Step 1: Get Proper Account Access
Always work inside the client’s business assets, not your personal profile.
For Meta (Facebook/Instagram):
- Use Business Manager (business.facebook.com)
- Ask the client to grant you access to:
- Their Business Manager
- Ad Account
- Pixel
- Facebook Page
- Instagram Account
✅ Use Partner Access (Business Settings → Partners) to stay professional.
For Google:
- Ask the client to add you via Google Ads Manager Account (MCC)
- If you don’t use MCC, request access with your Gmail from their Google Ads dashboard
Never run client campaigns from your personal ad accounts.
Step 2: Audit the Existing Setup (If Taking Over)
Before you touch anything, look at what’s already there.
Checklist:
- Are Pixels and Tags installed properly?
- Are conversions being tracked correctly?
- Are naming conventions clear and organized?
- Are any campaigns currently active?
- Is billing information up to date?
💡 Pro tip: Take screenshots of the current setup. It shows professionalism and protects you.
Step 3: Set Up Pixel and Tracking Events
For Meta:
- Confirm that the Pixel is installed and working
- Use the Meta Pixel Helper to test it
- Set up standard events:
- PageView
- ViewContent
- AddToCart
- Lead
- Purchase
Use Google Tag Manager if the website is built with WordPress, Wix, or custom code.
For Google:
- Install Google Ads Conversion Tags
- Link to Google Analytics (GA4)
- Test with Tag Assistant Chrome extension
✅ Tracking is non-negotiable. No data = no optimization.
Step 4: Create a Clear Naming Convention
Organize your account from day one.
Campaign Names:
- [Client][Objective][Audience]_[Month]
Example: ABC_Leads_ColdTraffic_May
Ad Set Names:
- [Targeting][Placement][Budget]
Example: Lookalike1%_Auto_20$
Ad Names:
- [CreativeType][Hook][Version]
Example: Video_Testimonial_V1
This helps you stay organized, especially when testing multiple variations.
Step 5: Set a Budget Strategy
Align with the client:
- Total monthly or daily budget
- Initial test budget
- Scaling plan (how often will you increase?)
- Payment method and billing setup
Starting points:
- Small biz: $10–$30/day per campaign
- Mid-size: $50–$150/day
- Always start small, then scale what works
Step 6: Organize Audiences and Custom Assets
In Meta Business Suite:
- Create folders for Custom Audiences, Lookalikes, Saved Audiences
- Upload email lists if available
- Build audiences by:
- Website traffic
- Engagement
- Leads or purchases
- Video views
In Google:
- Use Audience Manager to create remarketing lists
- Sync audiences from Analytics or uploaded customer lists
Step 7: Set Up Creative Library
Organize the following:
- Brand logo and assets
- Ad creatives (images, videos, GIFs)
- Copy variations (headlines, primary text, CTAs)
- Format by platform (1:1, 9:16, 4:5, etc.)
Use Google Drive or Dropbox for sharing files between you and your client/team.
Step 8: Prepare the Reporting Process
Decide how you’ll report results:
- Weekly or monthly?
- Dashboard or manual reports?
- Metrics to track: CPC, CTR, CPA, ROAS, conversions
Tools:
- Google Looker Studio
- Canva (for visual reports)
- Google Sheets + UTM tracking
✅ Set expectations early: “We’ll deliver reports every Monday with performance breakdowns.”
Step 9: Check Ad Policy Compliance
Before you launch:
- Review Meta’s Ad Policy
- Avoid restricted words (you, claim, income, medical claims)
- Review Google’s ad rules, especially for finance, health, or regulated niches
You don’t want your first campaign to be disapproved—or worse, get the account flagged.
Step 10: Launch With a Plan
Once everything is in place, start with:
- 1 campaign per objective
- 2–3 ad sets per audience
- 2–4 creatives per ad set
Monitor results for 3–5 days before making optimizations.
✅ Track data from day one
✅ Communicate frequently with the client
✅ Save performance benchmarks for future reference
Preparation Builds Confidence
Getting the ad account ready is like prepping a launch pad. If everything is clean, organized, and well-structured, you’ll start stronger, scale faster, and show your clients that they’re in good hands.
