Agency Client Onboarding Template
The 12 questions every agency should ask before launching campaigns. Saves 4-6 weeks of back-and-forth and prevents the ‘why didn’t you ask me that earlier’ conversation.
Print or save as PDF using your browser’s built-in print menu (Cmd/Ctrl + P).
This intake template assumes a brand-new client engagement. Used as a 60-minute kick-off conversation, it surfaces the things that derail the first 90 days of a partnership: unclear margins, unspoken brand-safety rules, missing access to tools, and approval workflows that nobody documented.
Print to PDF (Cmd/Ctrl + P) and bring to your kickoff. Save the answers as a living document the team can reference.
Business basics
- What does the business actually sell? (Product, service, plan tiers, AOV)
- Who is the target customer? Ideal demographics + psychographics + jobs-to-be-done.
- What's the gross margin per unit / per customer?
This drives target CPA and break-even ROAS.
- Average customer lifespan + repeat purchase rate (or lifetime value if known).
Goals + constraints
- Primary goal for the next 90 days? (Brand awareness / lead gen / direct revenue / retention)
- Top 3 KPIs that get the team promoted internally.
- Hard constraints: max CPA, minimum ROAS, monthly budget cap, channels off-limits.
- Brand-safety rules: words / topics / competitors we can’t mention.
Existing assets + data
- Brand guidelines (PDF, Figma, written doc — anything documented).
- Current creative library: photos, videos, copy banks.
- Read access to: Google Ads, GA4, Search Console, Meta Ads Manager (or equivalents).
- Last 90 days of performance data exported (or shared via tool integration).
Stakeholder + comms
- Primary contact + escalation contact + final approval contact.
- Cadence: weekly check-in? Monthly stakeholder report? Slack channel?
- Approval workflow for new ads / new keywords / budget shifts >X%.