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As a digital marketer with over several years of experience, I’ve learned that successful Facebook Ads campaigns don’t start with a great ad – they start with understanding the client. A well-structured client onboarding questionnaire is the foundation for running campaigns that deliver results. It ensures clear communication, sets expectations, and provides all the information needed to align strategies with business goals.
If you’re looking to onboard clients for Facebook Ads services, this guide will help you design an onboarding questionnaire that’s both professional and thorough. Below, I’ve shared the key sections you should include, along with examples of essential questions to ask.
1. Business Overview
- What is your company name and website URL?
- Can you provide a brief overview of your business and its core offerings?
- What sets your business apart from competitors (Unique Selling Proposition)?
- Who are your primary competitors?
- What are your business’s biggest challenges or pain points?
2. Campaign Goals
- What are the primary objectives of this Meta Ads campaign? (e.g., lead generation, e-commerce sales, brand awareness, app installs, foot traffic)
- Are there specific products, services, or campaigns you’d like to prioritize?
- Do you have specific KPIs or metrics to measure success?
- What is your monthly or total budget for Meta Ads?
3. Target Audience
- Who is your target audience?
- Demographics: Age, gender, income level, languages
- Geographics: Locations to target (specific cities, regions, or countries)
- Psychographics: Interests, hobbies, behaviors, or buying habits
- What problems does your target audience face that your product/service solves?
- Do you want to exclude any specific audiences?
4. Product or Service Details
- What products or services will be promoted in this campaign?
- Are there specific offers, discounts, or promotions you’d like to highlight?
- What are your top-performing products/services, and why?
- Do you have testimonials, reviews, or case studies that can be used in ads?
5. Current Marketing Efforts
- Are you currently running any Meta Ads campaigns?
- If yes, what’s working well, and what challenges have you faced?
- Have you previously worked with an agency or freelancer for Meta Ads?
- What other marketing channels are you using? (e.g., social media, email marketing, SEO)
- Do you have Meta pixel installed on your website?
6. Landing Pages and Assets
- What landing pages will be used for the campaign?
- Are these pages optimized for conversions (e.g., fast loading, mobile-friendly, clear CTAs)?
- Do you need help creating or improving landing pages?
- Do you have brand guidelines (e.g., colors, fonts, tone of voice)?
- Are there specific design styles or messaging you’d like to include in your ads?
7. Tracking and Reporting
- Do you have conversion tracking set up in Meta ads?
- What actions do you want to track as conversions? (e.g., form submissions, purchases, phone calls)
- Are there any other tools you use to track performance? (e.g., CRM systems, third-party analytics)
8. Competitor Insights
- Are there any competitors whose ads you admire?
- Are there competitors you’d like to outbid or rank above in search results?
- Have you done any competitive research? If yes, please share insights.
9. Compliance and Approvals
- Are there any legal or compliance considerations to account for?
- Who will be responsible for reviewing and approving ads?
10. Additional Notes
- Are there any other specific details or preferences we should consider?
- Do you have a point of contact for campaign updates or questions?
- Is there anything else you’d like to share to help us create successful campaigns?
Account Setup & Access Checklists
- Facebook Business Portfolio Access
- Instagram Account
- Google Analytics
- Google Tag Manager
- Website Admin Access
Facebook Ads Assets Sizes
Image Creative: PNG/JPG – Atleast 5 creative images in mentioned all sizes
- 1080 x 1080 pixels (Square)
- 1080 x 1920 pixels (Vertical)
- 1200 x 628 pixels (Horizontal)
Video: (MP4)
- 1080 x 1080 pixels (Square)
- 1080 x 1920 pixels (Vertical)
- 1200 x 628 pixels (Horizontal)
Conclusion
Remember, the goal of the onboarding process is not just to gather information but to position yourself as a partner invested in your client’s success. Whether you’re a freelancer, part of an agency, or managing ads for your own business, this questionnaire can help you create campaigns that deliver results and long-term value.
If you’d like to learn more about optimizing your onboarding process or need help with your Facebook Ads strategy, feel free to get in touch with me. Let’s work together to make your campaigns a success!
