Account Access and Baseline Audit (Onboarding)

Account Access and Baseline Audit (Onboarding)

1. 01

   Collect admin access to every ad account, tag container, and analytics property before quoting a retainer

   Request Google Ads, Microsoft Ads, Meta Business Manager, and GA4 access on day one. Missing tag container access is the most common reason a first optimization pass slips a full week.

2. 02

   Pull a 90-day baseline of spend, conversions, and cost per acquisition by campaign

   Export the raw numbers rather than screenshots. This baseline becomes the reference point for every performance claim made in the first quarterly review.

3. 03

   Run a wasted-spend audit and quantify the monthly dollar figure

   Platforms such as Adzooma and Adalysis generate instant audits covering disapproved ads, broken tracking, and broad-match leakage. Convert findings into a single monthly dollar number the client can act on.

4. 04

   Document the conversion tracking setup and flag every gap

   Confirm which conversion actions are primary, whether values are passed, and whether offline conversions are imported. Bidding automation inherits whatever tracking errors exist at handoff.

5. 05

   Map the client's offer, margin, and lead-quality definition to campaign structure

   A lead that never closes is not a conversion. Get the client's own definition of a qualified lead in writing before restructuring anything.

6. 06

   Set the management cadence and name the person accountable for each account

   Accounts without a named owner drift quietly. Flag any account that has seen no structural change in two weeks for immediate review.

7. 07

   Deliver a written 30-day plan with the audit findings attached

   Separate quick fixes (tracking, negatives, budget pacing) from structural work (audience hypothesis, creative testing framework) so the client sees both the immediate and the compounding value.