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Client onboarding SOP for agencies

This SOP covers the four-step process for onboarding a new client into the app — from setting up their brand profile through to launching their first campaign. The platform is designed for clients to complete setup largely themselves (self-serve), with your agency available to support and manage on their behalf where needed.

Overview

Every new client goes through the same four-step onboarding checklist. The checklist is visible in the client's workspace and tracks their progress. The four steps are:

  1. Complete their brand profile
  2. Connect their ad accounts
  3. Upload or generate at least 3 creatives
  4. Launch their first campaign

Until all four steps are checked off, the checklist remains visible in their workspace as a prompt to complete setup. Once done, it disappears and the client has a fully operational workspace.

Step 1: Complete brand profile

STEP 1 OF 4

Complete brand profile

The client fills in their Brand Context — this is the foundation for everything Platform generates on their behalf. A complete brand profile includes:

  • Business URL — Platform reads the site to understand the business, products, and tone
  • Business name and description — what they do, who they serve, and what makes them different
  • Brand language — the language for all AI-generated ad copy
  • Brand colours and fonts — used automatically in generated image creatives
  • Logo — used in branded creative templates

The more complete and accurate the brand profile, the better the AI-generated creatives and copy will be from day one.

Agency tip: You can complete or pre-fill the brand profile on behalf of the client before handing over the workspace. A complete brand context dramatically reduces the friction clients experience when they first log in.

Step 2: Connect ad accounts

STEP 2 OF 4

Connect ad accounts

The client connects the ad platforms they want to run campaigns on — Meta, Google, TikTok, LinkedIn, Spotify, etc. Each platform requires the client to authenticate and authorise access.

This is the most common point of friction in onboarding, particularly for Meta. Common issues include:

  • The client doesn't have a Facebook Business Manager account set up yet
  • Their Meta ad account has restrictions or billing issues
  • They're not the admin on the accounts and can't grant access

Meta connection is the most common onboarding blocker. If a client gets stuck on Step 2, check whether they have a Business Manager account, whether their ad account is in good standing, and whether they have the necessary admin access to authorise the connection. Be proactive — send a pre-written guide before they attempt the connection.

As the agency, you can also request access to a client's Meta Business Manager separately so that you can manage their campaigns directly from the admin view. See Request access to a client's Facebook Business Manager for how to do this.

Step 3: Upload or generate at least 3 creatives

STEP 3 OF 4

Upload or generate creatives

The client needs at least 3 creatives in their workspace before launching a campaign. They can:

  • Upload existing creative assets — images or videos they already have
  • Generate new creative using the App's AI tools — Smart Creative Templates, Product Shot, Text-to-Image, or AI Avatars
  • A mix of both — upload their brand assets and supplement with AI-generated creative

Having 3+ creatives from the start lets the platform rotate and test variations rather than relying on a single asset.

Agency tip: Generate creatives on the client's behalf before their first session. When a client logs in and sees 3–5 ready-to-use ads already in their workspace, the time-to-launch drops significantly and the experience feels more polished.

Step 4: Launch first campaign

STEP 4 OF 4

Launch first campaign

The client (or the agency on their behalf) creates and launches their first campaign. The campaign builder walks through objective, creative selection, targeting, budget, and scheduling. Once published, the campaign enters Meta's/Google's/the relevant platform's review queue and typically goes live within a few hours.

The onboarding checklist is complete once the first campaign is launched.

 

 

Recommended agency approach

The platform is designed to be self-serve — clients can complete all four steps on their own. However, as an agency, you can accelerate onboarding by completing Steps 1 and 3 (brand profile and creatives) before the client's first session. This makes the client's initial experience much smoother and reduces the chance of them getting stuck.

For Step 2 (connecting ad accounts), the client must complete the authentication themselves — they need to log in to their own Meta or Google account to authorise access. You can support them through this step via a screen share or by sending a pre-written connection guide.

Common onboarding blockers

Client is stuck on Meta connection

See Request access to a client's Facebook Business Manager for step-by-step instructions and a client checklist. The most common issues are: no Business Manager, ad account billing problems, or insufficient admin access.

Client can't find or log in to their Google Ads account

The client needs to have an active Google Ads account and know which Gmail address it's linked to. If they don't have one, they'll need to create a Google Ads account first before connecting.

Client skipped the brand context

If the brand context is incomplete, AI-generated creative will be generic and low quality. Prompt clients to complete Brand Context before generating any creative, or complete it for them from the admin view.

 

Related articles

  • Set up your agency and manage clients
  • Request access to a client's Facebook Business Manager
  • Set up brand context
  • Generate branded images and videos
  • Set up the GoHighLevel integration