Google Ads Client Onboarding

1. Contact details

Business / brand name

Main contact person (name and role)

Email address

Phone / WhatsApp number

Who signs off on ads and budget? (if different from above)

Best way and time to reach you

Website URL

Business address (if customers visit you)

2. Your business

Describe your business in 2–3 sentences. What do you sell, and to whom?

What industry are you in?

How long have you been in business?

Do you sell online, in-store, by phone, or a mix?

What are your business hours? (ads can run only when you can answer calls or enquiries)

Are there any busy or quiet seasons we should plan around? (e.g. Black Friday, festive season, back-to-school)

Are there any industry rules that restrict your advertising? (e.g. medical, financial, legal, alcohol, gambling)

3. Goals and conversions

What is the main thing you want people to do after clicking your ad? Tick all that apply, then star (*) the most important one.

Other (please describe)

What does success look like in 3 months? (e.g. 30 leads a month, R50,000 in online sales)

What is an average sale or customer worth to you? (Rands)

What is a customer worth over their lifetime? (repeat purchases, contracts)

Roughly what % of leads turn into paying customers?

What is the most you’re willing to pay to get one lead or one sale?

How many new leads/customers can you handle per week?

4. Target audience and locations

Describe your ideal customer (age, gender, job, income, interests, life stage)

Do you sell to consumers (B2C), businesses (B2B), or both?

Consumers (B2C)Businesses (B2B)Both

What problem does your customer have that you solve?

What words would a customer type into Google when looking for you?

Where should the ads show? (countries, provinces, cities, suburbs, or a radius around your address)

Any areas you do NOT serve or want to exclude?

What language(s) do your customers search in?

Do customers mostly find you on mobile or desktop? (if known)

Do you have customer lists (emails/phone numbers) we could use for remarketing?

YesNo

5. Products, services and offers

List the products or services you want to advertise, most important first.

Product / servicePrice or price range (R)Profit margin (High / Medium / Low)Landing page URLPriority (1 = highest)

Product / service 1Product / servicePrice or price range (R)Profit margin (High / Medium / Low)Landing page URLPriority (1 = highest)

Product / service 2Product / servicePrice or price range (R)Profit margin (High / Medium / Low)Landing page URLPriority (1 = highest)

Product / service 3Product / servicePrice or price range (R)Profit margin (High / Medium / Low)Landing page URLPriority (1 = highest)

Product / service 4Product / servicePrice or price range (R)Profit margin (High / Medium / Low)Landing page URLPriority (1 = highest)

Product / service 5Product / servicePrice or price range (R)Profit margin (High / Medium / Low)Landing page URLPriority (1 = highest)

Are there products/services you do NOT want to advertise?

Any current specials, discounts or promotions? (include start and end dates)

Do you offer free quotes, free delivery, guarantees, warranties or financing?

Do you have stock or capacity limits we should know about?

6. Competitors and positioning

Competitor nameWebsiteWhat they do better / worse than you

Competitor 1Competitor nameWebsiteWhat they do better / worse than you

Competitor 2Competitor nameWebsiteWhat they do better / worse than you

Competitor 3Competitor nameWebsiteWhat they do better / worse than you

Why should a customer choose you over these competitors? (your unique selling points)

What do customers praise you for most? (reviews, testimonials)

Any awards, certifications, years of experience or client numbers we can mention?

Can we bid on competitor brand names?

YesNo

7. Budget and timing

This budget is the amount paid to Google for clicks, separate from our management fee.

Monthly ad spend budget (R)

Is the budget fixed, or can it grow if results are good?

Should budget be split across products, locations or services? How?

Who pays Google: your own card on the account, or invoiced through us?

My own card on the accountInvoiced through you

Desired launch date

Is this an ongoing campaign or for a set period? (if set, give end date)

Should ads run 24/7 or only at certain days and times?

8. Keywords and searches

List 10–20 phrases you think customers search for to find what you sell

Are there words that bring the WRONG customers? (e.g. “free”, “jobs”, “DIY”, “cheap”, “second-hand”)

Should we advertise on your own brand name? (protects you from competitors bidding on it)

Are there brand names or product names you sell that people search for?

9. Website, landing pages and tracking

What platform is your website built on? (WordPress, Shopify, Wix, Squarespace, custom, other)

Who manages your website? (name and contact)

Can we (or your developer) add tracking code to the site?

YesNo

Do you have a thank-you page after a form is submitted or an order placed? (URL)

Do you use Google Analytics 4?

YesNoNot sure

Do you use Google Tag Manager?

YesNoNot sure

Is a call-tracking number OK, or must ads show only your main number?

Do you use a CRM or booking system? (e.g. HubSpot, Zoho, Calendly)

Is your website mobile-friendly and does it load quickly?

Do you have a privacy policy and cookie notice on your website? (needed for remarketing and POPIA)

10. Account access

Please don’t put passwords in this form. We’ll send access requests to the email you give us; you simply accept them.

AccountDo you have one? (Yes / No / Not sure)Login email or account ID

Google Ads (10-digit customer ID)Do you have one? (Yes / No / Not sure)Login email or account ID

Google Analytics 4Do you have one? (Yes / No / Not sure)Login email or account ID

Google Tag ManagerDo you have one? (Yes / No / Not sure)Login email or account ID

Google Business Profile (Maps listing)Do you have one? (Yes / No / Not sure)Login email or account ID

Google Search ConsoleDo you have one? (Yes / No / Not sure)Login email or account ID

Google Merchant Center (online stores only)Do you have one? (Yes / No / Not sure)Login email or account ID

YouTube channelDo you have one? (Yes / No / Not sure)Login email or account ID

11. Ad copy, brand and creative

How should your ads sound? (e.g. professional, friendly, premium, urgent, playful)

Key phrases, slogans or taglines you want used

Words, claims or topics we must NEVER use

Do ads need your approval before going live?

YesNo

Do you have a logo? (please share a high-resolution file, square and landscape if possible)

Brand colours and fonts (hex codes if known)

Do you have product photos, team photos or lifestyle images we can use? (link to a folder)

Do you have any videos we can use? (link)

Customer reviews or testimonials we may quote (link to Google reviews or paste below)

12. Where your ads can appear

Tick the places you’re interested in. Not sure? Leave blank and we’ll recommend based on your goals and budget.

Google Search: text ads when people search for what you sellGoogle Maps / Local: for customers near your shop or officeShopping: product ads with photos and prices (online stores)Display: banner ads on websites and appsYouTube: video adsRemarketing: ads that follow up with people who already visited your sitePerformance Max: one campaign across all Google channels, run by Google’s automation

Online stores only

How many products are in your store?

Do you have a product feed or Merchant Center set up?

Delivery areas, costs and return policy

13. Past advertising

Have you run Google Ads before? If yes, when, and who managed it?

What worked well?

What didn’t work, and why do you think so?

Roughly what did you spend per month, and what results did you get?

Has your Google Ads account ever been suspended or had ads disapproved?

Other marketing you’re running now (Facebook/Instagram, SEO, radio, print, email)

Where do most of your current customers come from?

14. Reporting and sign-off

How often would you like reports? (weekly, fortnightly, monthly)

Which numbers matter most to you? (leads, calls, sales, cost per lead, return on ad spend)

Who should receive the reports? (names and emails)

Would you like a regular review call? How often?

Anything else we should know before we start?

Completed by:

Date:

Google Ads Client Onboarding Questionnaire

1. Contact details

2. Your business

3. Goals and conversions

4. Target audience and locations

5. Products, services and offers

6. Competitors and positioning

7. Budget and timing

8. Keywords and searches

9. Website, landing pages and tracking

10. Account access

11. Ad copy, brand and creative

12. Where your ads can appear

Online stores only

13. Past advertising

14. Reporting and sign-off