How to onboard a new paid search client properly
Most paid search problems that emerge at month three or six have their roots in the onboarding. Access not properly set up, goals not clearly defined, historical data not reviewed - these early gaps compound into performance problems and communication breakdowns that damage client relationships.
Onboarding is the process of establishing the foundations that allow a paid search engagement to succeed. It is not glamorous and it does not generate the quick wins that impress clients in the first month. But it is what determines whether the engagement is built on solid ground or is constantly firefighting problems that should have been addressed at the start.
Access and technical setup - week one
Get account access properly before any campaign work begins. This means direct access to the Google Ads account, Google Analytics 4, Google Search Console, and Google Merchant Center if applicable. Not read-only access in most cases - you need the ability to make changes. Verify that conversion tracking is firing correctly on all key conversion actions. Check that GA4 and Google Ads are linked. If there are tracking issues, fix them before you touch campaign settings. Starting campaign optimisation on a broken tracking foundation is building on sand.
Historical account audit - weeks one and two
Before making any changes, understand what has been done before. Review at least 12 months of historical data. What was the previous strategy? What worked and what did not? What campaigns have never delivered a conversion in the last six months? What is the actual cost per acquisition and ROAS history? This audit tells you where the genuine improvement opportunities are and prevents you from dismantling something that was working while trying to fix something that was not.
Goal alignment conversation - week two
Have an explicit conversation about goals before you make any structural recommendations. Not "what do you want from Google Ads" - that is too vague. "What is the maximum cost per qualified lead you can support based on your conversion-to-client rate and average client value?" and "What is the minimum monthly lead volume that makes paid search worthwhile for your business?" These questions require the client to think commercially about what they need, and the answers give you the parameters within which to build strategy.
First 30-day expectations setting
Explicitly communicate that the first 30 days are a learning and stabilisation phase. If structural changes are needed - and they usually are - those changes will trigger learning periods in smart bidding. Month one performance will not reflect eventual performance. Setting this expectation in writing at the start of the engagement prevents the conversation at day 25 where a client is asking why results are not better yet.
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