Starting with a New PPC Client: Getting Access and Checking Settings

Taking on a new client account can be a daunting task, and is one that should be undertaken with meticulous attention to detail and process, as it is the foundation you will build your relationship with the client upon. It is important to get correct levels of access to the different platforms and establish communication channels right away. This post will briefly go over how to get access and some important settings to check during the proposal stage of working with a new client.

The POC on the client side may or may not be versed in PPC and Analytics, so it is a good approach to treat the situation as a blank slate and ensure you walk them through each step of the setup. Their main concern will most likely be to grant the bare minimum access level in order to provide a thorough proposal of work. Setting up an NDA is a good idea to put these concerns to rest and provide little to no pushback when requesting the levels of access you need.

Google Analytics

This is a great place to begin when starting to work with a new client. The client can grant you access by visiting the ‘Admin’ section within the account settings in Analytics. Remember when requesting access that it should be done at the Account level with ‘read & analyze’ access being granted.

Once you have access it is good to do a thorough sweep of the account and make sure you have permissions on anything you’d need to do related to reporting. Now is the time to catch any last minute access privileges needed.

AdWords Linking

Check that the proper AdWords account is being linked. Sometimes a client will have multiple AdWords accounts and you might not have access to the same account that is being linked to in Google Analytics. Usually, it is best to request the CID from the client then add the account manually to your MCC. The client will get a request for approval, and upon approving you should have full editing access to the account.

Enable Remarketing

Under the tracking Info setting check the data collection section and see whether or not remarketing is enabled. Just because there are remarketing campaigns and audience lists, it does not mean that this setting has been turned on so make sure to check!  


Look at what audiences have been defined within the remarketing section, it is important to understand what they are capturing and how they relate back to the client’s goals. See if there might be room to create some additional audiences, even if only for use as negative lists, or implement something newer like RLSA audience lists.  It will be important to manage and understand these lists and how they work into your remarketing efforts for the client. I would recommend first working with the client to ensure the remarketing tags are still set up on all pages you’d send traffic to, then from there you can assess their audience lists, how they will achieve the client's goals and whether you need to build new ones.

Conversion Goals

Under the view setting, you can see what goals have been created. Understand what has already been implemented and that they align well with actual business goals the client has. Going over how you might be able to improve conversion tracking with a potential client is a great discussion to have. The conversions and eventual leads are going to be the most important outcome of your PPC campaign, and you can never be too confident in your tracking and set up for conversion goals. Talk with the client so you understand their goals and then see how you can relate those back to AdWords. Phone calls, form fill outs, click-to-message, and many more methods for capturing leads are all easily set up and run through AdWords.


Connecting to client accounts on AdWords is done through an MCC (My Client Center) account and access can easily be requested once you know the customer ID of the client’s AdWords account. You can also connect MCC accounts to your agency MCC if the client happens to be using multiple AdWords accounts.

Upgraded MCC Access

In the proposal stage of working with a client, you will most likely be granted read-only access. Even if you are only consulting and not managing this client, it is still important to get edit access so you can fully deep-dive into the components of the account.  To start working on the account permissions will need to be upgraded to MCC access.

With access to the AdWords account, you can check the linked accounts setting. Verify that Google Analytics and AdWords are connected on both platforms. Being connected to only one or the other results in missing features on the unlinked platform. Now that you are connected in, you should be able to verify that the two entities are correctly set up and sharing data with each other.

Google Merchant Center

If you are pitching an e-commerce business then you will want to be aware of whether or not they have a Merchant Center and if they will be expecting you to help with the management of their product feed or just shopping campaigns within AdWords. The Google Merchant Center has a separate login and user lists that you should request if necessary. This can also be set up as a multi-client account to connect multiple Merchant Center accounts

Without going into much detail for reviewing an AdWords account, something to take note of are the existing conversions and whether they have been imported from Google Analytics or created using AdWords tracking pixels.


Connecting a BingAds account is also done through an MCC account in the accounts & billing section. In order to link to a client’s account you will need their account number which is found in their accounts & billing section. Quickly check to see if auto-tagging is enabled under the account settings, this will ensure that data is interpreted correctly in Google Analytics. Just like with AdWords, it is important to ensure you have the proper levels of access and can communicate with the client about their needs with BingAds and how you’re going to help them achieve their goals.

Conversion Goals

Now that you have access you can check for existing goals and conversions in the Shared Library section. Creating conversion goals in BingAds is very similar to creating a goal in Google Analytics. Just like with AdWords, the conversions you establish here with the client are going to be the true measure of success, so take the time to ensure you get things set up for them in a clear way that you and the client can understand.

Bing Merchant Center

If you are planning to create a shopping campaign for an e-commerce client you will need to create a store within the Bing Merchant Center and confirm URL ownership through Bing Webmaster Tools.

Social Networks

If your client is interested in advertising on any of the major social networks make sure to communicate how you will be connecting to and managing their campaigns. Similar to what we’ve already discussed, you should place heavy priority on understanding their conversion goals, and work to ensure the proper tracking is set up.


Setting up Facebook campaigns for a new client can sometimes be tricky. If they have not previously created any ad campaigns I would suggest referring them to the Business Manager page which will guide them through the relatively simple process of creating a Business Manager account. This should also be set up on your end as an agency, as it will allow you to easily request access to a new page or ad account.

Alternatively, if they have not created a Business Manager account and are currently running ads out of a single user account, it is possible to simply add users with various access levels so that they can create and manage campaigns with access to the client’s Facebook page. They can invite you to ‘Like’ the page, then give administrative access to edit and manage ads. The downside to working with clients through this method is that you will need to change your ad account view to manage campaigns for multiple clients rather than having them all in one place on your business manager account.

Once you have access to a client’s account and can manage their campaigns you should take a look at any conversion pixels that have been implemented. Facebook has developed their own Pixel Helper chrome extension that can make things easier.


In order to manage a Twitter campaign for a client, you will need to have them add your Twitter handle through the Ads interface page. Directions for doing this can be found here.

Unfortunately, this is not quite as accommodating as Facebook in that there is no way to both manage a campaign and pay for the ad spend on behalf of a client. The only way to effectively pay for ad spend that you are managing would be to add a credit card to the client’s ad account, which can be difficult when there are multiple campaigns running and some of which are not being managed by your agency. One suggestion for this problem is just billing the Twitter ad spend to your company’s main card, and then adding that amount to what you’re billing the client in the first place.  You should also be sure to check out any conversion tracking tags in the tools section and ensure that they are up to date with current campaign goals.


LinkedIn has a fairly simple advertising platform and gaining access is easily done within the recently updated campaign manager. The client will need to grant access to a LinkedIn account so you might want to consider creating an agency LinkedIn user for managing client campaigns.

Running through this quick checklist is certainly not the makings of a thorough new client proposal. However, when you first start talking to a potential new client it can be quite helpful to have a simple checklist like this to get you started. If you have anything on your initial checklist for new client proposals that I’ve left out please mention them in the comments below.

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