Starting With A New PPC Client - Getting Access & Checking Settings

Working with a new client can be quite hectic to start with. After all, there's nothing worse than having to communicate to a client that you need them to take action or grant you edit access to Google Analytics after a week or two of working together, because you assumed or maybe just overlooked the fact that a certain setting was not enabled. 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 point of contact during the proposal stage is usually not a PPC expert and does not always know what you do or do not need access to as a potential agency working on the account. 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 access.

Google Analytics

This is a great place to begin when starting to work with a new client. Remember when requesting access that it should be done at the Account level with Read & Analyze access level.

Once you have access there a few settings to check and if you are not granted edit rights after you’ve started working with the client, it is important to communicate what changes will need to be made.

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.

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 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. See if there might be room to create some additional audiences, even if only for use as negative lists. Creating these audience lists would be one of the first tasks when you start working on a new account so that they can start to build up volume.

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.


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. 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 on only one or the other results in missing features on the unlinked platform.

Google Merchant Center

If you are pitching an ecommerce 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.

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.

Bing Merchant Center

If you are planning to create a shopping campaign for an ecommerce 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.


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 users 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. 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 within 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. 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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