Facebook Ads Onboarding Questionnaire Template (For Agencies)

Quick Answer

A bad onboarding = wasted Week 1 = clients churning before they see results. Use this 47-question template to get everything you need on Day 1, not Day 14.

Send as a Google Form or Notion doc. Don't book the kickoff call until they fill it out.

Section 1: The Business

1. Company name
2. Website URL
3. What you sell (1 sentence)
4. How long you've been in business
5. Annual revenue (rough range)
6. Number of employees
7. Office locations / target geography

Section 2: The Audience

8. Who is your ideal customer? (1 paragraph)
9. What's their typical age range?
10. Gender split of your customers (rough %)
11. Their job title or role
12. Their annual income (rough)
13. Where do they hang out online?
14. What other brands do they buy from?
15. Customer testimonials we can use (link to 5-10)

Section 3: The Offer

16. What product/service are we promoting?
17. Price point
18. What problem does it solve?
19. What's your guarantee/return policy?
20. Are there any limited-time offers we can use?
21. What's the average order value?
22. What's your typical CAC?
23. What's your customer LTV (rough)?
24. What's a "great" CPA for this offer?

Section 4: Current Marketing

25. Are you running ads now? Where?
26. Monthly ad budget across all channels
27. Best-performing channel currently
28. Worst-performing channel currently
29. Have you run Facebook ads before? Results?
30. Reason you stopped/switched (if applicable)
31. What's your current monthly Facebook budget?

Section 5: Tracking & Tech

32. Is the Meta Pixel installed?
33. Are conversion events firing?
34. Is the Conversion API set up?
35. What e-comm platform are you on? (Shopify, WooCommerce, etc.)
36. CRM in use? (HubSpot, Pipedrive, etc.)
37. Email tool in use? (Klaviyo, Mailchimp, etc.)
38. Analytics setup? (GA4, Mixpanel, etc.)
39. Domain verified in Business Manager?
40. Aggregated Event Measurement priority set?

Section 6: Access & Assets

41. Are you ready to grant Business Manager admin access?
42. Where do you store creative assets? (Drive, Dropbox)
43. Do you have approved brand guidelines?
44. Do you have product photos? (link)
45. Do you have video footage? (link)
46. Approved logos + brand colors? (link)
47. Who is the final approver on creative?

Bonus: Goals + Constraints

48. What does success look like in 30 days?
49. What does success look like in 90 days?
50. What's a deal-breaker that would make you leave?
51. Anything legal/compliance we need to know?
52. Topics or claims we CANNOT make in copy?

What To Do With The Answers

Read the whole thing before the kickoff. Don't ask them what they already wrote.
Build your strategy doc from this. Their answers ARE your brief.
Cite their answers in proposals. "You said X — here's how we'll address it."
Save it. When they ask "what's our CAC target?" 3 months in, you have it written down.

Email Template To Send With This

Subject: Onboarding form — [Client Name]

Hey [Name],

Excited to get rolling. Before our kickoff call, please fill out this form: [LINK]

It takes about 15-20 minutes. The more detail you give, the faster we can launch and the better our first campaigns will be.

Once it's submitted, I'll review and we'll book the kickoff to walk through the strategy.

Thanks,
[Your name]

Auto-Onboard Clients With Pix-Vu

Pix-Vu has a built-in onboarding flow that asks the client these questions, then auto-builds the first ads, audiences, and campaign structure based on their answers. Your kickoff goes from "discovery" to "approval" — saves a week per client.

Onboard clients faster with Pix-Vu →