Meta Ads Client Account Setup and Launch

SOP: Meta Ads Client Account Setup and Launch

Last Updated: 2026-07-07
Owner: Paid Ads Specialist
Status: Needs Review

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What

This SOP covers the standard way Tekton sets up Meta Ads for a client: access, Business Portfolio checks, ad account/billing ownership, Pixel or dataset tracking, lead form and GHL routing, campaign build, launch approval, and post-launch monitoring.

The clean agency setup is partner access to the client’s business assets, not running client spend through a random personal profile or an agency-owned ad account unless Nick approves that exception. Meta’s own help docs describe adding an agency as a business partner and sharing assets like Pages, ad accounts, pixels/datasets, and catalogs through Business Settings.

Use this when a client is starting Facebook or Instagram ads, when Tekton takes over an existing ad account, or when a paused campaign needs to be rebuilt correctly before launch.

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Who owns it

Paid Ads Specialist owns the Meta setup and campaign build.

Supporting roles:

• CSM: gets client approvals, budget confirmation, access requests, and launch approval.
• GoHighLevel Specialist: verifies lead routing, notifications, pipeline/source fields, and test lead delivery.
• Website Specialist: installs or verifies Pixel/dataset scripts, landing page URL, privacy policy, and thank-you pages when needed.
• Ops Lead / Nick: approves launch, budgets, unusual ownership setups, and any spend-affecting change.

Escalation path: Paid Ads Specialist → CSM → Ops Lead → Nick.

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Steps

1. Confirm the advertising plan before requesting access

Collect the minimum setup packet:

• Client business name and website.
• Facebook Page and Instagram account, if applicable.
• Client Business Portfolio / Business Manager ID.
• Existing ad account ID, if one exists.
• Monthly or daily budget approved by the client.
• Offer to promote.
• Target service area.
• Lead destination: Instant Form, landing page, Messenger, call, or booked-call funnel.
• CRM destination: GHL location, pipeline, notification users, and speed-to-lead owner.
• Required legal URLs: privacy policy at minimum for Instant Forms.

Do not build campaigns from vague direction like “run some Facebook ads.” Ads need a defined offer, budget, geography, and lead handling path.

2. Choose the correct account ownership model

Default model:

1. Client owns their Business Portfolio.
2. Client owns or creates their ad account.
3. Client’s payment method funds the ad account.
4. Tekton gets partner access to the needed assets.
5. Tekton manages campaigns inside the client-owned ad account.

Why this is the default:

• The client keeps ownership of their Page, ad account, Pixel/dataset, and historical data.
• Billing stays separated by client.
• Tekton can be removed later without asset custody problems.
• Reporting and compliance stay tied to the client’s business.

Only use an agency-owned ad account when Nick approves the exception and the billing/ownership risk is understood.

3. Request partner access through Meta Business Settings

Have the client add Tekton as a partner or have Tekton request access from its Business Portfolio. Use the dedicated Meta Business Partner Access Setup SOP for the exact client-side sharing, Tekton-side user assignment, and access verification process.

Minimum assets Tekton usually needs:

• Facebook Page access.
• Instagram account access, when ads will run on IG or use IG identity.
• Ad account access.
• Pixel/dataset access.
• Lead form access or Page lead access for Instant Forms.
• Domain access, if conversion tracking or domain verification is needed.

Recommended permission posture:

• Ask for only the access needed to build and manage ads.
• Avoid asking for full business control unless there is a clear reason.
• Do not ask for ownership transfer of client assets.
• Do not use a teammate’s personal profile as the operating setup.

Reference sources:

• Meta Business Help: Add partners to Business Manager / Business Portfolio.
• Meta Business Help: Give a partner access to business assets.

4. Verify the ad account is usable

Before campaign build, confirm:

• Ad account is visible in Tekton’s Meta Business tools.
• Ad account status is active, not disabled, restricted, or pending verification.
• Currency and time zone are correct.
• Payment method is active.
• Spend limit, if any, will not block launch.
• Page and Instagram identity are available inside Ads Manager.
• Business verification or Page restrictions are not blocking lead ads.
• Previous agencies or people with unnecessary access are identified for client cleanup.

If billing is missing, stop and send the CSM/client a billing request. Do not launch with Tekton’s card unless Nick approves.

5. Set up or verify tracking

For Instant Form lead ads, tracking is mostly about lead delivery and attribution.

For landing page or booked-call campaigns, verify:

• Pixel or dataset exists and is owned by the client or correctly shared.
• Pixel/dataset is connected to the ad account.
• Website has Pixel installed or events are sent through GTM/CAPI.
• PageView fires on the landing page.
• Lead fires only when real contact info is captured.
• Schedule, BookedCall, or equivalent event fires only after a booked call, if used.
• Domain is verified when Meta requires it for event configuration.
• UTMs are planned before launch.

Do not call landing page views “leads.” Keep LPVs, form leads, booked calls, qualified leads, and sold jobs separate.

6. Build the campaign structure

For local-service lead generation, default to a simple lead test:

Client Lead Campaign
- Ad Set 1: Service / Angle A
  - Ad 1: dedicated creative and copy for Angle A
- Ad Set 2: Service / Angle B
  - Ad 1: dedicated creative and copy for Angle B

Default campaign guidance:

• Objective: Leads, unless the approved strategy says otherwise.
• Destination: Instant Form when the goal is fast lead capture and simpler tracking.
• Form type: Higher Intent when quality matters.
• CTA: usually Get Quote for contractor estimate requests.
• Geography: real service area only. Avoid broad expansion that sends spend outside practical service radius.
• Budget: match the approved client budget. Do not improvise.
• Status: keep campaigns, ad sets, and ads off until QA and approval are complete.

7. Build the Instant Form or landing page path

For Instant Forms:

• Form name includes client, offer/service, and date/version.
• Intro matches the ad offer.
• Questions collect enough info to qualify the job without killing conversion.
• Contact fields include name, phone, email, and any required project fields.
• Privacy policy URL loads a real policy page.
• Completion screen tells the lead what happens next.
• CTA matches the offer, usually Get Quote / Request Estimate.

For landing pages:

• URL is live and mobile usable.
• Form or booking path works.
• Privacy policy and SMS consent are present when needed.
• Page loads fast enough for mobile traffic.
• Thank-you page or event path is known.

8. Connect and test GHL lead routing

Before launch, the GHL Specialist verifies:

• Facebook Lead Ads integration is connected to the correct client location.
• Correct Page and Instant Form are mapped.
• Lead fields map to native GHL fields or known custom fields.
• Source is tagged clearly, for example Meta Instant Form - [Offer].
• Pipeline/opportunity creation is correct, if used.
• Notification goes to the right person/team.
• Speed-to-lead expectation is documented.
• Test lead lands in GHL with no missing phone/email/project fields.

Use the Meta Lead Ads Testing Tool when possible. If the test tool does not populate a field exactly like a real mobile preview, schedule a controlled live preview/test before launch.

9. QA the build before asking for launch approval

Paid Ads Specialist checks:

• Correct client ad account.
• Correct campaign objective.
• Correct Page and Instagram identity.
• Correct campaign/ad set/ad names.
• Correct geography and service radius.
• Audience expansion is off when local service area control matters.
• Budget matches approval.
• Ads are paused/off before approval.
• Copy is accurate and not making unsupported claims.
• Creative is client-approved or sourced correctly.
• Form questions and privacy policy are correct.
• GHL test lead verified.
• Tracking/UTMs verified, if using a landing page.

10. Send the approval packet

Send a short packet to Nick/Ops/CSM before launch:

## Meta Ads Launch Approval Packet
Client: [client]
Ad account: [name + ID]
Campaign: [name]
Objective: [Leads / other]
Budget: [$X/day or $X/month]
Geography: [service area]
Offer: [offer]
Destination: [Instant Form / landing page URL]
Lead routing: [GHL location + workflow/pipeline + notification owner]
Test lead: [verified / blocker]
Tracking: [Pixel/dataset/Event/UTM status]
Assets: [creative source + approval status]
Launch action requested: Turn on [campaign/ad sets/ads] at [budget]
Risks/blockers: [none / list]

Required approval language for launch:

APPROVE LAUNCH META ADS FOR [CLIENT] AT [BUDGET]

Do not accept vague approval like “looks good,” “go for it,” or “ship it” for launch.

11. Launch only after scoped approval

After approval:

1. Turn on only the approved campaign/ad sets/ads.
2. Confirm budget did not change from the approved packet.
3. Confirm status is active or in review.
4. Save a screenshot or note with the launch time.
5. Notify the launch thread with the exact objects launched.

Do not edit budget, targeting, creative, URL, Pixel events, or GHL automation during launch unless it was in the approval packet.

12. Monitor after launch

First 24-72 hours:

• Confirm delivery starts.
• Watch spend pacing.
• Check disapprovals or learning issues.
• Confirm leads flow into GHL.
• Confirm lead quality feedback from client/CSM.

First 7-14 days:

• Report spend, leads, CPL, booked appointments/estimates, and qualitative lead quality.
• Tekton’s current simple refresh trigger: CPL above $50 once there is enough spend/data to judge.
• For spend near or above $50 with zero leads, treat it as a refresh priority, not a math debate.

Do not automatically pause, increase budget, or rebuild creative without approval.

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Definition of done

A Meta Ads client setup is done when:

• Tekton has proper partner access, not a messy personal-profile workaround.
• Client ad account ownership and billing are clear.
• Page/IG/ad account/Pixel or dataset assets are connected.
• Campaign, ad sets, ads, form/landing page, budget, and service area match the approved plan.
• GHL lead routing has been tested.
• Launch approval packet was sent.
• Exact launch approval was received before activation.
• Campaign launched only within approved scope.
• Post-launch monitoring confirms spend and leads are being checked.

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Common mistakes to avoid

• Running client ads from a personal ad account.
• Letting Tekton own client assets by accident.
• Launching before billing is confirmed.
• Calling LPVs “leads” in reporting.
• Building ads before lead routing is tested.
• Letting Meta expand delivery outside a practical local service area.
• Accepting vague approval for spend-affecting actions.
• Changing budgets, forms, URLs, or events during launch without scoped approval.

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Quick high-level sequence

1. Confirm offer, budget, service area, and lead destination.
2. Get client-owned Meta assets shared to Tekton by partner access.
3. Verify ad account, billing, Page/IG, Pixel/dataset, and domain/tracking.
4. Build a simple lead campaign with paused ads.
5. Build Instant Form or landing page path.
6. Connect and test GHL lead routing.
7. QA campaign, creative, geography, form, budget, and tracking.
8. Send approval packet.
9. Launch only after exact approval.
10. Monitor delivery, leads, CPL, booked estimates, and lead quality.