Before you create a single ad or allocate a single rupee of your client’s budget on Facebook or Instagram, you need the full picture. A structured Meta Ads client onboarding questionnaire helps you as an agency or freelancer understand exactly what the client wants, who they are targeting, what creative assets they have, and how their Meta accounts are set up, so every campaign you launch is built on solid information, not guesswork.

This questionnaire covers everything you need to gather from a new client before starting any Meta Ads work, from campaign goals and audience targeting to ad creative, budget, and account access.

Meta Ads Onboarding Questionnaire

Facebook & Instagram Advertising | Please complete before your onboarding call

• Business Name:
• Date:
• Website URL:
• Industry:
• Primary Contact:
• Email:

SECTION 1 : Business & Brand Overview

Q1. Describe your business, products, and/or services.

Q2. Who is your ideal customer? Describe your target audience in detail. Include age range, gender, location, interests, income level, behaviours, and pain points.

Q3. Which locations should your ads target?

• [ ] Specific City/Cities
• [ ] State / Region
• [ ] All India
• [ ] International

Q4. What are your top 3 competitors? (Please list their Facebook/Instagram pages or website URLs)

Q5. What is your Unique Selling Proposition (USP)? Why should people choose you over competitors?

SECTION 2 : Campaign Goals & Objectives

Q6. What is the primary goal of your Meta Ads campaign?

• [ ] Lead Generation
• [ ] Sales / Conversions
• [ ] Brand Awareness
• [ ] Traffic to Website
• [ ] App Installs
• [ ] Page Likes / Engagement
• [ ] Event Promotion
• [ ] Other

Q7. What action do you want users to take after seeing your ad?

• [ ] Fill a form / enquiry
• [ ] Make a purchase
• [ ] Call your business
• [ ] Visit your store

Q8. Do you have a landing page or specific URL for the campaign?

• [ ] Yes, existing landing page
• [ ] Yes, need a new one
• [ ] No, using homepage
• [ ] Not sure

Q9. What does success look like for you? Define your KPIs.
Examples: cost per lead, ROAS, number of purchases, reach, etc.

SECTION 3 : Budget & Timeline

Q10. What is your monthly Meta Ads budget? (ad spend only, excluding management fees)

• [ ] Under ₹10,000
• [ ] ₹10,000 to 30,000
• [ ] ₹30,000 to 75,000
• [ ] Above ₹75,000

Q11. Is your budget fixed or flexible based on performance?

• [ ] Fixed budget
• [ ] Flexible, scale if performing well
• [ ] Not sure yet
• [ ] Need your recommendation

Q12. When do you want to launch your first campaign?

• [ ] As soon as possible
• [ ] Within 2 weeks
• [ ] Next month
• [ ] Specific date, see below

Q13. Are there any seasonal peaks, promotions, or events we should plan campaigns around?

SECTION 4 : Ad Creative & Content

Q14. Do you have existing creative assets (images, videos, graphics) for ads?

• [ ] Yes, ready to use
• [ ] Yes, need editing
• [ ] No, need to create from scratch
• [ ] Partially available

Q15. What type of ad creative do you prefer or have available?

• [ ] Static image ads
• [ ] Video ads
• [ ] Carousel ads
• [ ] Stories / Reels

Q16. Describe your brand tone and voice. How should your ads communicate?

• [ ] Professional & formal
• [ ] Friendly & conversational
• [ ] Bold & energetic
• [ ] Luxury & premium

Q17. Do you have brand guidelines (logo, colours, fonts) we should follow?

• [ ] Yes, will share
• [ ] Partially, some assets available
• [ ] No, please suggest
• [ ] Not sure

Q18. Are there any messages, claims, or visuals we should AVOID in your ads?

SECTION 5 : Meta Account & Technical Setup

Q19. Do you have an existing Meta Business Manager / Ad Account?

• [ ] Yes, active account
• [ ] Yes, inactive account
• [ ] No, need to set up
• [ ] Not sure

Q20. Is the Meta Pixel installed on your website?

• [ ] Yes, verified and working
• [ ] Yes, but not sure if working
• [ ] No
• [ ] Not sure

If not installed, we will need website access to install it before launching campaigns.

Q21. Do you have a Facebook Business Page and Instagram account?

• [ ] Yes, both
• [ ] Facebook only
• [ ] Instagram only
• [ ] Neither, need to create

Q22. Do you have a product catalogue set up in Meta (for e-commerce / retargeting)?

• [ ] Yes
• [ ] No
• [ ] Not applicable
• [ ] Not sure

Q23. Have you run Meta Ads before? If yes, what worked and what did not?

• [ ] No, first time
• [ ] Yes, ran ourselves
• [ ] Yes, via another agency
• [ ] Yes, via freelancer

SECTION 6 : Audience & Targeting

Q24. Do you have a Custom Audience (existing customer list, website visitors, app users)?

• [ ] Yes, customer list available
• [ ] Yes, website traffic (Pixel data)
• [ ] No
• [ ] Not sure

Q25. Are you interested in Lookalike Audiences to reach new people similar to your existing customers?

• [ ] Yes
• [ ] No
• [ ] Not sure, explain the benefit

Q26. List any specific interests, behaviours, or demographics you want to target.
Examples: fitness enthusiasts, new parents, small business owners, age 25 to 44, etc.

Q27. Are there any audiences or demographics you want to EXCLUDE from your ads?

SECTION 7 : Access Checklist

Please share the following access before or during your onboarding call:

• Meta Business Manager, add our email as Admin or Ad Account access
• Facebook Business Page, add our email as Editor or Admin
• Instagram Account, connected to the Business Manager
• Website access, for Pixel installation (if not already set up)
• Brand assets folder, logos, images, videos, brand guide (Google Drive / WeTransfer)
• Existing customer list, CSV file (name, email, phone) for Custom Audience creation

Download the Meta Ads Client Onboarding Questionnaire

Want a ready-to-use copy of this questionnaire? We have put together a clean, printable PDF version you can share with your client before the onboarding call.

Click here to download the Meta Ads Client Onboarding Questionnaire PDF

Also Looking For Other Client Onboarding Questionnaires?

If you manage more than just Meta Ads for your clients, we have got you covered. Check out our other free onboarding questionnaires below:

• SEO Client Onboarding Questionnaire
• Google Ads Client Onboarding Questionnaire

Conclusion

A thorough Meta Ads client onboarding questionnaire is the foundation of every well-run Facebook and Instagram campaign. When you ask the right questions before starting, you eliminate confusion, set clear expectations, and build campaigns that are aligned with what the client actually wants to achieve.

From understanding the target audience and creative assets to verifying the Meta Pixel setup and getting proper account access, every section of this Meta Ads intake form plays a direct role in how well your campaigns perform. Make this your standard process for every new client you onboard and you will spend less time going back and forth and more time delivering results that grow their business.