How to Set Up a New Client for Google AdWords?

How to Set Up a New Client for Google Ads (Step-by-Step Onboarding) 

If you’re managing Google Ads for clients, you’ve probably wondered: 
Do clients need to give written permission to advertise their site? 

The short answer: No, not technically. 
But if you want to be professional, protected, and scalable, here’s the right way to onboard a new client. 

Step 1: Always Start With a Clear Agreement 

Too many consultants just “wing it” with verbal confirmations or email chains. 

Instead: 

• Create a simple agreement (even if it’s not a legal-heavy doc) 
• Include what services you’re providing 
• Outline the goals and expectations 
• Mention any limitations—like “what if the results don’t come?” or “is there a refund policy?” 

Having a signed document builds trust and clarity right away. 

As you grow, it’s smart to invest in a proper legal agreement, especially to protect both you and your client long-term. 

Step 2: Lock in the Budget (Separately) 

Budget should be handled outside of the contract. Why? 

Because: 

• Budget may change month to month 
• You want flexibility 
• It doesn’t need to be a “set in stone” clause 

Instead, confirm budget via email: 

• “Here’s what we’re spending this month” 
• “Can you confirm?” 
• ✅ Client replies: “Yes” 

Done. It’s simple and effective. 

Step 3: Account Access and Ownership 

If the account is the client’s (which it should be), then: 

• They should own the account 
• You should be added as a manager 
• They retain full visibility and access 

This builds transparency and ensures the client can see performance, spend, and account history—regardless of who’s managing it in the future. 

Final Thoughts 

Onboarding a new client for Google Ads isn’t just about pushing campaigns live—it’s about setting clear boundaries and communication from day one. 

To recap: 

1. ✅ Get a signed agreement outlining responsibilities and limitations 
2. ✅ Confirm budget via email for flexibility 
3. ✅ Ensure client owns the account, and you have access as manager 

This keeps your client relationships clean, professional, and scalable—so everyone’s aligned and protected.