Client Onboarding Questionnaire: 27 Questions Every Agency Needs to Ask

Your new client just signed. The kickoff call is in two days. Your account manager needs to prepare — but the intake form you sent was a blank Google Doc.

The client opened it, stared at the cursor, and closed the tab.

Now you're stuck. You can't prepare for the kickoff call because you don't know the basics: what platforms they use, who their customers are, what success looks like. The call is in 48 hours and you're already behind.

A good intake questionnaire solves this. It collects everything you need before the kickoff call, not after. The account manager walks into the call prepared, with context, ready to discuss strategy instead of asking "so, what's your website?"

Here are the 27 questions every agency needs to ask new clients, organized by when you need them and why they matter.

The Problem with Blank Intake Forms

Most agencies send intake forms as an afterthought. A blank Google Doc. A list of bullet points in an email. A Typeform link with 15 required fields and no context.

The client sees it as homework. Another form to fill out. They put it off. When they finally sit down to complete it, they answer the minimum and move on.

The result? Your account manager walks into the kickoff call blind. They don't know the client's ad spend, their competitors, their brand voice, or what success looks like. The first 30 minutes of the call become an extended intake session — time that could have been spent on strategy.

A structured questionnaire solves this two ways:

It signals professionalism. A branded, organized questionnaire tells the client you have a process. A blank Google Doc tells them you're figuring it out as you go.
It collects the right information upfront. The questions are organized by what you need now vs. what you need later, so the client isn't overwhelmed and the account manager isn't left guessing.

The 27 Questions Organized by Category

Category 1: Business Fundamentals (Questions 1-5)

When you need these: Before the kickoff call. These are the basics your account manager needs to prepare for the first conversation.

Question 1: Legal business name and DBA (Doing Business As) Why it matters: Invoicing, contracts, and platform account setups require the exact legal name. If the client operates under a DBA, you need both names. What to look for: Match against their website footer, LinkedIn company page, and any existing ad accounts.

Question 2: Primary contact and their role Why it matters: You need to know who to contact for approvals, questions, and day-to-day communication. The primary contact isn't always the decision-maker. What to look for: Clarify if they're the day-to-day contact, the approver, or both.

Question 3: Billing contact and payment terms Why it matters: Invoices going to the wrong person cause delays. Payment terms (Net 15, Net 30, credit card on file) affect cash flow. What to look for: Confirm if billing contact is different from primary contact. Ask about purchase order requirements.

Question 4: Website and primary domain(s) Why it matters: Campaigns need accurate URLs. Multiple domains (main site, landing pages, subdomains) affect tracking setup. What to look for: Confirm the primary domain for ads. Note any additional domains for specific campaigns.

Question 5: Timezone and preferred communication hours Why it matters: Scheduling calls, setting response time expectations, and understanding when the client is available for urgent approvals. What to look for: Confirm their working hours and any blackout periods (meetings-heavy days, early Fridays, etc.).

Category 2: Current Marketing Setup (Questions 6-10)

When you need these: Before the kickoff call. Your account manager needs to understand what's already in place to plan the transition.

Question 6: Which marketing platforms are you currently using? Why it matters: Access requests, migration planning, and understanding their marketing maturity. What to look for: Meta Ads, Google Ads, GA4, LinkedIn, TikTok, Pinterest, Snapchat, YouTube, Microsoft Ads, Amazon Ads. Note which they actively use vs. have dabbled in.

Question 7: Monthly ad spend by platform Why it matters: Budget allocation tells you where to prioritize strategy. A client spending $10K/month on Meta and $500/month on Google has different needs than one splitting evenly. What to look for: Get specific numbers, not ranges. If they don't know, ask to check their credit card statements or platform billing.

Question 8: Existing ad account IDs and names Why it matters: Access requests need specific account IDs. Knowing account names helps verify you're requesting access to the right account. What to look for: Meta Ad Account ID (act_XXXXX), Google Ads Customer ID, GA4 Property ID, LinkedIn Account ID, TikTok Advertiser ID.

Question 9: Previous or current agency relationship Why it matters: Migration planning. If another agency currently manages accounts, you need to coordinate access transitions and understand what's changing hands. What to look for: Previous agency name, what they managed, why the relationship ended, and when access will be transferred.

Question 10: Current performance data (if available) Why it matters: Establishes a baseline. If the client has historical data, you can measure improvement against something concrete. What to look for: Last 90 days of performance data by platform: spend, impressions, clicks, conversions, CPA, ROAS. If unavailable, note "baseline to be established."

Category 3: Goals & Strategy (Questions 11-15)

When you need these: Before the kickoff call. These define success and should be discussed during strategy presentation.

Question 11: Primary marketing goal for the next 90 days Why it matters: Focuses strategy. "Get more leads" is different from "reduce cost per acquisition" or "launch new product." What to look for: Specific, measurable goals. Push for one primary goal, not five competing priorities.

Question 12: Target audience and customer personas Why it matters: Creative, copy, and targeting decisions depend on who the client is trying to reach. What to look for: Demographics (age, location, income), psychographics (interests, values), and behaviors (where they spend time online, how they make purchase decisions).

Question 13: Unique selling proposition (USP) Why it matters: Ad copy needs to differentiate. Understanding what makes the client different from competitors shapes messaging. What to look for: What they believe makes them different. Validate against competitor positioning.

Question 14: Key competitors Why it matters: Competitive analysis, ad copy inspiration, and audience targeting. You'll research these regardless, but knowing who the client thinks are competitors matters. What to look for: Named competitors, why the client sees them as competition, and any history (former partners, same investor, etc.).

Question 15: Success metrics and KPIs Why it matters: How you'll be measured. If the client cares about CPA, you need to know before optimizing for ROAS. What to look for: Primary KPI (CPA, ROAS, CTR, conversion rate), secondary KPIs, and how often they want reporting.

Category 4: Brand & Creative (Questions 16-20)

When you need these: Before campaign build. These inform creative development and brand consistency.

Question 16: Brand guidelines and style guide Why it matters: Maintains brand consistency across campaigns. Colors, fonts, voice, and imagery guidelines prevent off-brand creative. What to look for: Existing brand guidelines document, or if none exist, examples of on-brand and off-brand creative.

Question 17: Logo files and formats Why it matters: Platform ad requirements vary. You need PNG, SVG, and transparent background versions for different placements. What to look for: Confirm file formats available. Note if recreating or reformatting is needed.

Question 18: Creative assets available Why it matters: Determines whether you're starting from scratch or have a library to work with. What to look for: Existing images, videos, ad copy, landing pages, and any creative testing history.

Question 19: Brand voice and tone Why it matters: Copywriting needs to match the client's voice. A formal B2B brand sounds different from a playful D2C brand. What to look for: Examples of on-brand messaging from their website, emails, or social posts.

Question 20: Landing pages and conversion paths Why it matters: Campaigns need somewhere to send traffic. Understanding conversion paths helps with tracking setup and optimization. What to look for: Primary landing page URLs, form submission endpoints, and any existing conversion tracking.

Category 5: Logistics & Access (Questions 21-25)

When you need these: Immediately after contract signature. These enable you to start work.

Question 21: Platform access contacts Why it matters: The person who grants access isn't always the primary contact. Knowing who controls each platform speeds up access collection. What to look for: Separate contacts for Meta, Google, LinkedIn, etc., or confirmation that the primary contact handles all.

Question 22: Previous agency access details Why it matters: Migration planning. If a previous agency has access, you need to coordinate revocation and re-granting to avoid gaps. What to look for: Which platforms the previous agency has access to, when that access will be revoked, and any transfer logistics.

Question 23: Preferred communication channels Why it matters: Setting expectations for day-to-day communication. Email vs. Slack vs. weekly calls. What to look for: Primary communication method, response time expectations, and escalation path.

Question 24: Reporting cadence preference Why it matters: Aligning on reporting frequency upfront prevents mismatched expectations. What to look for: Weekly vs. bi-weekly vs. monthly, format preference (PDF, dashboard, live call), and what metrics matter most.

Question 25: Approval workflows Why it matters: Knowing who approves creative, budgets, and strategy changes prevents bottlenecks. What to look for: Who approves what, how long approvals typically take, and any approval thresholds (e.g., budget changes over $X require VP sign-off).

Category 6: The Questions Most Agencies Forget (Questions 26-27)

When you need these: Before the kickoff call, but often skipped. These prevent problems 30-60 days in.

Question 26: What didn't work with previous marketing efforts? Why it matters: Learning from past failures prevents repeating them. If Meta never worked for them, you need to understand why before recommending it again. What to look for: Specific campaigns or channels that failed, the client's theory on why, and whether you agree with that assessment.

Question 27: What would make you fire your agency? Why it matters: Understanding deal-breakers upfront prevents surprises. This question catches issues that wouldn't surface otherwise. What to look for: Honest answers about what would cause them to end the relationship. Common answers: lack of communication, hidden fees, no results after X months, unauthorized budget changes.

How to Use This Questionnaire

Option 1: The One-Shot Approach

Send the complete questionnaire via a branded intake form (Typeform, Content Snare, or AuthHub's intake module) immediately after contract signature. The client completes it before the kickoff call. Your account manager reviews responses and prepares for strategy discussion.

Pros: All information collected upfront, no follow-ups, professional impression. Cons: Long form, may overwhelm some clients.

Option 2: The Phased Approach

Send Categories 1, 2, and 6 (Business Fundamentals, Current Setup, and Questions Most Agencies Forget) immediately after contract signature. Send Categories 3, 4, and 5 (Goals & Strategy, Brand & Creative, and Logistics) after the kickoff call, once strategy direction is confirmed.

Pros: Shorter initial form, builds rapport through the kickoff call before asking for more detail. Cons: Requires two touchpoints, delays full information collection.

Option 3: The Hybrid Approach

Send Categories 1, 2, 5, and 6 immediately. Use Categories 3 and 4 as discussion guides during the kickoff call — the account manager fills in answers during the conversation.

Pros: Efficient, uses the kickoff call productively, ensures strategic alignment. Cons: Requires account manager to take detailed notes during the call.

The Downloadable Template

→ Download the Client Onboarding Questionnaire Template (Google Doc)

Copy the template to your agency's Google Drive, customize questions for your specific services, and start sending it to clients today.

What's included:

All 27 questions organized by category
Space for client responses (text fields, checkboxes, dropdown menus)
Internal notes column for your team
Conditional logic suggestions (which follow-up questions to ask based on responses)
Instructions for the client on how to complete each section
Export-ready: PDF, Word, or share directly with your team

Common Mistakes When Using Intake Questionnaires

Mistake 1: Sending it too late. The questionnaire should arrive immediately after contract signature, not after the kickoff call. By then, you've already wasted time that could have been spent preparing.

Mistake 2: Not reviewing before the kickoff call. The account manager should read every response before the first client conversation. Walking in blind wastes the client's time and signals unpreparedness.

Mistake 3: Treating it as homework instead of a strategic tool. The questionnaire isn't a box to check. It's the foundation for strategy. Review it, flag concerns, and use it to prepare specific questions for the kickoff call.

Mistake 4: Never updating it. As you learn more about the client, update the questionnaire. It should be a living document throughout the relationship, not a one-time form.

Mistake 5: Not customizing for the client. Some clients need more detailed questions in certain categories. A B2B SaaS client needs different questions than an e-commerce brand. Tailor the questionnaire to the engagement.

When to Skip Questions

Not every client needs all 27 questions. Here's when to streamline:

Skip Brand & Creative (Questions 16-20) if:

You're managing access only, not creative
The client has a dedicated creative team
Brand guidelines are being developed simultaneously

Skip Current Marketing Setup (Questions 6-10) if:

This is a brand-new account with no marketing history
You're the first agency they've worked with

Skip Questions 26-27 if:

The client is a repeat client (you already know the answers)
The relationship is transactional (one-off campaign, not ongoing management)

Quick Reference: All 27 Questions

#	Category	Question	When You Need It
1	Business Fundamentals	Legal business name and DBA	Before kickoff
2	Business Fundamentals	Primary contact and their role	Before kickoff
3	Business Fundamentals	Billing contact and payment terms	Before kickoff
4	Business Fundamentals	Website and primary domain(s)	Before kickoff
5	Business Fundamentals	Timezone and preferred communication hours	Before kickoff
6	Current Marketing Setup	Which marketing platforms are you using?	Before kickoff
7	Current Marketing Setup	Monthly ad spend by platform	Before kickoff
8	Current Marketing Setup	Existing ad account IDs and names	Before kickoff
9	Current Marketing Setup	Previous or current agency relationship	Before kickoff
10	Current Marketing Setup	Current performance data (if available)	Before kickoff
11	Goals & Strategy	Primary marketing goal for the next 90 days	Before kickoff
12	Goals & Strategy	Target audience and customer personas	Before kickoff
13	Goals & Strategy	Unique selling proposition (USP)	Before kickoff
14	Goals & Strategy	Key competitors	Before kickoff
15	Goals & Strategy	Success metrics and KPIs	Before kickoff
16	Brand & Creative	Brand guidelines and style guide	Before campaign build
17	Brand & Creative	Logo files and formats	Before campaign build
18	Brand & Creative	Creative assets available	Before campaign build
19	Brand & Creative	Brand voice and tone	Before campaign build
20	Brand & Creative	Landing pages and conversion paths	Before campaign build
21	Logistics & Access	Platform access contacts	Immediately after signature
22	Logistics & Access	Previous agency access details	Immediately after signature
23	Logistics & Access	Preferred communication channels	Immediately after signature
24	Logistics & Access	Reporting cadence preference	Immediately after signature
25	Logistics & Access	Approval workflows	Immediately after signature
26	Questions Most Agencies Forget	What didn't work with previous marketing?	Before kickoff
27	Questions Most Agencies Forget	What would make you fire your agency?	Before kickoff

Stop sending blank Google Docs. Stop walking into kickoff calls blind. Stop spending the first 30 minutes of every client conversation asking questions you should already know the answers to.

A structured questionnaire isn't bureaucracy — it's the difference between an account manager who's prepared and one who's scrambling.