Agency Media Buyer Onboarding Checklist
Everything a small business owner needs to onboard a agency media buyer from Day 1 through their first 90 days. Customizable for your company size and work setup.
Last updated May 19, 2026 • By Pro Sulum • Free to use, no signup
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Day 1: Complete all required admin, secure core systems access, and ensure the new hire can start working safely and productively from day one (remote).
- Send and complete employment onboarding paperwork (offer acceptance, tax forms, policy acknowledgements) — HR emails the full onboarding packet (offer letter acceptance, W-4/appropriate local tax form, I-9/equivalent where applicable, direct deposit form, employee handbook/policies acknowledgements). New hire completes all items in the HRIS by end of day; HR confirms status and flags anything missing. critical
- Provision remote hardware and connectivity logistics — IT ships/arranges any required equipment (laptop, monitor, headset, webcam). HR/IT schedules delivery window and provides a pickup/return plan. New hire confirms receipt and runs a basic setup checklist (power, peripherals, internet test). critical
- Create accounts and grant role-based access (email, HRIS, project tools) — IT provisions: company email, SSO login, HRIS access, Slack/Teams, project management tool (e.g., Asana/Jira/Trello), shared drives, and reporting dashboards access that the role needs. Manager confirms access list before provisioning; IT verifies login success with the new hire. critical
- Set up security basics: MFA, password manager, endpoint protection — IT enables MFA on all accounts, installs/activates endpoint security/EDR, configures VPN (if required), and sets up a password manager. New hire completes security training attestation and confirms devices are compliant. critical
- Complete marketing agency compliance & data handling training (privacy, tracking, advertising policies) — HR or Compliance/Legal provides mandatory training modules covering: privacy basics (e.g., GDPR/CCPA principles as applicable), consent and cookie/tracking expectations, ad platform policy adherence (Meta/Google/TikTok/LinkedIn), and internal data handling rules. New hire finishes quizzes/attestations. critical
- Virtual welcome meeting with HR + introductions to key stakeholders — HR hosts a 30–45 minute video call: company mission, org structure, communication norms, and introductions to Manager, Finance/Operations (if relevant), Creative/Design, Analytics, and Account/Client Success. New hire shares background and availability preferences. important
- Buddy check-in and communication channel setup — Buddy invites the new hire to relevant Slack/Teams channels, shares team norms (response times, meeting cadence), and schedules a 15-minute check-in for the end of Day 1. Buddy provides a quick “how we work” doc/link. important
- Manager-led role kickoff: responsibilities, KPIs, and initial target accounts — Manager reviews the agency media buying workflow (brief intake → campaign setup → launch checklist → optimization cadence → reporting), initial KPIs (e.g., CPA/ROAS, CTR, CPL, spend pacing), and assigns first accounts/campaigns to work on. Manager and new hire agree on Week 1 priorities and communication cadence. critical
Week 1: Build working knowledge of the agency’s media buying stack, processes, and reporting, and complete hands-on setup for assigned campaigns.
- Connect and verify ad account access (platforms) — Manager/IT grants access to the required ad platforms for assigned accounts (e.g., Meta Business Manager, Google Ads, TikTok, LinkedIn). New hire logs in, confirms permissions (view/edit), and verifies ability to create/edit campaigns within guardrails. critical
- Set up tracking and measurement workflow (pixels/tags, conversions, dashboards) — Analytics/Manager provides the tracking standard: pixel/Conversions API where applicable, UTM conventions, event naming, and attribution approach. New hire validates that tracking is firing on test pages (where feasible) and confirms reporting dashboard access (Looker/Tableau/agency reporting sheet). critical
- Platform training: ad buying fundamentals and internal playbooks — New hire completes internal trainings for each platform they will use (campaign structure, audiences, bidding strategies, creative testing approach, negative keywords/placements, budget pacing). Manager assigns specific modules/videos and confirms completion. important
- Learn agency workflow: intake, launch checklist, QA, and optimization cadence — Manager shares and reviews the agency’s media buying SOPs (brief template, launch checklist, QA steps, compliance checks, and weekly optimization process). New hire completes a practice run using a sample campaign brief and submits for feedback. critical
- Shadow campaign operations for assigned accounts (daily/weekly tasks) — New hire shadows the optimization routine: reviewing spend pacing, learning phase status, audience/placement performance, and ad fatigue indicators. New hire documents what they observe in a shared template and identifies 2–3 hypotheses for improvement. important
- Create a personal optimization plan for first campaigns — Using historical data and current goals, new hire drafts an optimization plan (target metrics, audience strategy, bidding approach, testing schedule, and reporting cadence). Manager reviews and approves before execution. important
- Attend internal standups and cross-functional syncs — New hire joins relevant meetings (media planning/creative sync, analytics/reporting review, client ops) and introduces themselves. Buddy ensures the new hire knows which meetings require preparation and what “good participation” looks like. important
- Confirm remote work logistics and expense rules — HR shares remote work policy: equipment care, internet/phone reimbursement (if any), expense submission process, and expense approval workflow. New hire completes any required forms and confirms understanding. nice-to-have
Month 1: Deliver measurable improvements on live campaigns, demonstrate proficiency with tracking/reporting, and operate independently within the agency’s media buying process.
- Take ownership of a defined campaign set with clear guardrails — Manager assigns ownership for 1–2 campaign sets (or a portion of multiple accounts) with specific budgets and KPI targets. New hire confirms constraints (brand, compliance, bidding caps, audience restrictions) and gets approval to make changes within agreed limits. critical
- Run end-to-end campaign setup for a new test (QA included) — New hire creates or updates a campaign using the agency launch checklist: naming conventions, UTMs, audience setup, placements, bidding settings, ad copy/creative approvals workflow, and conversion tracking verification. Submit QA checklist and launch for manager approval. critical
- Advanced measurement training: attribution, incrementality considerations, and reporting standards — Analytics/Manager reviews how the agency interprets performance (attribution model nuances, blended metrics, reporting timelines, and common discrepancies). New hire completes a short assessment and applies it to a sample report draft. important
- Produce first independent performance report (client-ready format) — New hire drafts a weekly/monthly report using the agency template: spend/pacing, KPIs, learnings, tests run, next actions, and recommendations. Manager reviews for accuracy, clarity, and compliance with client standards. critical
- Present learnings in a team optimization review — New hire presents a 10–15 minute update: what changed, why, results so far, and next tests. Buddy supports with rehearsal and feedback. Manager ensures actionable next steps are documented. important
- Refine automation and workflow tools (templates, reporting sheets, alerts) — New hire improves efficiency by creating/maintaining templates (e.g., test plan, QA checklist, reporting summary) and setting up alerts/check-in routines (e.g., spend pacing thresholds, conversion drops). Submit a brief “what I changed” note to the team. nice-to-have
- Complete any additional mandatory trainings for marketing compliance (as applicable) — HR checks for any outstanding compliance requirements based on client types and jurisdictions (e.g., ad disclosures, regulated industries guidance if applicable). New hire completes remaining modules and attestations. important
- Feedback loop check-in: 30-day performance and support needs — Manager conducts a structured feedback session (what’s going well, blockers, training gaps, and workload balance). New hire and manager agree on adjustments for the next 30–60 days. critical
90 Days: Demonstrate sustained independent performance, mastery of the media buying workflow and measurement, and readiness to scale ownership across accounts with minimal supervision.
- Own a broader scope of accounts or budget with documented results — Manager expands ownership (additional campaign sets/accounts or increased budget responsibility). New hire targets specific KPI improvements and demonstrates progress with before/after comparisons and test documentation. critical
- Deliver a quarterly test roadmap and optimization strategy — New hire builds a 30–90 day roadmap: test themes (audiences/creatives/placements/bidding), expected impact, measurement plan, and resourcing needs. Manager reviews and signs off; roadmap is used as the working plan. critical
- Complete internal certification/assessment for media buying proficiency (if available) — New hire completes any formal internal assessment or “certification” covering platform best practices, tracking standards, and compliance. If no formal certification exists, manager runs a structured skills review and documents outcomes. important
- Standardize reporting and ensure data integrity checks run reliably — New hire implements or maintains a repeatable reporting workflow with sanity checks (spend vs. conversions alignment, missing events detection, dashboard refresh validation). Provide a short runbook so others can follow if needed. important
- Cross-functional collaboration: co-plan with Creative/Design and Analytics — New hire leads at least one test planning session with Creative/Design (creative requirements, testing approach) and Analytics (measurement plan). Document decisions and ensure the plan translates into campaign execution. important
- Mentorship readiness: train a new hire or document a SOP — New hire creates a concise SOP/runbook for a recurring task (e.g., launch QA checklist, naming conventions, reporting template usage) and conducts a 30-minute walkthrough with a buddy or team member. nice-to-have
- Review and update role access and security posture — IT and Manager review access levels to ensure least-privilege for ad accounts and internal tools. New hire confirms MFA, VPN status, and that shared credentials are not used. Remove any unused access. critical
- 90-day performance review with next-quarter goals and development plan — Manager conducts a formal review covering outcomes (KPIs, quality, speed, collaboration), identifies growth areas, and sets next-quarter goals and training/development actions. HR documents in performance system if applicable. critical
Hiring an Agency Media Buyer without a dedicated HR team often leads to confusion and delays in the first week. Small business owners rush through onboarding, assuming the new hire can figure things out on the fly, but what usually happens is missed access to critical ad accounts, unclear expectations about campaign goals, and delayed approvals for budgets. This creates frustration on both sides and slows down campaign launches, which can cost your business valuable time and money. Without a clear onboarding process, the media buyer may spend days waiting for information or making avoidable mistakes that could have been prevented with proper guidance. The single most important thing to get right during the first week is setting up access and clarifying campaign priorities. This means providing your Agency Media Buyer with login credentials to all relevant ad platforms like Facebook Ads Manager or Google Ads, sharing past campaign data, and clearly outlining your business goals for paid media. Without immediate access and a clear understanding of what success looks like, the buyer cannot make informed decisions or start optimizing campaigns effectively. The fastest way to train an Agency Media Buyer without micromanaging is the Record and Delegate method. Before they start, spend five minutes recording yourself doing each of their core tasks. For example, walk through setting up a new campaign in Facebook Ads Manager, reviewing weekly performance reports, adjusting bids based on budget changes, and communicating with the creative team about ad assets. Your new hire watches the video, follows the exact steps, and owns the work. You train once and move on. This is how small business owners stop being the bottleneck and free up time for other priorities. A common onboarding mistake is expecting the Agency Media Buyer to understand your business’s unique brand voice and customer profile without any introduction or documentation. Small business owners often skip sharing detailed background on target audiences, past campaign lessons, or internal approval workflows. As a result, media buyers make generic decisions that don’t align with your brand, wasting ad spend. Taking time to communicate these specifics upfront is crucial. By 90 days, a fully independent Agency Media Buyer should proactively manage campaigns with minimal input, demonstrate strong reporting skills, and suggest new strategies based on performance data. They will ask informed questions about budget changes rather than needing constant direction and will handle vendor communications confidently. This level of ownership signals they understand your business and can drive results without daily oversight. If you want an Agency Media Buyer who documents their own processes and builds systems while they work, rather than waiting for you to document everything first, that is what a Virtual Systems Architect does. Start with this checklist.
Frequently Asked Questions
I hired someone for this role before and it did not work out. What usually goes wrong?
Most failures happen because of gaps in the onboarding process rather than issues with the person. New hires often lack immediate access to ad accounts or clear goals, causing delays and confusion. This checklist helps close those gaps so your media buyer can hit the ground running.
How long should I spend onboarding an Agency Media Buyer?
You only need to spend focused time upfront to set up access and record key tasks. The bulk of their learning happens as they work, supported by clear expectations and ongoing communication.
What core tasks should I record for my new media buyer?
Record how to set up new campaigns, review performance reports, adjust budgets and bids, and communicate with internal teams about creative assets. These cover the essential day-to-day activities.
Can a media buyer work independently without a marketing background?
Yes, as long as you provide clear instructions, access, and business context. The right onboarding and ongoing feedback help them learn quickly and deliver results.
What if I don't have time to record videos myself?
Consider creating simple screen captures or written step-by-step instructions instead. Even a basic guide helps new hires avoid mistakes and reduces your need to micromanage.
How do I know if the media buyer is improving during the first 90 days?
Look for signs like quicker task completion, better understanding of your target audience, proactive suggestions, and fewer questions about basic processes. These indicate growing confidence and independence.
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