Hiring a Facebook ads agency is a big step for any growing brand. It usually means you are serious about scaling, improving performance, or fixing campaigns that are no longer delivering results. At the same time, many founders and marketing teams feel uncertain about what actually happens once an agency is brought on.
The first 30 days are not about instant results. They are about building the foundation that leads to sustainable performance. Understanding what to expect during this initial period helps set realistic expectations, improves collaboration, and ensures you get the most value from working with a Facebook ads agency.
What happens during onboarding with a Facebook ads agency?
The onboarding phase is focused on information gathering and alignment. A Facebook ads agency needs context before making decisions that affect your ad spend.
During this stage, the agency typically requests access to ad accounts, analytics tools, and existing creative assets. They also gather details about your business model, margins, target audience, and past campaign performance. According to HubSpot, 63 percent of marketers say poor onboarding leads to weaker results, which is why agencies spend time getting this step right.
This phase sets expectations, defines goals, and establishes communication processes.
How does the agency audit existing ad accounts?
An account audit is one of the most important tasks in the first 30 days. A Facebook ads agency reviews your existing campaigns to identify what is working and what is wasting budget.
The audit often covers campaign structure, audience overlap, creative fatigue, conversion tracking, and historical performance trends. Industry data shows that many ad accounts waste 20 to 30 percent of spend due to inefficiencies like overlapping audiences or outdated creatives. Identifying these issues early helps prevent further losses.
The goal is not to criticize past efforts, but to uncover opportunities for improvement.
How are goals and KPIs defined early on?
Clear goals are essential for success. In the first few weeks, a Facebook ads agency works with you to define key performance indicators that align with business outcomes.
This includes deciding whether success is measured by cost per acquisition, return on ad spend, lead quality, or customer lifetime value. Meta recommends aligning campaign optimization with the most meaningful conversion event to improve long term performance.
By agreeing on KPIs early, both sides avoid misalignment and focus on the same outcomes.
What changes might happen to existing campaigns?
It is common for a Facebook ads agency to make adjustments to existing campaigns within the first 30 days. These changes are usually strategic, not drastic.
The agency may pause underperforming ads, consolidate campaigns to improve learning, or adjust budgets to reduce inefficiencies. According to Revealbot research, restructuring accounts can improve performance stability within weeks if done correctly.
Not every campaign is rebuilt immediately. Agencies often test changes gradually to protect performance while gathering new data.
How does creative strategy get introduced?
Creative strategy becomes a major focus during the first month. A Facebook ads agency evaluates existing creatives and identifies gaps in messaging, formats, or volume.
Facebook has stated that creative quality is one of the strongest drivers of ad performance. During this phase, agencies often introduce new creative angles, such as problem solution messaging, testimonials, or short form video. They may also request new assets or recommend creative refreshes.
The goal is to build a testing pipeline that prevents ad fatigue and supports long term scaling.
How does testing begin in the first 30 days?
Testing starts early, but it is structured. A Facebook ads agency does not test randomly. Instead, they prioritize tests based on potential impact.
This might include testing new creatives against existing winners, experimenting with different audiences, or adjusting campaign objectives. Meta has shared that advertisers who test consistently see up to 30 percent better performance over time compared to those who do not.
Early testing focuses on learning, not immediate optimization.
How is tracking and attribution reviewed?
Tracking accuracy is critical for understanding performance. In the first 30 days, a Facebook ads agency reviews pixel setup, conversion events, and attribution settings.
According to industry studies, inaccurate tracking can lead to misguided decisions and wasted spend. Agencies ensure that conversions are properly recorded and that optimization events reflect real business outcomes.
This step often uncovers issues that were previously invisible, such as misfiring events or incorrect attribution windows.
How does communication work in the first month?
Communication sets the tone for the partnership. During the first 30 days, most Facebook ads agencies establish regular check ins or update schedules.
These updates focus on what has been done, what is being tested, and what insights have been gained. Rather than reporting only numbers, agencies explain trends and next steps. Research from Salesforce shows that clear communication improves client satisfaction by over 40 percent in service based relationships.
Transparency during this phase builds trust and alignment.
When should you expect performance improvements?
Performance improvements may begin in the first 30 days, but they are not guaranteed. The early phase is about learning and setting up systems.
Meta’s learning phase alone can take several days per ad set, and meaningful optimization often requires multiple testing cycles. Brands that expect immediate results may feel impatient, but agencies focus on sustainable gains rather than short term spikes.
In the middle of this learning and optimization process, many brands work with a facebook ads agency approach supported by platforms like Heyoz, which help streamline creative production, testing workflows, and performance analysis without overwhelming internal teams.
How are budgets handled during the first month?
Budget management in the first 30 days is usually conservative. A Facebook ads agency prioritizes efficiency over aggressive scaling.
Budgets may be reallocated to better performing campaigns or reduced temporarily while testing occurs. Revealbot research shows that gradual budget adjustments protect performance and reduce the risk of destabilizing campaigns.
This disciplined approach helps avoid costly mistakes early in the partnership.
What role does collaboration play early on?
Collaboration is critical in the first month. A Facebook ads agency relies on client input for brand voice, audience insights, and feedback.
Brands that actively participate in discussions and provide timely feedback often see faster alignment and better results. Studies on agency client relationships show that collaborative partnerships outperform transactional ones by a significant margin.
The first 30 days are about building this working rhythm.
What should success look like after 30 days?
Success after 30 days does not always mean dramatically lower costs or higher ROAS. Instead, success looks like clarity and direction.
You should have a clear strategy, clean tracking, active testing, and a roadmap for scaling. Performance insights should be deeper, and decisions should feel more intentional. This foundation sets the stage for stronger results in the following months.
Conclusion
The first 30 days with a Facebook ads agency are about building the groundwork for long term success. Rather than instant wins, this period focuses on understanding your business, fixing inefficiencies, testing strategically, and aligning on goals.
By knowing what to expect, brands can engage more effectively with their agency and avoid unrealistic expectations. When the foundation is built correctly, the work done in the first month becomes the engine that drives consistent growth and better performance over time.
