Meta Agency Growth Accelerator

Role: Client Account Manager at Concentrix (Meta)
Industry: Advertising | Social Media | SMB Growth

ABOUT THE COMPANY

Meta’s Agency Growth Accelerator (AGA) program is built to supercharge small and medium-sized businesses (SMBs) by empowering marketing agencies with tools, training, and direct access to Meta’s ad infrastructure. These agencies run paid campaigns across Meta platforms—Facebook, Instagram, Messenger—to help SMBs boost digital visibility, generate leads, and scale revenue.

THE CLIENTS

The agencies I managed ranged from solopreneurs with niche portfolios to boutique firms handling diverse industry verticals—eCommerce, real estate, education, fitness, and more. While most had a basic understanding of paid ads, they struggled with advanced strategies, lacked technical depth in interpreting performance data, and needed help transitioning from one-off campaigns to scalable systems. Their clients expected fast results on lean budgets—adding pressure and complexity to every engagement.

THE CHALLENGE

My portfolio revealed a pattern of bottlenecks across agencies:

• Disjointed Onboarding: Campaigns launched late due to unclear processes and mismatched expectations.
• Non-Scalable Ad Strategy: Agencies lacked funnel structure, A/B testing frameworks, and performance benchmarks.
• Under-leveraged Meta Tools: Features like Pixel optimization, Lookalikes, and Custom Audiences were rarely used, leading to underperformance.

MY PITCH AND APPROACH

Rather than simply onboarding and optimizing, I reframed each engagement as a performance story.

• Narrative Diagnosis: I analyzed ad accounts like case studies—what the numbers revealed, what was missing, and where opportunity lay.
• Action Architecture: I built a 3-tiered playbook:
Immediate Fixes to stabilize spend.
• Strategic Foundations like value-aligned funnels and testing cadences.
Scalable Experiments to gradually grow budgets, channels, and outcomes.
• My message was straightforward: “Let’s fix the leaks, build client wins, and earn the right to scale.”

EXECUTION

• Account Portfolio: Managed 23+ agencies across verticals, tailoring growth plans to each business model.
• Systemized Onboarding: Created agency kits with pre-launch checklists, creative briefs, and funnel templates—cutting average campaign setup time by 40%.
• Performance Training: Conducted weekly 1:1 advisory sessions—walking agencies through Meta Ads Manager, Business Suite, and analytics dashboards to strengthen internal capabilities.
• Ad Strategy Optimization: Built high-intent retargeting audiences, refined CTAs, implemented ad sequencing, and designed multi-stage funnel flows using Pixel data and Google Analytics.
• Sales Enablement: Co-developed agency sales decks, ROI case studies, and proposal templates to help them pitch effectively and retain high-value clients.

OBSTACLES AND PIVOTS

Many agencies were reactive—pausing campaigns within 72 hours if initial results weren’t strong. This impulsiveness hurt long-term learnings.

To shift the mindset:
• Created ‘Test-Then-Optimize’ Playbooks: Defined campaign learning phases to clarify expectations (Week 1-2 for data collection, Week 3+ for refinement).
• Built Expectation Decks: Agencies used these to align with clients on performance timelines and reduce premature cancellations.
• Facilitated Learning Labs: Turned underperforming campaigns into guided optimization sessions—showing agencies how to pivot creatively and strategically rather than retreat.

OUTCOMS

• Ad Spend Growth: 35% increase in average monthly ad spend across the book of business.
• Sales Excellence: Surpassed quarterly upsell targets by 120%+ through consultative selling and data-driven support.
• Retention Impact: Agencies reported stronger client retention after implementing funnel strategies co-developed with me.
• Operational Uplift: Onboarding and campaign launch timelines reduced by 40%, allowing agencies to scale without sacrificing quality.

KEY LEARNINGS

• Stories Sell, Not Specs: Diagnosing and narrating ad performance earned more buy-in than presenting features.
• Trust Compounds Growth: Agencies scale when consistent micro-wins build client confidence.
• Agencies Need Enablement, Not Just Advice: Tools are only as powerful as the frameworks and confidence you provide alongside them.