Seller Due Diligence Checklist Before You Pay for Ad Accounts

Editorial team Spend Ledger

Verify the seller’s operating history

• Ask how long the seller has operated and what work they actually do. A clear account of their business can help distinguish an established service from a newly assembled sales pitch, but a seller’s claim is not proof on its own.

• Look for records that can reasonably confirm the seller’s history. Check for consistent business details, dated correspondence, invoices, or other records the seller is willing and able to provide. Treat screenshots and testimonials as supporting material, not independent verification.

• Check that the seller’s identity matches the party requesting payment. The business name on an agreement, invoice, and payment request should be consistent, or the seller should explain the relationship between them. Unexplained differences make it harder to know who is responsible if something goes wrong.

• Ask for a written description of the seller’s role. Clarify whether they created the account, are transferring an account they control, are arranging access through an agency, or are acting as a broker. These arrangements carry different ownership, access, and continuity questions.

• Ask how the account was obtained and whether its history can be explained. A seller who cannot describe the account’s origin, prior use, or current standing leaves important risks unresolved. Do not accept secrecy as a substitute for a reasonable explanation.

• Confirm that the seller is willing to put basic claims in writing. If they describe a clean history, transferable ownership, or continuing support verbally but refuse to record what those statements mean, treat the claims as unverified.

• Check whether the seller’s explanation remains consistent across the conversation. Changes in the claimed owner, account history, included services, or payment recipient may signal confusion or concealment. Pause and ask for a coherent written account before proceeding.

• Avoid relying on urgency as evidence of legitimacy. A genuine seller should be able to explain the arrangement without pressuring you to skip ordinary checks. If verification is discouraged or repeatedly postponed, consider that a material warning sign.

Define exactly what is included

• Request a complete written inventory of what is being offered. Spell out whether the offer covers an ad account, access within a larger business structure, support, setup work, or another service. Do not assume that a broad label such as “ready to use” answers these questions.

• Ask who will own and control each part of the arrangement after payment. An account may sit within a wider business-level structure, and access to an account is not necessarily the same as ownership of that structure. Clarify which permissions you receive and who retains administrative control.

• Confirm whether the seller is transferring an asset or providing managed access. If the seller retains ownership or control, describe the service as an access arrangement rather than an outright purchase. Record what happens if the seller stops operating or withdraws access.

• Ask what setup work is included and what remains your responsibility. Identify who handles configuration, billing details, business information, security settings, and any platform review. A seller’s work should not be mistaken for platform approval or a guarantee that the account will remain available.

• Clarify the account’s present condition without treating it as a promise about the future. Ask about known restrictions, unresolved reviews, payment problems, previous use, and notices. A seller should distinguish what they know from what they cannot verify.

• Ask whether the account has been used for advertising before and, if so, what records can be shared safely. Relevant history may help you assess fit and continuity, but do not request another person’s private information or sensitive material that is not yours to receive.

• Write down any limits on what the account can be used for. The account remains subject to the advertising platform’s current rules, review processes, and eligibility requirements. A seller cannot sell an exemption from those requirements.

• Check that the proposed arrangement fits your actual business structure. Consider how the account will relate to your organisation’s ownership, billing, permissions, and reporting. If the structure is unclear, resolving that before payment is more practical than trying to untangle it later.

Put replacement, refund, and service terms in writing

• Request written terms before sending money. The terms should identify the parties, the deliverable, the payment arrangement, and how the seller handles a failure to provide what was agreed. A conversation alone can be difficult to interpret when a dispute arises.

• Define what counts as delivery. Specify the access or service the seller is expected to provide and how you can check that it matches the description. Avoid vague completion language that leaves each side with a different idea of what was purchased.

• Ask what remedy applies if the delivered account is materially different from the description. The agreement should state whether the seller will correct the issue, offer a replacement where appropriate, or consider a refund. It should also clarify any conditions and how a request must be made.

• Ask what the seller means by “replacement.” Determine whether a replacement would be the same type of arrangement, what information or access would change, and whether the replacement is subject to the same platform rules and risks. Do not treat a replacement clause as assurance that a functioning account will always be available.

• Ask how refunds are handled and who decides whether the terms have been met. Look for clear criteria and a documented process rather than a broad promise to “make it right.” Make sure the payment method and the agreement do not contradict each other.

• Clarify whether support continues after delivery. If the seller offers help with handover, access issues, or questions, record the scope and how that support is requested. Do not assume that informal availability means ongoing responsibility.

• Record what happens if the platform restricts, reviews, or disables the account. Ask which risks the seller accepts responsibility for and which remain with you. No seller can guarantee a platform’s decisions, and a contract should not imply otherwise.

• Keep the final version of all terms and correspondence. Save the offer, invoice, agreement, and relevant messages in a place your organisation can access. A clear record supports internal review and makes it easier to explain what was agreed.

Check payment traceability and transaction records

• Use a payment method that produces a clear transaction record. You should be able to identify the recipient, amount, date, and stated purpose from the payment record or related documentation. Traceability helps with bookkeeping and with explaining the transaction if a dispute occurs.

• Match the payment recipient to the contracting party. If the seller asks you to pay a different person or business, request a written explanation and supporting documentation. Do not assume that an unexplained third-party recipient is authorised to collect payment.

• Ask for an invoice or equivalent written payment record. It should describe what the payment is for and identify the party receiving it. Keep it with the agreement rather than relying on a transfer note or a message that may be hard to retrieve.

• Understand the payment provider’s dispute process before paying. Review the provider’s current terms and use its official support channels if you need clarification. A payment method’s availability does not mean it offers a particular remedy or makes the transaction risk-free.

• Treat requests for irreversible or poorly documented payment with caution. If the seller discourages ordinary records, proposes an arrangement you cannot explain to your finance team, or refuses to identify the recipient, pause the transaction.

• Confirm whether the payment is for an account, a service, or both. Separate charges where practical and describe each part accurately. This can make it easier to assess whether the seller delivered what was paid for.

• Do not send more money to unlock a promised refund or fix a seller-created problem without checking the terms. Ask for the basis of the request in writing and compare it with the agreement. If the explanation does not make sense, contact the payment provider through its official channel.

• Check that your organisation can document the business purpose. Record why the account or service is needed, who approved the expenditure, and how the cost relates to your advertising plan. This is part of responsible procurement, not merely an accounting formality.

Establish control of recovery details and security

• Ask who controls the recovery email and phone associated with the account. These details can affect who is able to regain access, so the seller should explain their current status and the intended handover clearly.

• Do not treat a password change as proof that control has transferred. Recovery channels, administrator permissions, and wider business access may still be controlled by someone else. Confirm each relevant part of the arrangement rather than relying on a single visible change.

• Agree in writing how recovery details will be handled. Establish whether they can be transferred through the platform’s permitted process and who is responsible for completing any required steps. Do not accept a plan that depends on concealing the real account holder or bypassing verification.

• Ask whether the seller will retain any access after handover. If ongoing access is necessary for a defined service, record its purpose, scope, and end conditions. If it is not necessary, ask why it would remain.

• Use only the permissions needed for the agreed work. Avoid granting broad access merely because it is convenient for the seller. A seller should be able to explain why each requested permission is necessary for the service being provided.

• Do not share personal credentials or sensitive verification material. Use the platform’s own access and security processes where available, and follow its current instructions. Requests for identity documents, one-time security codes, or private account details deserve careful scrutiny and a clear explanation.

• Ask how the seller will protect information they receive. Clarify what information they need, how it will be used, and whether it will be retained after the work ends. If they cannot explain the need for sensitive data, do not provide it.

• Make a handover record that identifies what remains under the seller’s control. This may include support access or a wider business structure. Knowing the boundaries helps your team assess continuity and decide whether the arrangement is acceptable.

Review dispute handling and platform compliance

• Ask the seller to explain their process for disagreements. Find out where a complaint should be sent, what records they will review, and how they document a decision. A defined process is more useful than a general statement that disputes are handled fairly.

• Confirm that the agreement identifies the responsible party. If a broker, agency, or subcontractor is involved, establish who must respond to a problem and who can authorise a remedy. A chain of intermediaries can otherwise leave you unsure whom to contact.

• Check whether the seller’s proposed arrangement is consistent with the platform’s current terms. Review the platform’s official help and policy pages, and ask the seller to explain any uncertainty. The seller’s assurances do not override those rules.

• Do not proceed on the basis that a purchased account can evade a restriction or verification. An account is a work tool, not a way around platform decisions or eligibility requirements. If the purpose of the offer is to avoid a ban, limit, identity check, or review, walk away from that proposal.

• Ask what happens if the platform asks for information or reviews the account. The seller should not promise a particular outcome or suggest false answers. Follow the platform’s official instructions and provide accurate information through its official channels.

• Keep your own records of the seller’s claims and the account’s condition at handover. Record relevant notices, permissions, and agreed deliverables without collecting information you are not authorised to hold. This gives your team a factual basis for raising an issue.

• Use official platform support for platform decisions. A seller may help explain the arrangement, but they cannot replace the platform’s appeal or support process. If access or eligibility is disputed, address the underlying issue rather than seeking another account to get around it.

• Make sure your team knows who is authorised to contact the seller and platform. A clear internal point of contact reduces contradictory instructions and helps preserve a consistent record when a concern is raised.

Challenge unnecessary access and unclear data requests

• Ask why each requested permission is needed. The seller should connect the permission to a specific task in the agreement. If the task can be completed with narrower access, prefer the narrower option.

• Decline access that is unrelated to the service. A request for control over business assets, billing, or other accounts should not be accepted merely because it is bundled into the offer. Ask for a documented reason and assess whether the arrangement still makes sense without it.

• Separate your organisation’s assets from the seller’s access wherever the platform permits. Keep ownership and administration aligned with your business needs, and avoid giving a seller control over unrelated assets. The exact options depend on the platform’s current structure and rules.

• Ask what information the seller expects from your team. Clarify whether they need business details, billing information, identity information, or creative materials, and why. Provide only accurate information through appropriate channels.

• Do not let a seller submit information on your behalf without review. Your organisation remains responsible for the accuracy of the information associated with its activity. Check any submission you are expected to stand behind before it is sent.

• Set an end point for temporary access. If the seller needs access during setup or support, document when it should be removed and who will confirm that it has been removed. Open-ended access creates avoidable uncertainty.

• Ask how access changes will be recorded. A written handover note can help your team see who has permission and why. If the seller resists basic transparency about access, reconsider whether the working relationship is appropriate.

• Keep security decisions separate from sales pressure. Do not grant broader access simply to speed up delivery or preserve a discount. A seller’s timetable should not determine your organisation’s security controls.

Recognise pressure tactics and make a reasoned decision

• Pause when the seller says you must pay before you can inspect the terms. You need enough information to understand the deliverable, ownership, access, and remedies before committing funds. A refusal to provide that information is itself relevant.

• Treat a vanishing offer or repeated deadline as a reason to slow down. Time pressure can push a team to skip verification, but it does not establish that the offer is sound. Ask for the same documentation you would require in a calmer transaction.

• Question claims that the account is guaranteed, immune from review, or certain to produce results. Platform decisions and campaign performance are not under the seller’s complete control. Ask the seller to separate verifiable facts from predictions and sales language.

• Be cautious if the seller discourages you from contacting official support or reviewing platform policies. A legitimate arrangement should withstand a check against the platform’s own guidance. Do not rely on a seller’s private interpretation where official instructions are available.

• Watch for shifting terms after you have invested time or sent information. New fees, new conditions, or new access demands should be compared with the written agreement. Do not treat sunk effort as a reason to accept an unexplained change.

• Ask for time to review the agreement internally. A seller who refuses any reasonable review period may be prioritising a fast payment over an informed decision. Involve the colleagues responsible for advertising, finance, security, and compliance as appropriate.

• Compare the full cost with the alternative of building or managing an account through your own organisation. Include setup effort, support, access dependencies, continuity risk, and the cost of resolving a problem—not only the seller’s quoted charge. If figures are needed, label internal estimates as assumptions and verify current platform requirements on its official help and policy pages.

• Proceed only if the arrangement is understandable, documented, and compliant. If ownership, recovery control, payment accountability, or dispute handling remains unclear, do not pay until those gaps are resolved. If the seller’s proposal depends on avoiding platform rules, decline it and use the platform’s official support or appeal channels for any existing restriction.