A campaign brief should define the audience, offer and useful conversion before choosing ad formats. More clicks are not always the same as better business results.

The decision to make

Start with the action you want a qualified prospect to take. Confirm that the landing page and response process can support it.

Practical checklist

  • Describe the target customer and exclusions.
  • Clarify the offer and its conditions.
  • Identify budget ownership and approval responsibilities.

An illustrative example

A campaign for a complex implementation service may seek a project enquiry rather than an immediate purchase.

Your next step

Agree what will be measured and how leads will be reviewed before launching paid traffic.

AI-assisted planning guide published by Prime Pixels. Examples are illustrative, not customer case studies. Project scope and applicable requirements must be checked for your circumstances.