Client brief template for paid ads

Before these steps, the client gives their name and email.

1. 1.Your project

   • What result do you expect from the ads?One choiceOnline salesLeads or quote requestsBooked appointmentsApp installsAwareness
   • What do you want to promote?Long answer
   • Monthly ad spend (paid to Meta)Budget rangeUnder $500 / month$500 – $2,000 / month$2,000 – $5,000 / month$5,000 – $15,000 / monthOver $15,000 / monthNot sure yet
   • Have you run Meta ads before?One choiceNeverYes, myselfYes, with an agency or freelancer

2. 2.Tracking and creatives

   • Are the Meta pixel and conversion tracking set up?One choice, optionalYesNoNot sure
   • Who makes the ad visuals and videos?One choice, optionalWe doYou doLet’s discuss
   • Target cost per sale or leadShort answer, optional
   • Page visitors land onLink, optional

3. 3.Budget and timing

   • What monthly budget have you set aside?Budget rangeUnder $300 / month$300 – $800 / month$800 – $1,500 / month$1,500 – $3,000 / monthOver $3,000 / monthNot sure yet
   • When do you need it?One choiceAs soon as possibleWithin a monthIn 2 to 3 monthsNo fixed dateBy a specific date
   • Which date?Date
   • Who signs off on the project on your side?One choiceJust meMe and a partner or a teamSomeone else signs off

4. 4.Last details

   • Any examples you like?Long answer, optional
   • Anything else we should know?Long answer, optional

Before these steps, the client gives their name and email.

1. 1.Your project

   • What result do you expect from the ads?One choiceOnline salesLeads or quote requestsBooked appointmentsApp installsAwareness
   • What do you want to promote?Long answer
   • Monthly ad spend (paid to Google)Budget rangeUnder $500 / month$500 – $2,000 / month$2,000 – $5,000 / month$5,000 – $15,000 / monthOver $15,000 / monthNot sure yet
   • Have you run Google ads before?One choiceNeverYes, myselfYes, with an agency or freelancer

2. 2.Targeting and tracking

   • Which campaign types?Several choices, optionalSearchShoppingPerformance MaxYouTubeDisplayNot sure
   • Target locationShort answer
   • Is conversion tracking set up?One choice, optionalYesNoNot sure
   • Target cost per sale or leadShort answer, optional
   • Page visitors land onLink, optional

3. 3.Budget and timing

   • What monthly budget have you set aside?Budget rangeUnder $300 / month$300 – $800 / month$800 – $1,500 / month$1,500 – $3,000 / monthOver $3,000 / monthNot sure yet
   • When do you need it?One choiceAs soon as possibleWithin a monthIn 2 to 3 monthsNo fixed dateBy a specific date
   • Which date?Date
   • Who signs off on the project on your side?One choiceJust meMe and a partner or a teamSomeone else signs off

4. 4.Last details

   • Any examples you like?Long answer, optional
   • Anything else we should know?Long answer, optional

Before these steps, the client gives their name and email.

1. 1.Your project

   • What is going wrong today?Long answer
   • Which platforms?Several choicesMetaGoogle AdsLinkedInTikTokOther
   • Current monthly ad spendBudget rangeUnder $1,000 / month$1,000 – $5,000 / month$5,000 – $20,000 / month$20,000 – $50,000 / monthOver $50,000 / monthNot sure yet
   • Who runs the campaigns today?One choice, optionalMeSomeone in-houseAn agency or freelancer

2. 2.The details

   • Can you give read access to the accounts?Yes or no
   • What do you expect?One choiceA recommendations reportThe report plus implementing fixesTaking over management afterwards

3. 3.Budget and timing

   • What budget have you set aside?Budget rangeUnder $300$300 – $800$800 – $1,500$1,500 – $3,000Over $3,000Not sure yet
   • When do you need it?One choiceAs soon as possibleWithin a monthIn 2 to 3 monthsNo fixed dateBy a specific date
   • Which date?Date
   • Who signs off on the project on your side?One choiceJust meMe and a partner or a teamSomeone else signs off

4. 4.Last details

   • Any examples you like?Long answer, optional
   • Anything else we should know?Long answer, optional

Before these steps, the client gives their name and email.

1. 1.Your project

   • What is the main goal of this project?Long answer
   • Website addressLink
   • What is the site built with?Short answer
   • Which actions need tracking?Long answer

2. 2.The details

   • Tools to connectSeveral choices, optionalGoogle Analytics 4Google Tag ManagerMeta pixelMeta Conversions APIGoogle AdsLinkedInTikTokCRM
   • Do you have a compliant cookie banner?One choice, optionalYesNoNot sure
   • Who has access to the site’s code?One choice, optionalMeA developerNobody

3. 3.Budget and timing

   • What budget have you set aside?Budget rangeUnder $300$300 – $800$800 – $1,500$1,500 – $3,000Over $3,000Not sure yet
   • When do you need it?One choiceAs soon as possibleWithin a monthIn 2 to 3 monthsNo fixed dateBy a specific date
   • Which date?Date
   • Who signs off on the project on your side?One choiceJust meMe and a partner or a teamSomeone else signs off

4. 4.Last details

   • Any examples you like?Long answer, optional
   • Anything else we should know?Long answer, optional