What to include in your PPC campaign brief
Give your advertising team a clear picture of the offer, audience and enquiries that matter.
Define a useful outcome
Write down what you want a visitor to do after clicking an ad. That might be requesting a consultation, buying a product or booking a demonstration. Explain what makes an enquiry relevant to your business, including location, service needs and any practical restrictions. This gives the team something more useful than a request for more traffic.
Explain the offer and destination
Share the product or service details, landing page, available images and approved brand language. Include any conditions that affect the offer. Make sure the page answers the question raised by the ad and provides an obvious next step. Confirm who handles enquiries and what happens after a visitor submits a form.
Agree on reporting before launch
Separate advertising spend from management and production costs in the brief. Agree which outcomes will be reported and how the team will review enquiry quality. Include the approval process and who can answer questions about the offer. A clear brief helps reduce avoidable changes once the campaign is underway.