Ad campaign brief

Your offer and your customers

• What exactly do you want to advertise: one service, several, a product line, an event?
• Who is the customer: homeowners, businesses, patients, parents? What triggers the need?
• Where are they: one city, a metro area, several states, the whole country?
• What is one new customer worth to you on average, and over time if they come back?

Your current situation

• Have you run Google Ads or Meta ads before? With what budget and what results?
• Who owns the existing ad accounts? I set everything up in your name.
• Do you track calls and forms from the website today?
• Who answers inquiries, and how fast? A lead called back in five minutes is worth far more than one called back tomorrow.

Budget, timing and limits

• What monthly ad budget can you sustain for at least three months? In many US niches clicks are expensive; I usually recommend at least about $1,500 a month, paid by you directly to Google or Meta.
• Is your business seasonal: holidays, summer, tax season, back-to-school, hurricane season?
• Are you in a regulated category such as healthcare, finance, housing, employment or legal services? Some targeting and ad wording is restricted there.
• Do you need ads in Spanish? I don't write or run Spanish campaigns; that copy would come from your team.

Typical prices, in US dollars: Google Ads setup $600 and management from $1,000 a month; Meta ads setup $600 and management from $600 a month; both together $1,100 setup and $1,400 a month. Management has no minimum term. Reports come every two weeks.