What the brief covers
A useful Google Ads brief connects the search intent to an offer and a measurable action. Before scaling a campaign, agree which conversions matter and how sales will distinguish useful enquiries from noise.
- Review campaign structure, search terms and negative keywords.
- Separate markets and offers where intent or language requires it.
- Align ads with relevant landing pages and conversion events.
- Use lead quality feedback to prioritize tests and reporting.
Work formats
- Account audit
- A prioritized account and measurement review
- Market test
- A scoped campaign, landing page and evaluation plan
- Campaign management
- Search-term work, experiments and quality reporting
Start with a concrete deliverable and the customer journey it supports. Agree responsibilities, access to existing assets, approval stages and the reporting period before work begins. The profiles link to public sources so you can check the current scope directly with a provider.