Ad Campaign Brief Generator

Step-by-step guide

1. 1
   Fill in Campaign Overview
   Enter the campaign name, client or brand name, select a campaign goal (e.g. Lead Generation or Brand Awareness), choose the campaign type (Google Search, Meta Feed, LinkedIn, etc.), set start and end dates, and enter the total budget with currency.
2. 2
   Define your Target Audience
   Enter your primary audience description (e.g. 'Working professionals 25-45'), an optional secondary audience, the geographic targeting, and any relevant interests or behaviors. Select which devices to target.
3. 3
   Add Creative Direction
   Enter the key message: the single most important thing you want the audience to take away. Select the tone of voice, write the unique selling point, specify your call to action, and optionally add the landing page URL.
4. 4
   Set KPIs and Success Metrics
   Choose your primary KPI (CPC, CPM, CTR, ROAS, CPA, or CPL), enter a target value, and optionally add a secondary KPI. These will appear in the brief with a recommended reporting cadence.
5. 5
   Generate, copy, or download the brief
   Click 'Generate Brief' to produce a formatted campaign brief document. Use the Copy button to copy the text, Download as .txt to save it, or Print to produce a printable version. Share with your team or client for sign-off.

Frequently Asked Questions

What is an ad campaign brief?

An ad campaign brief is a strategic document that defines the campaign's goals, target audience, creative direction, platform strategy, KPIs, and next steps. It aligns all stakeholders: clients, media buyers, creatives, and account managers: before any work begins. A well-written brief prevents scope creep and ensures campaigns are launched with a clear direction.

Which ad platforms does this brief generator support?

The brief generator supports Google Search, Google Display, Meta Feed, Meta Stories, LinkedIn, YouTube, and Multi-Channel campaigns. When you select a campaign type, the Platform Strategy section of the brief is automatically customized with relevant guidance: for example, Google Search briefs include keyword match type and bidding strategy recommendations.

What KPIs should I choose for a lead generation campaign?

For lead generation campaigns, CPL (Cost Per Lead) is the most direct primary KPI. CPA (Cost Per Acquisition) is suitable if you're tracking form completions or sign-ups as conversions. CTR can serve as a secondary KPI to diagnose creative performance. For search campaigns, also track conversion rate alongside CPL to identify landing page optimisation opportunities.

Can I use this for a client presentation?

Yes. The generated brief is formatted as a professional document with numbered sections, clean structure, and all the information a client or senior stakeholder expects. Use the Print button to open the browser print dialog and save as PDF. The document uses a white background with clean typography suitable for presentations and email attachments.

How is budget handled in the brief?

Enter the total campaign budget and select the currency (USD, EUR, GBP, AED, or INR). The brief displays the budget in the Campaign Overview section. Budget allocation by channel or ad group is not included in this brief template: those details belong in a separate media plan or trafficking sheet.

What does the Platform Strategy section contain?

The Platform Strategy section is automatically generated based on your selected campaign type. For Google Search it recommends keyword match types and bidding strategies. For Meta Feed it covers creative format recommendations and audience layering. For LinkedIn it addresses professional targeting and content types. Multi-Channel campaigns receive guidance on cross-platform consistency and attribution.