Every failed campaign I’ve audited started the same way: no brief, or a brief that said “we want more sales.” Here is the one-page brief we use before any paid launch. Copy it.
The 7 questions
1. What is the one action we want? Not three goals. One. Lead, purchase, booking — pick it.
2. Who exactly is it for? “Women 25–45” is not an audience. “Clinic owners in Tunis who lose patients to competitors with better Instagram” is.
3. What do they believe now, and what must they believe to act? The gap between those two sentences is your entire creative strategy.
4. What is the offer? Specific, time-bound, valuable. If you can’t write it in one line, it’s not ready.
5. What proof do we have? Results, reviews, numbers, names. No proof, no ads — build the proof first.
6. What is the budget and the timeline? Real numbers. “As little as possible” is not a budget.
7. How do we measure success? One primary metric, agreed before launch, checked weekly.
Fill this page before you spend anything. It takes one hour and saves three months of wandering.