If you want to be successful in the competition for new customers, you need a strong online presence and strategic placement in search engines like Google. To be found on Google as a business, an effective Google Ads campaign is essential. But before your
Google Ads agency
can start creating a customized campaign, they need comprehensive information from you. A detailed briefing can make the difference between a successful or a mediocre result.

In the following article, we will show you why a good brief is so important and how you can create a powerful Google Ads brief.

Google Ads is one of the most effective ways to promote your business online. However, it is important to understand that a successful Google Ads campaign depends not only on the agency, but also on a clear and comprehensive briefing from the client.

How to create a meaningful Google Ads briefing

Creating a detailed and pointed brief can be a catalyst for the success of your upcoming Google Ads campaign. Here are the critical steps to creating a meaningful Google Ads agency brief. Basically, it is important to formulate this information as clearly and precisely as possible so that your agency can develop a campaign that is tailored to your needs.

Basic information for your Google Ads briefing

Before you start creating your Google Ads brief, your Google Ads agency will need basic information about your business. This information helps the agency better understand your business. This is information such as the size of your company, your market position, your bidding strategy and your competitive behavior.

How to define goals and budget

Clearly define your goals for the Google Ads campaign.

  • Do you want to generate more traffic?
  • Do you want to achieve more conversions?
  • Or do you want to increase your brand awareness?

Make sure your Google Ads campaign budget is pre-defined and transparent.

It is important to set realistic goals and set a budget that meets your objectives. A clear objective and a transparent budget will help your agency develop a campaign that is tailored to your needs.

Give your agency a target CPA or target ROAS

If conversion is the goal of your Google Ads campaigns, it is absolutely necessary to inform your Google Ads agency about your target CPA (cost per acquisition) or target ROAS (return on advertising spend) for the following reasons:

  1. Campaign optimization: If your agency knows your target CPA or target ROAS, it can optimize Google Ads campaigns accordingly. It can adjust keywords, ads and bids to match your goals.
  2. Effective budget management: if your agency knows your target CPA or target ROAS, it can better decide how to allocate the advertising budget. This allows you to get more out of your advertising spend and achieve a higher ROI.
  3. Improved forecasting and planning: When your agency is clear about your target values, it can make more accurate predictions and forecasts for future campaigns. This helps you with strategic planning and budgeting.
  4. Transparent communication: sharing these goals ensures that you and your agency are on the same page and have the same expectations. This improves collaboration and increases the likelihood that your advertising goals will be met.
  5. Success measurement: By setting your target CPA or target ROAS and sharing it with your agency, you can better measure the success of your campaigns. You can see if the campaigns are meeting your goals and make adjustments if necessary.

How to identify the right target group for Google Ads

Audience analysis is an important step in targeting the right people with your ads. Identify your target audience through information such as age, gender, interests and location.

You can also consider other factors, such as the language of your target audience or their preferences when searching for products or services. An accurate audience analysis will help your agency develop a campaign that is tailored to your target audience.

How to identify relevant keywords for the Google Ads briefing

Keywords are the foundation of any Google Ads campaign. Identify meaningful keywords to place your ads in relevant search results. The rule here is: quality over quantity. You don’t have to use all keywords, but only those that are relevant to your business. Also, make sure that you define negative keywords to exclude unwanted search results.

Careful keyword research will help your agency develop a campaign that is tailored to your target audience and achieves your goals.

How to choose the right ad design

The design of the ads is crucial for a successful campaign. Choose an ad template that fits your business and attracts the attention of your target audience. You can also personalize your ads by using images, colors and fonts.

An engaging ad design will help your agency develop a campaign that appeals to your target audience and achieves your goals.

How to choose the right landing page

The landing page is the first impression potential customers have of your company. Make sure the landing page is aligned with the ads and that it possiebelst highlights what benefits your products and services offer. The landing page should be clear and easy to navigate and offer a clear call to action for the user.

A well-designed landing page will help your agency develop a campaign that appeals to your target audience and achieves your goals.

The 10 worst mistakes in Google Ads agency briefing

The quality of your Google Ads agency brief can greatly influence how successful your campaigns are. Here are ten common mistakes you should avoid:

  1. Unclear goals: It is important to set clear and measurable goals for your campaign. Without these guidelines, the agency cannot develop effective strategies or measure campaign success.
  2. Lack of communication: Sharing information is critical to the success of your campaigns. A lack of communication can lead to misunderstandings and inefficient work.
  3. Not enough budget information: If the agency does not know how much money it has available, it cannot create appropriate strategies. It is important to set clear budget guidelines.
  4. Lack of competitive understanding: knowing your competition and their strategies can help optimize your own campaigns. If you don’t share this information, your campaign could be ineffective.
  5. No precise target group description: if the agency does not know exactly who to target with the advertisement, it cannot create effective ads.
  6. Insufficient information about your product or service: the agency needs accurate and detailed information about what you sell in order to create compelling ads.
  7. No clearly defined expectations: Without clearly defined expectations, ambiguity and disappointment can result. It is important that the agency knows exactly what you expect from it.
  8. Not a long-term strategy: Google Ads should be considered as part of a comprehensive, long-term strategy. If you only have short-term goals in mind, you could miss out on long-term opportunities.
  9. Not enough freedom for creativity: Too strict specifications can limit the agency’s creativity and effectiveness. It is important to leave enough room for innovative ideas and strategies.
  10. Lack of analysis and feedback: It is important to regularly review results and provide feedback. Without this review and adjustment, your campaign might not be as successful as it could be.

Avoid these mistakes to ensure your Google Ads brief is as effective as possible.


In summary, it is important to create a comprehensive, clearly worded and meaningful Google Ads brief for your agency. Give your agency all the information they need to create a campaign that achieves your goals and showcases your brand online.

With these steps on your path to creating a powerful Google Ads brief, you’ll be well prepared to work with your agency. By setting clear goals from the start, identifying a relevant audience, and tailoring ad design to your business, you help your Google Ads agency develop a campaign that’s tailored to your needs.

About the Author

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Alexander Sperber is the Chief Executive Officer of UnitedAds, a company specializing in digital marketing strategies. With nearly two decades of experience, he has established himself as an expert in Google Ads and search engine optimization (SEO).

Under his leadership, UnitedAds has made a name for itself through innovative approaches to enhancing online visibility and achieving success in digital marketing.

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