How to Create the Perfect Briefing for Your Google Ads Agency

1. Define Your Business Goals

Start by outlining your overall business goals. Be specific, measurable, and time-bound.

• Context: Clear business goals provide direction and help the agency align its strategies with what you want to achieve.
• Example: Increase online sales by 25% within six months, generate 500 qualified leads per month, or improve brand awareness by increasing website traffic by 40%.

2. Specify Campaign Objectives

Break down how Google Ads can support your broader business goals.

• Context: Campaign objectives translate high-level business goals into specific marketing actions.
• Examples: Boost product sales, drive sign-ups for newsletters, or promote a new product launch.

3. Define Target Audience

Clearly describe your target audience to help the agency craft tailored campaigns.

• Context: A well-defined target audience ensures that campaigns reach the right people, maximizing efficiency.
• Examples:
  • Demographics: Age, gender, location.
  • Interests & Behaviors: Online activity, purchasing habits.
  • Customer Personas: Describe key personas with detailed traits like “Tech-savvy millennials interested in smart home gadgets.”

4. Provide Branding Guidelines

Maintain brand consistency by sharing relevant assets and style instructions.

• Context: Consistent branding builds trust and recognition.
• Examples: Share logo files, fonts, brand colors, tone of voice, and examples of past successful campaigns.

5. Share Key Performance Indicators (KPIs)

Set clear KPIs to measure campaign success.

• Context: KPIs define what success looks like and help track progress.
• Examples: Cost Per Click (CPC), Return on Ad Spend (ROAS), Click-Through Rate (CTR), and Conversion Rate.

6. Allocate Budget and Timeline

Discuss your budget and campaign timeline.

• Context: A well-planned budget and timeline ensure resource efficiency and timely campaign execution.
• Examples: Set a total budget, define daily spend limits, and specify campaign launch and end dates.

7. Detail Products or Services

Describe your products or services thoroughly.

• Context: Detailed product information enables the agency to craft compelling ad content.
• Examples: Highlight unique selling points (USPs), product categories, bestsellers, and current promotions or discounts.

8. Provide Competitor Insights

Help the agency understand your market by listing key competitors.

• Context: Competitor insights allow the agency to differentiate your offerings and identify market gaps.
• Examples: List competitors and describe their advertising strategies, market trends, and industry benchmarks.

9. Set Reporting Expectations

Ensure transparency by defining reporting requirements.

• Context: Regular reports provide visibility into campaign performance and guide adjustments.
• Examples: Agree on report frequency (weekly, monthly), preferred format (dashboard, PDF summary), and key metrics to be included.

10. Clarify Communication Channels

Define how you’ll collaborate and communicate.

• Context: Clear communication channels streamline collaboration and reduce misunderstandings.
• Examples: Specify preferred tools (email, Slack, project management software), schedule regular check-in meetings, and designate a point of contact from your side.

By following these steps, you’ll create a comprehensive briefing that sets the stage for a productive partnership with your Google Ads agency, ensuring campaigns that drive results and maximize ROI.