New format
Paid-search brief: what to include
Without a brief, the client’s expectations stay in their head and the contractor optimizes “as usual.” Then you argue about “too few leads” with no shared starting point.
Below: a simple paid-search brief plan (and SEO next door if it’s one project). It isn’t a website brief and isn’t a contract replacement — a frame of meaning before launch. The more concrete the facts, the fewer report fights.
Why a brief
A brief locks what you want, on which platforms, and how you’ll measure success. Otherwise “grow sales” reads ten ways.
Depth varies: from short (budget, object, audience) to detailed (creatives, negatives, geo). For paid search a structured middle usually works — without micromanaging every keyword.
Section plan
Goals and format: Search/networks, Direct/Google Ads, expected effect (leads, sales, awareness, promo) — measurable.
USP and competitors: how you differ with facts, which customer pain you close. Not “we’re the best,” but verifiable advantages.
The problem now: little traffic, traffic but few leads, weak brand — that sets the work focus.
Budget and scale rules; deadlines for interim results and evaluation metrics.
Audience and geo: who buys, where you serve, what you confirm with data — not a guess.
Limits: legal wording, no brand comparisons, required disclaimers, access to Metrika/accounts.
Minimum in a one-page brief:
- goal and KPI
- test budget
- geo and offer
- what you’ve already tried
- what a good lead looks like
- contacts and access
Alignment and common sense
After filling it in, check with the contractor: what’s realistic for the budget and timeline. A rigid brief with an impossible CPL only breeds conflict.
Clients often overrate pretty product details and underrate delivery, price, and reply speed — give the specialist room to propose ad hypotheses.
The brief is living: after the first month update KPIs and limits from the data.
FAQ
Is a paid-search brief required?
For a complex launch — yes. A short list of goals, budget, and KPIs already cuts misunderstanding.
How is a paid-search brief different from a site brief?
A site brief is product and structure. A paid-search brief is channels, audience, budget, and success criteria for ads.
Do you need finished ad copy in the brief?
Optional. Offer, brand bans, and “what not to do” examples matter more. Copy is often tested by the contractor.
Which KPIs should you list in the brief?
Ones you can measure: CPL/CPA, lead count, ROAS — with a lead definition. Not “page-one rankings” as a paid-search goal.
Is “budget as possible” OK in a brief?
No. You need a test limit and a condition for when you’re ready to scale.
Is “all men 25–45” enough as an audience brief?
No. You need the customer’s job, geo, what you’ve tried, and why they choose you.
Should you listen to the contractor on the brief?
Yes if you trust them: the client knows the product; the specialist knows the auction and click wording.
Launching ads — with “grow sales” as the only KPI?
We’ll lock goal, test budget, geo, USP, and lead definition on one page so reports don’t turn into blame games.
Discuss the task
