What action do you want?
Choose the action the campaign is meant to encourage: a call, an enquiry or an appointment request. Explain what makes that action useful to your business.
A shared goal helps the team decide what the landing page, creative and reporting should focus on.
Who is the service for?
Describe the customer, the area you serve and the circumstances that lead someone to need your service. Include any limitations the team should know.
This context gives the offer and creative a practical direction. Avoid trying to speak to every possible customer in one message.
What makes the offer clear?
State what is included, how the customer can enquire and any terms they need before making a decision. Make sure the business can deliver what the advertisement describes.
Keep the advertisement and destination page consistent. A visitor should recognize the same service and next step after clicking.
Which assets are ready?
List the available photos, video, brand elements and approved service information. Agree who creates new assets and who approves them.
If AI assists production, review the result for accuracy and ensure it represents the offer honestly. An attractive image is useful only when it supports the message.
Who handles the opportunity?
Define how new requests reach the team, who responds and how the eventual outcome is recorded. Check the route before launch.
In the proposal, distinguish creative production, setup, management, advertising spend and third-party costs. Agree how changes will be reviewed.
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