The Ad Creative Brief Template
Tell your designer or AI tool exactly what to build so your first ad batch is testable, not a guess.
Most ad creative fails before anyone sees it. Not because the design is wrong, but because the brief was vague. This template gives a designer, a copywriter, or an AI tool the exact hook, angle, format, and emotional target they need to produce ads worth testing. Fill it in once per campaign. Use it every time you brief a creative.
Campaign Snapshot
One place to capture the basics so nothing gets assumed.
Campaign Snapshot
Campaign name: [SHORT INTERNAL NAME, e.g. May Lead Gen Push] Product or offer being advertised: [NAME OF PRODUCT, SERVICE, OR OFFER] Platform(s): [Facebook / Instagram / LinkedIn / TikTok / Google Display] Ad format(s): [Static image / Carousel / Short video / Story / Reel] Campaign objective: [Awareness / Traffic / Lead generation / Conversions] Launch date: [DATE] Budget for this creative batch: [TOTAL BUDGET OR DAILY BUDGET] Number of creative variations needed: [NUMBER]
Target Audience
The more specific you are here, the sharper the creative will be. Avoid describing everyone. Describe the one person who will stop scrolling.
Target Audience
Primary audience: [JOB TITLE, BUSINESS TYPE, OR LIFE STAGE, e.g. Founders running service businesses with 5 to 20 staff] Secondary audience (if any): [DESCRIBE OR WRITE 'None'] Age range: [e.g. 35 to 55] Location: [COUNTRY, REGION, OR CITY] Key pain point this audience has RIGHT NOW: [ONE SENTENCE, e.g. They are spending money on ads but have no idea which ones are working] What they have already tried that has not worked: [e.g. Hiring a freelancer, following YouTube tutorials, boosting posts] What they secretly want: [e.g. A system that runs without them having to think about it every day] Tone that will land with them: [Straight-talking / Warm / Data-led / Aspirational / Funny]
Hook and Angle
The hook is the first line, image, or frame that stops the scroll. The angle is the story or argument the ad tells. These two must work together. Fill in all three hook options so you have variations to test.
Hook and Angle
Primary hook (the scroll-stopper): [WRITE THE EXACT OPENING LINE OR DESCRIBE THE OPENING IMAGE, e.g. 'Your ads are running. Nobody is buying. Here is why.'] Hook type: [Question / Bold statement / Surprising stat / Relatable frustration / Before-and-after] Angle (the core argument or story of this ad): [ONE TO THREE SENTENCES, e.g. Most business owners set up ads once and never touch them. The algorithm is not the problem. The strategy is. This ad shows them the three things to fix first.] Hook variation B: [ALTERNATIVE OPENING LINE OR IMAGE DESCRIPTION] Hook variation C: [ALTERNATIVE OPENING LINE OR IMAGE DESCRIPTION] Emotional driver: [Fear of missing out / Fear of wasting money / Desire for simplicity / Desire for status / Relief / Curiosity] CTA (call to action): [EXACT WORDS, e.g. 'Download the free audit' / 'Book a call' / 'Get the guide']
Visual Direction
Give the designer or AI tool enough to work with so they are not making creative decisions on your behalf.
Visual Direction
Overall visual style: [Clean and minimal / Bold text-forward / Lifestyle photo / Flat design / UGC-style / Screenshot or proof-based] Colour palette: [LIST HEX CODES OR DESCRIBE, e.g. Navy #1C2B4A, white, and one orange accent] Font direction: [Bold sans-serif headlines / Clean editorial / Friendly rounded / Match brand fonts] Imagery or video direction: [DESCRIBE WHAT SHOULD APPEAR, e.g. Real photo of a person at a laptop, no stock images, natural light] Text on image (if any): [WRITE THE EXACT WORDS OR WRITE 'None'] Logo placement: [Top left / Bottom right / None for this format] Brand assets to include: [LIST FILE NAMES OR ASSET LINKS, or write 'See brand kit at [LINK]'] Things to avoid visually: [e.g. Stock images of people pointing at whiteboards, overly corporate feel, clip art]
Copy Guidelines
If you are briefing a copywriter or using an AI tool to write the ad body, these rules keep the copy on-brand and on-angle.
Copy Guidelines
Primary headline (for static or carousel): [WRITE THE HEADLINE OR LEAVE BLANK FOR COPYWRITER TO DRAFT] Body copy length: [Short, under 50 words / Medium, 50 to 150 words / Long-form, 150 words or more] Voice and tone: [DESCRIBE IN THREE WORDS, e.g. Direct, warm, no-nonsense] Words or phrases to use: [e.g. 'without the guesswork', 'in less than a week', 'already working for businesses like yours'] Words or phrases to avoid: [e.g. 'revolutionary', 'game-changing', 'unlock your potential'] Social proof to include (if any): [EXACT QUOTE, STAT, OR RESULT, e.g. '47 clients. Average 3.2x ROAS in month one.'] Offer or incentive to mention: [DESCRIBE OR WRITE 'None', e.g. Free 20-minute audit, no strings] Urgency or scarcity (only if genuine): [DESCRIBE OR WRITE 'None']
Testing Plan
A brief without a testing plan is a wish. Fill this in before briefing so you know what you are learning from this batch.
Testing Plan
What are you testing in this batch: [CHOOSE ONE: Hook / Visual style / Angle / CTA / Audience / Format] Variable A: [DESCRIBE THE FIRST VERSION] Variable B: [DESCRIBE THE SECOND VERSION] Variable C (if running three-way test): [DESCRIBE OR WRITE 'Not running'] Metric you will use to declare a winner: [Click-through rate / Cost per lead / Cost per purchase / Video view rate] Minimum spend before calling a winner: [AMOUNT, e.g. 50 per variation or 150 total] Deadline to review results: [DATE] Who reviews the data: [NAME] What happens to the losing variation: [Pause and archive / Retest with new hook / Escalate to agency]
You do not have to do this yourself.
This resource hands you the volume. The strategy, the judgement, and the bit where it all connects is the work I do for clients: lead generation, ads, SEO, workflow automation, HubSpot, and the systems that make them compound. Done for you, consulting, coaching, or training.
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