Creative work moves faster when the brief answers the questions a designer and reviewer would otherwise ask in separate messages.
Define the audience
Describe the audience's situation, problem, and awareness level. Tie the audience to the campaign objective and landing page. Avoid a broad label that could describe everyone.
Define the message
State one promise and the evidence that supports it. Explain the action the viewer should take and what they will find after clicking. Do not include public rates, guarantees, or claims without a source.
Define the variants
Specify what changes between variants, such as opening line, visual treatment, or proof point. Keep the test interpretable. The paid ads reporting guide can help connect variants to a review plan.
Add the QA gate
List required sizes, destination URLs, tracking fields, accessibility checks, and approvers. A complete brief makes rejection specific and keeps production focused on the intended experiment. +## Connect promise to destination
Write problem, single promise, proof, and first action after the click. If an ad promises a routine but the destination is only a broad service page, the test measures mismatch. Avoid unsupported guarantees.
Keep experiments interpretable
Change one meaningful variable when possible. Define audience, window, outcome, and guardrails before launch. QA destination, tracking, sizes, accessibility, and approval.
