Purpose
To provide a standardized template for briefing ad campaigns (creative + copy + targeting).
This ensures campaigns are persona-aligned, funnel-driven, and messaging-consistent across platforms.
Template Structure
| Field | Description | Example (B2B SaaS) | Example (B2C Service) |
| Campaign Name | Internal naming convention | SaaS_Onboarding_Q1_Demo | Cleaning_Spring_Offer_Q1 |
| Objective | Awareness, Engagement, Conversions | Conversions – Demo Bookings | Conversions – Service Bookings |
| Funnel Stage | TOFU / MOFU / BOFU | BOFU | BOFU |
| Target Persona | ICP Persona (decision-maker, influencer, user) | CTO (Decision-Maker) | Busy Working Mom |
| Messaging Pillar (EPIC 1 – Doc 3) | Key brand message to reinforce | “Cut churn by 30%” (Outcome-Driven) | “Verified Staff = Safer Homes” (Trust & Safety) |
| Primary Channel(s) | Paid platforms | LinkedIn, Google Search | Facebook, Instagram |
| Audience Targeting | Geo, demographics, interests, lookalikes | US, UK; SaaS CTOs 30–45; 50–200 employee companies | Metro areas; Women 28–40; Dual income families |
| Ad Format(s) | Static, carousel, video, lead form, search | LinkedIn Lead Form + Google Search Ad | FB Carousel + Instagram Reel |
| Primary Copy (Headline + Body) | Draft ad copy | “Cut SaaS churn by 30% – Book a demo today. Trusted by 100+ SaaS teams.” | “Don’t risk your family’s safety. Book verified cleaners today – 20% off your first service.” |
| Creative Notes | Design/visual direction | Carousel: Problem → Solution → Proof → CTA | Reel: Before/After Cleaning + Offer overlay |
| CTA | Funnel-appropriate action | “Book Demo” | “Book Now” |
| Budget Allocation | Daily/total budget | $2,500/month | $1,000/month |
| Tracking & UTMs | UTM tags for reporting | utm_source=linkedin&utm_campaign=demo | utm_source=facebook&utm_campaign=springoffer |
| Owner | Assigned specialist | Paid Ads Specialist | Social Ads Manager |
| Deadline | Launch date | March 15 | March 20 |
| Approval | Required approvers | Performance Marketing Manager + Client POC | Marketing Lead + Client POC |
Blank Reusable Template
| Field | Entry |
| Campaign Name | |
| Objective | |
| Funnel Stage | |
| Target Persona | |
| Messaging Pillar | |
| Primary Channel(s) | |
| Audience Targeting | |
| Ad Format(s) | |
| Primary Copy | |
| Creative Notes | |
| CTA | |
| Budget Allocation | |
| Tracking & UTMs | |
| Owner | |
| Deadline | |
| Approval |