For an online store
Share product priorities, margins, average order value and the purchase journey. Explain whether the concern is purchase volume, acquisition cost, unreliable value reporting or a particular product range.
Resources / Practical PPC guide
What to Prepare Before Hiring a PPC Specialist
A useful first discussion does not require a perfect brief. It does need enough business context to understand what the advertising should achieve and which problem matters most.
These inputs help me assess whether management, an audit or a tracking project is the right starting point.
Explain the offer and the customer
Share the website and the products or services you want to advertise. Identify the markets you serve and practical limits such as locations, availability or the type of enquiry your business can handle.
If you serve several language groups, explain the preferred languages and the pages available to customers. Countries alone do not establish which message or destination page is appropriate.
Describe the goal in business terms
For lead generation
Define a relevant enquiry and how leads are handled. Explain what makes a lead unsuitable and whether your team can provide qualification or sales feedback. Increasing every form submission is not a complete goal.
Bring account context rather than passwords
Say which platforms and accounts already exist, whether campaigns are running and roughly what you spend per month. Describe recent changes and the main concern. Confidential customer information is not needed in a public enquiry form.
You keep ownership. Review or management access uses supported platform invitations or partner tools after we agree permissions and scope. The intended access process does not require emailing account passwords.
List the tracking and assets already available
Describe the website platform, GA4 or GTM setup and the actions currently counted as conversions. If the setup is unclear, say so. A button click, completed enquiry and qualified lead are different events.
Identify approved images, videos, product information and offers. For paid social and TikTok, suitable creative can influence the plan. Campaign management does not automatically include producing unlimited assets, and website implementation responsibilities need to be clear.
Separate advertising budget from the service fee
Give an approximate monthly advertising budget, paid separately to the platform. Then assess the management fee or project quote. My pricing is per ad account, with final scope based on campaigns and workload.
If you are still planning the budget, say that. The platform mix, creative and useful measurement should inform the discussion.
A concise brief you can send
- Website and product or service priorities.
- Business type, target markets and preferred languages.
- Existing platforms and approximate monthly ad spend.
- Main goal or problem, plus reliable purchase or lead feedback.
- Current tracking, approved creative and website responsibilities.
Use Contact to share the essentials. I review the context and discuss whether the scope fits. An audit can be defined separately if it is a better starting point than management.
Discuss the right scope for your business
Tell me about your website, target markets, advertising spend and main priority. I will review the context and discuss a practical scope with you before any work starts.