Ad copy brief template for copywriters

Ad Copy Brief Template

1. Client / Product
   Name:
   USP (1 sentence):
   Target audience:

2. Campaign context
   Platform: Google Ads / Meta / both
   Campaign type: Search / Display / PMax / Social
   Goal: Leads / Sales / Traffic / Awareness
   Landing page URL:

3. Tone & restrictions
   Tone: Professional / Friendly / Urgent / Educational
   Words to avoid:
   Legal/compliance notes:

4. Deliverables
   Headlines (max 30 chars): × 10
   Descriptions (max 90 chars): × 4
   Call-to-action variants: × 3

5. References
   Competitor ads to beat:
   Existing top-performing copy: