
Offer clarity
State eligibility, price context, and next steps where relevant. Remove surprises between the advertisement and the page. Bring sales questions into the brief so the work answers real concerns.
Use a defined budget, audience, duration, and success measure. Do not expand every format before the first customer path works. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




