Campaign planning kit

DemandCampaign Brief

A worksheet that takes a client conversation — "how can we promote this?" — and turns it into a concrete demand generation build plan.

Try version 2

Retro illustration of a marketing scientist holding a campaign checklist beside charts and ad creative screens
00

The brief

The basics so nobody has to ask what this is later.

Campaign nameA working title is fine
Client or brand
Target start date
End date or ongoing
Landing pageThe exact page the ad sends people to
01

Client discovery

Lock down what we are promoting, what the campaign must achieve, and how we will judge progress before we have perfect numbers.

What are we promoting?The offer, action, or thing the ad is selling
Campaign objectiveWhat the business needs this to achieve
Why is demand gen the right lever?Why paid demand gen and not email, SEO, partnerships, etc.
What could make this not work?Risks or unknowns that would kill the campaign
Primary KPIThe metric we will optimize toward
Other KPIs we will trackA few supporting numbers, not a full dashboard
How will we know it's working?Target, guardrail, or learning goal for the KPI above
02

Strategy

Turn the objective into a plan: the kind of push, the timing, and the insight that makes someone act now.

What kind of push is this?Pick one
Promotion, sale, or offer detailsLeave blank if not a promo
Season, holiday, or eventIf it applies
Market opportunityWhy this moment matters
Competitive contextWho we are answering or differentiating against
Why nowLaunch trigger or urgency
Key insightThe belief that makes this campaign worth running
03

Audience & market

Who should see this, what they care about, how to reach them, and where they live.

Audience segment 1

Segment nameA short label you will use in the ad account
Audience typePick one
How much they already knowPick one
Who they areRole, life stage, buying trigger
What they care aboutThe pain or desire that drives this segment
The problem we solve for themTheir specific job to be done
How we will target themAudiences, keywords, placements, or lists
Markets or countries
Language of the adsMust match the landing page
04

Offer & messaging

The concrete reason someone acts now, and the one-sentence hook that carries the ad.

The offer
Why us and not the alternative
Proof we can actually showOnly claims the landing page backs up
Messaging hookThe single sentence that will appear across headlines and descriptions
05

Creative direction

Pick the starting point for creative, then answer the questions that match it.

TreatmentPick one
Where the ads should runSelect all that apply
Creative starting pointPick the scenario that matches this campaign
Image style or mood
Look and feel
Do not do
06

Creative asset formats

Which creative formats will this campaign actually use?

Which assets will we use?Select all that apply
07

Ad messaging

Set the direction so the person writing the ad knows what to say, without forcing final copy at this stage.

What the ad must communicateThe two or three things every ad should make clear
Tone of voice
Call-to-action direction
Proof points or claims to referenceOnly claims the landing page backs up
Copy or claims to avoid
08

Measurement

If the action is not tracked, the campaign cannot be optimised.

Already in placeTick what is confirmed working
The exact conversion action being counted
09

Build checklist

Use this list to know exactly what to create before launch. Tick items off as they are done.

Quality gate

Before launch, run every image and video through the MOCA quality review at moca.paidsearchmagic.dev. Fix anything it flags before the final QA.

10

Sign off

Who says yes, and anything legal or brand needs to see first.

Approver
Legal or brand notes

Your finished brief

DEMAND GENERATION CAMPAIGN BRIEF

1. CLIENT DISCOVERY

2. STRATEGY

3. AUDIENCE & MARKET

Audience segment 1: (unnamed)

4. OFFER & MESSAGING

5. CREATIVE DIRECTION

6. CREATIVE ASSET FORMATS

7. AD MESSAGING

8. MEASUREMENT

9. BUILD CHECKLIST
[ ] Campaign shell and naming convention
[ ] Conversion action and event mapping
[ ] Audience segments and exclusions
[ ] Landing page or lead capture form
[ ] Confirmation or thank-you page
[ ] Headlines and descriptions in the brief
[ ] Image and video creative assets
[ ] Run creative assets through the MOCA quality review
[ ] Ad extensions or assets as needed
[ ] UTM tags and tracking templates
[ ] CRM or lead routing rules
[ ] Launch QA and preview links
[ ] Reporting dashboard or cadence

10. APPROVALS