Project brief
Google Ads brief
What we need to know before we spend a penny of your money on ads.
Nothing on this form is compulsory except your name and an email address so we can reply. The more you answer, the closer the first quote is to the final one. "Not sure" is a fine answer; we'll help with it on the call.
01What you want to advertise
Not everything you do belongs in an ad. Start with the work you want more of.
Why we ask: Ads work best pointed at a few high-value things, not the whole business.
Why we ask: Area is the biggest lever on both cost and waste. Ads showing 40 miles outside where you'll travel are money gone.
- A radius around our base (tell us how far below)
- Specific towns or counties
- The whole UK
- UK and other countries
Why we ask: We plan spend around your busy periods rather than spreading it thin.
- Steady all year
- Busy seasons (tell us when)
- Tied to specific events or dates
- Not sure
02What a customer is worth
This is the question most agencies skip, and the one that decides whether ads will ever pay for themselves.
Why we ask: If a lead costs £40 and a job is worth £3,000, ads are an easy decision. If a sale is worth £30, the maths is tighter and we'll tell you.
- Under £100
- £100 to £500
- £500 to £2,000
- £2,000 to £10,000
- Over £10,000
- It varies a lot
Why we ask: Combined with the value above, it tells us what we can afford to pay per lead.
- One or two
- Three to five
- Six or more
- No idea
Why we ask: We size the budget to the target, not the other way round.
03Budget and what's been tried
The ad spend goes to Google. Our fee for running it is separate, and we'll state both clearly in the proposal.
Why we ask: Click costs vary enormously by industry. Some searches are 80p a click, some are £15. We check yours and tell you whether the budget is enough to learn anything from.
- Under £500 a month
- £500 to £1,000
- £1,000 to £2,500
- £2,500 to £5,000
- Over £5,000
- Tell me what it needs to be
Why we ask: An existing account is a goldmine of data about what works and what doesn't. We'd rather build on it than start from nothing.
- Never
- Yes, ourselves
- Yes, through an agency or freelancer
- Running now, want it done better
Why we ask: Ads work best alongside the rest. If you're already paying for leads elsewhere, we compare the cost.
- SEO
- Meta (Facebook or Instagram) ads
- Directories like Checkatrade or Yell
- Email marketing
- Nothing at the moment
04Your website and tracking
Ads send people to a page. If the page doesn't convert, the ads can't either.
Why we ask: We look at where the ads would land and whether it's fit to receive paid traffic.
Why we ask: A dedicated landing page usually halves the cost per lead compared with sending clicks to the homepage. If pages are needed, they go in the proposal.
- Yes, good pages for each
- Sort of, but they need work
- No, everything goes to the homepage
- Not sure
Why we ask: Without conversion tracking, nobody can tell whether the ads work. Setting it up is the first week's job if it isn't there.
- Yes, we track it
- Partly
- No
- Not sure
Why we ask: Each one needs tracking differently (calls especially), and it shapes the ad formats we use.
- Phone
- Contact form
- Online booking
- Buying online
- WhatsApp or chat
- Walk in
05How to reach you
Last bit. Who should we come back to, and how? Your name and an email address are the only two things we need; everything else on this form is optional.
Why we ask: We send a copy of your answers here, so you have them too.
- A quick phone call
- Either is fine
- Google search
- Recommended by someone
- Social media
- Saw a site you built
- Existing client
- Other