The minimum viable brief
- Account and platform: the exact workspace and ad account.
- Time range: explicit dates or a relative window.
- Goal: the metric or business outcome to optimize.
- Budget: current cap and any permitted change.
- Constraints: geography, audiences, brand, tracking, and exclusions.
- Approval boundary: read only, dry run, draft/paused, or approved writes.
Copy-paste template
Account: [workspace / provider account name or ID]
Platform: [Google Ads / Meta / LinkedIn / ...]
Date range: [YYYY-MM-DD to YYYY-MM-DD]
Goal: [business outcome and target metric]
Budget: [current budget and maximum permitted change]
Scope: [campaigns, audiences, geographies, landing pages]
Constraints: [must keep, must exclude, tracking requirements]
Approval: [read only | dry run | create paused drafts | ask before every write]
Output: [table, recommendation, draft plan, or executed change log]Weak and strong
| Weak | Why it fails | Stronger |
|---|---|---|
| “Fix my ads.” | No account, outcome, or write boundary. | “Analyze Acme Google Ads for July 1–19. Find CPA drivers. Read only; return three ranked changes.” |
| “Launch LinkedIn.” | No audience, budget, conversion, or approval state. | “Draft a paused LinkedIn lead-gen campaign for US RevOps leaders, $100/day cap, demo requests as the goal. Do not enable.” |
| “Increase budget on winners.” | “Winner” and the maximum change are undefined. | “For campaigns with ≥20 conversions and CPA under $80 in the last 30 days, propose increases capped at 15%. Ask before writing.” |
A safe first request
After reviewing the account and measurement quality, issue a separate request for a dry run or paused draft.