Choose one useful goal
Start with what you want someone to do: recognize your business, explore a menu, learn about a service, request information or plan a visit. A single goal makes the headline, destination and reporting conversation easier to define.
For a restaurant, “help nearby visitors choose dinner” is a practical starting point. It points toward hospitality settings, an inviting menu message and a mobile page with current hours and directions.
Match the idea to the setting
Think about the visitor's situation. A hotel guest planning an evening, a customer waiting for a vehicle service and a visitor in a medical office have different needs. The setting should give your message a reason to appear.
Share the target city, service area and venue context with the team, and review the actual proposed location before treating it as available.
Write an offer people can understand
Use one main thought and one next step. An offer can be an introduction, an experience, a useful service or a promotion. It doesn't have to be a discount.
If the message includes a price, promotion or time limit, make sure the details can be explained accurately. Prepare a destination page that delivers what the creative promises: the right menu, booking information, event details or contact route.
Prepare the campaign brief
Bring your business identity, goal, target market, venue setting, offer, timing and creative readiness. A budget preference helps frame the conversation, but doesn't set a package price or a delivery forecast.
Decide who approves creative and who can answer business questions. Include the current destination URL and any restrictions that matter to your business or the venue.
Review the proposal and the reporting
Before a campaign is confirmed, review the placement, format, creative requirements, term, price, update process and reporting. Ask what each metric counts and how often you'll receive it.
Delivery, recorded interaction and business outcomes answer different questions. A display impression isn't a verified unique customer or a sale.
“We're a restaurant in Phoenix. We want nearby visitors to explore our dinner menu. We'd like to discuss a suitable hospitality venue, an inviting menu message and a campaign around our seasonal menu launch.” That's enough to start. The planner turns it into a brief you can share.
Build your brief in four short steps.