Client Briefing Form

A structured client onboarding template for collecting campaign goals, audience notes, budget details, and constraints.

For agencies and freelancers taking on a new paid-media or digital client.

How to use it

Fill the header. Who filled it in, the company, email, date, campaign name and expected launch date.
Send it to the client. Each row has a description and a filled-in example answer, so the client sees what a useful answer looks like.
Go through it on the kickoff call. Use the answers to agree the services, objectives, budget and the one metric everyone will judge the work by.

Worked example: What the 12 sections cover

Brand and product background, digital assets (website, social pages, Google Analytics, tag manager, reporting), the services needed (strategy and planning, media buying, creative and copy and more, as tick boxes), marketing objectives, market and geography, audience, ad tech already in place, media budget, north star metric, existing setup, future plans, and a sample creative with its campaign objective.

Questions

Can I send it as it is?

Yes. The example answers are there to show the level of detail you want; ask the client to replace them.

What do I do if the client leaves the budget blank?

Do not start planning. Agree a range on the call first; every other answer depends on it.

Is this only for Google and Meta campaigns?

No. The questions are channel-neutral, so it works for SEO, email or any mix of channels.

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