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Reference file

Ad brief templates

ad-brief-templates.md

Ad brief templates

Use the template matching the ad's format. Only produce briefs for formats the strategy calls for. Every brief starts with a header block:

Ad name: [ad-set] · Ad [N] · [slug]
ABM Campaign: | LinkedIn Campaign: | Ad set: | Format: | Persona:
Images needed: [exact filenames, or "REQUEST: description of missing image"]

IMAGE ad brief

Ad Copy BRIEF

Ad name:

Introductory Text:

(example)

Great onboarding gets users started. Great products keep them coming back. The companies with the highest product adoption don't stop engaging users after signup—they continuously educate, announce, guide, and personalize every stage of the customer journey. That's exactly what Userpilot was built for.

Personalized Introductory Text (Option 2 – Macros):

(example)

Hey %FIRSTNAME% — onboarding isn't where product adoption ends. With Userpilot, %COMPANYNAME% can continuously educate users, announce new features, drive adoption, and collect feedback—all inside your product.

Ad Headline:

(example) Continuous Product Adoption Starts In-App

Design BRIEF

✍🏻 Text on the ad

  • H1 (example) 94% of your features are NEVER used 😱
  • H2 (example) User onboarding + in-app engagement = continuous product adoption
  • Body Text (example) Userpilot has all you need to boost product adoption ✓ Feature announcements ✓ Checklists ✓ Tooltips ✓ Contextual guidance ✓ Surveys ✓ Upsell prompts

🎨 Design of the Ad Graphic

Story [be concise!!!] (example)

Visualize adoption as an upward journey rather than a funnel. A staircase or looping product lifecycle; each step is another capability (Welcome → Checklist → Feature discovery → Announcement → Survey → Advanced adoption → Expansion). A user avatar moves upward; at the top: 🚀 Power User.

Also state: design pattern used (from the Ad design patterns reference) and images needed.

VIDEO ad brief

Ad Sizes:

  • Vertical (9:16): Max 1080 × 1920 px
  • Landscape (16:9): Max 1920 × 1080 px

Ad Copy BRIEF (Asset Owner fills in for Asset Launcher)

Introductory Text (ad "body" text) — [Max 600 characters] Option 2 with macros available: %FIRSTNAME%, %COMPANYNAME%, %INDUSTRY%, %JOBTITLE% (example) "Hey %FIRSTNAME%, download our State of Product Analytics 2025 report to learn how product teams use AI in 2025 to gain actionable insights from their user data, and get better at prioritizing their product roadmap! We surveyed 194 product managers across 160 teams in 22 countries to learn their secrets - don't miss it! 👇"

Headline: [Max 200 characters] (example) 👉 194 product managers across 160 teams in 22 countries don't lie - AI has changed Product Analytics. Learn how.

Video script: [Write the full script: 0-3s hook → problem → proof → end-card CTA. Under 30 seconds, captions on, designed for sound-off viewing.]

DOCUMENT ad brief

1. Document concept

  • Document title: [Title]
  • Document type: ☐ Guide ☐ Checklist ☐ Playbook ☐ Report ☐ Framework ☐ Case study ☐ Template ☐ Comparison
  • Core promise: What will the reader learn or achieve? [One clear sentence.]
  • Unique angle: What makes this worth reading? (original data, real examples, practical templates, contrarian insight, step-by-step framework, customer results)
  • Product connection: How does the content naturally connect to the product without becoming a sales brochure? [Short explanation.]

2. Ad copy

  • Introductory text: [Hook with a problem, insight or result.] [What they'll get from the document.]
  • Headline: [Short, benefit-led]
  • CTA: [Download / Read now / Learn more / Unlock]

3. Cover

  • Main title: [One clear promise]
  • Subtitle: [What's inside]
  • Proof point: (e.g. "Based on 100 campaigns", "Includes 10 examples", "2026 benchmark data")
  • Cover visual: [Chart, illustration, screenshot, framework or bold statistic]

4. Document structure

  • Page 1: Cover — clear title, subtitle, strong visual
  • Page 2: Hook — surprising insight, problem or statistic
  • Page 3: Why it matters — impact of the problem
  • Pages 4–8: Main content — one idea/lesson/step per page
  • Page 9: Proof — data, screenshots, examples or results
  • Final page: CTA — takeaway + next step

CAROUSEL ad brief

1. Carousel concept

  • Carousel title: — Core message: [the single idea]
  • Format: ☐ Step-by-step ☐ Tips or mistakes ☐ Before and after ☐ Framework ☐ Product use cases ☐ Customer story ☐ Data or insights ☐ Comparison
  • Product connection:

2. Ad copy

  • Introductory text: [Hook + what the reader will learn]
  • Headline: — CTA:

3. Carousel structure (5–7 cards; card 1 carries ~76% of impressions, CTA on the final card)

For each card: Headline / Supporting copy / Visual

  • Card 1: Cover — strong opening statement + promise
  • Card 2: Hook — problem, insight or surprising fact
  • Cards 3–6: Points 1–4 — one takeaway per card
  • Card 7: Product connection — how the product helps (screenshot, workflow or result)
  • Final card: CTA — desired outcome + next step

4. Design direction

Visual style / Brand colours / Imagery / Recurring elements (card number, logo, progress bar) / Reference ads

5. Final checklist

☐ Strong cover headline ☐ Clear story across cards ☐ One message per card ☐ Copy fits the design ☐ Product connection included ☐ Final CTA included ☐ Consistent visual style ☐ Links & tracking checked

TEXT ad brief

Ad Copy BRIEF (Asset Owner fills in for Asset Launcher)

  • Ad headline: [Max 25 characters] (example) FREE 100K lifecycle emails
  • Ad Description: [Max 75 characters] (example) Send emails to users based on in-app behavior

Count the characters. Over-limit copy gets rejected by LinkedIn; write 2–3 headline variants.

TLA (Thought Leader Ad)

Do not use a template from this file. Follow the TLA writing reference - TLAs are written as a real person's organic post, with their own rules, interview inputs and checklist.