Paid acquisition landing brief
Create a landing page that matches the ad promise, helps the right visitor decide, and measures valuable conversions.
Marketing and campaigns · 45 min · Standard · 28 questions
Traffic and audience
Which campaign sends visitors to this page?
Which search terms bring visitors here?
Who is the page for?
What are visitors likely to know already?
Who should the landing page qualify?
Message match
Which promise must match the ad?
Which words should stay consistent from ad to page?
Which offer should the page present?
Which call to action should match the ad?
Proof and objections
Which objection needs proof?
Which customer evidence can we show?
How can the product demonstrate its value?
What would reduce the visitor's sense of risk?
Conversion
Which action counts as a conversion?
Which later event shows whether that conversion was valuable?
Which fields does the form need now?
Where should each lead go after submission?
What should happen if submission fails?
Performance and tracking
How fast must the page load?
What consent is required before tracking?
How will conversions be attributed to the right campaign?
How will fraudulent submissions be identified?
Which data must reach the CRM?
Experiments
Which landing-page hypothesis will we test?
How much traffic does the test need?
How will visitors be assigned to variants?
How long should the test run?
What result would stop the test early?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when paid traffic must be qualified and converted with campaign-specific evidence.
Best used as: Live call · Async intake
- Category
- Marketing and campaigns
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Marketing designerFreelancer / agency designer
- Audience
- Marketing teamsDesign agenciesFounders and operatorsDesign leads
- Platforms
- WebEmailSocialAdvertising
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowth
- Tags
- marketing-and-campaignspaid-acquisition-landingproduct-and-experiencepaid-landing-pageacquisition-funnel