SERVICE-BUSINESS META ADS CREATIVE BRIEF Owner worksheet — copy one per offer/audience. Fill every field or mark it “unknown / needs checking.” Do not treat a blank as approval. A. BUSINESS AND OFFER Business name: ______________________________________________ Service to advertise (exact scope): ____________________________ Service area and travel limits: ________________________________ Offer / next step: ____________________________________________ Who is eligible: ______________________________________________ Exclusions, conditions, capacity limits: _______________________ ______________________________________________________________ B. ONE BUYER, ONE PROBLEM Who makes or joins the decision? _______________________________ What specific situation do they want help with? _________________ What do we know first-hand? ___________________________________ What is still unknown? ________________________________________ C. CUSTOMER WORDING — ONLY IF REAL AND CLEARED Exact words (copy exactly; do not improve into a quote): ______________________________________________________________ Where/how collected: __________________________________________ Date or approximate date: _____________________________________ Who recorded it: _____________________________________________ Permission to use in paid advertising? YES / NO / NOT ASKED Permission record / limits / expiry: ___________________________ If no approved wording is available, write: NONE PROVIDED. Do not invent a review, testimonial, customer opinion or quotation. D. PROOF AND CLAIMS Approved proof available (attach or identify): __________________ What does it actually establish? _______________________________ Evidence owner and date: ______________________________________ Permission for this use: ______________________________________ Claims proposed for the ad that still need checking: 1. Claim: __________________________ Evidence needed: __________ Owner / due date: ___________________________________________ 2. Claim: __________________________ Evidence needed: __________ Owner / due date: ___________________________________________ 3. Claim: __________________________ Evidence needed: __________ Owner / due date: ___________________________________________ Do not state savings, performance, price, availability, warranty, customer result or comparison unless it is accurate, documented, approved and applicable to this offer. E. PHOTOS, VIDEO AND OTHER VISUALS Asset filename or description: __________________________________ Actual photo/video or generated illustration? ___________________ Owner / photographer / source: _________________________________ Permission for paid ads confirmed by: __________________________ People, property, logo or other rights cleared? __________________ Use limits / expiry / attribution: ______________________________ A generated image of an installation is an illustration, not proof of a real customer, project, team or completed installation. Label it as illustrative; never present it as actual work. F. CREATIVE CONCEPTS Concept 1 — buyer problem or decision this idea addresses: ______________________________________________________________ Prospective opening line (no unsupported result): _________________ What factual offer detail supports it? ___________________________ Concept 2 — a meaningfully different buyer problem/decision: ______________________________________________________________ Prospective opening line (no unsupported result): _________________ What factual offer detail supports it? ___________________________ Cosmetic changes we may also make (crop, color, captions, etc.): ______________________________________________________________ What stays the same in those variants? __________________________ A concept changes the reason or buyer decision the ad addresses. A cosmetic variant changes presentation while keeping that idea. Do not count several surface edits as several distinct concepts. G. CUSTOMER JOURNEY AND HANDOFF Where does the person respond? _________________________________ What exactly happens next? _____________________________________ Who owns the first response? (name or role) _____________________ When is that owner available? __________________________________ How is a suitable enquiry recognized? __________________________ When must a person take over? __________________________________ What happens if nobody is available? ___________________________ H. SPEND AND APPROVAL Currency: ______________________ Approved limit: _______________ Limit applies to (period / campaign / other): ___________________ Who controls the ad account and spend? _________________________ Who can authorize a change to the limit? ________________________ Who reviews final copy and visuals? _____________________________ Who gives explicit approval before launch? ______________________ Stop condition / unresolved item that blocks launch: ____________ ______________________________________________________________ No agency or automated workflow may infer approval from silence. I. SUCCESS DEFINITION What counts as a suitable enquiry? _____________________________ What counts as a confirmed booking? ____________________________ What counts as an attended call/appointment? ___________________ What counts as a paying customer? ______________________________ Who records each status, and where? ____________________________ When will the business review the cohort? ______________________ Report enquiry cost separately from suitable enquiries, confirmed bookings, attended calls and paid customers. A cheap lead alone is not evidence of a successful campaign. Do not claim a causal lift or profit unless the records and comparison support that conclusion. J. FINAL CHECK BEFORE APPROVAL [ ] Service, service area, eligibility and exclusions are accurate. [ ] Customer words and proof have permission and context recorded. [ ] Each claim has evidence or has been removed. [ ] Every visual has the required rights; generated scenes are not represented as actual installations or customers. [ ] Next step and response owner are real and available. [ ] Spend limit, change authority and approval owner are explicit. [ ] Success includes downstream quality, attendance or paid outcome. [ ] Unknowns and stop items are visible; no blank means “approved.” ILLUSTRATIVE EXAMPLE ONLY — NOT A REAL CLIENT OR PROJECT Assume for this exercise that a Kenyan solar installer offers a site assessment for small shops in Kisumu before preparing a proposal. This example supplies no actual customer, quote, price, savings, system specification, installation photo, testimonial or result. Concept 1 (assessment preparation): “Planning a solar site assessment for your shop in Kisumu? Note the location and the power needs you want to discuss.” Concept 2 (assessment before proposal): “Need a solar proposal for your Kisumu shop? Start by arranging a site assessment.” A wording-only variant of Concept 1 would still be the same idea. Use the example only to understand the form; replace all assumptions with the business’s approved facts before using a brief.