Ad creative brief builder
Turn a reference into a clear assignment: who the ad is for, what it promises, what proves it and what you will test.
Free to use. No account required.
Your assignment
Your creative brief
0 of 8 sections completed. Copy or download it when ready.
AD CREATIVE BRIEF Product or offer [Add product or offer] Audience and situation [Add audience and situation] Main promise [Add main promise] Evidence you can show [Add evidence you can show] Format and canvas [Add format and canvas] Call to action [Add call to action] Control and variation [Add control and variation] Decision measure [Add decision measure]
How to use the result.
By IG Ad Library · Updated October 23, 2026. Calculations run in your browser.
Write the decision before the execution
Name a specific audience situation and the action you want the reader to take. One brief should make one main promise. Broad goals such as increase awareness are hard to turn into a useful creative comparison.
Make proof part of the assignment
List the product demonstration, substantiated fact or permissioned customer experience that supports the promise. A reference can inspire the structure; it does not supply evidence for your own product.
Change one main variable
Record the control, the proposed variation and the conversion event before production. Keep the offer, landing page and measurement window comparable where the experiment requires it. A finished brief gives the maker and reviewer the same decision criteria.
Worked example
For a scheduling tool: audience—agency owners coordinating client calls; promise—reduce scheduling back-and-forth; proof—a real booking workflow; test—workflow opening versus a customer quote; measure—cost per activated trial.
Common questions.
Is this an AI generator?
No. You write the brief and the tool organizes it into a copyable, downloadable document. It makes no AI request and requires no account.
Can I start from an ad example?
Yes. Each inspiration article has a reference-based test brief. Use that worksheet to study an example, then bring your own audience, claims and assets into production.
Apply it to a creative reference.
Study the opening, promise and evidence in a real ad before deciding what to change.
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