Power Up Your SEM: Share Your Vision with Us

Please remove this client intake form insights section before publishing.

This Client Intake Form is structured to gather critical information that ensures ad creatives (display ads, landing pages, social media ads, etc.) are on-brand, high-converting, and aligned with the client’s business goals. Below is a breakdown of each section and why it’s essential:

1. Client & Business Information

Purpose:

• Establishes basic contact details and business context.
• Helps in tailoring messaging and design to the industry (e.g., B2B vs. B2C, eCommerce vs. service-based).

Key Considerations:

• If the client lacks a website, they may need a landing page before running ads.
• Industry niche helps in competitor research and trend-based design choices.

2. SEM Campaign Goals

Purpose:

• Determines whether the focus is on brand awareness, lead generation, or direct sales.
• Influences the call-to-action (CTA) and ad messaging.

Key Considerations:

• A lead generation campaign may require a form-focused landing page.
• An eCommerce brand needs product-centric visuals with strong CTAs like “Shop Now.”
• If the budget is unspecified, the agency may need to suggest a tiered strategy.

3. Target Audience

Purpose:

• Ensures visuals resonate with the right demographic (age, location, interests).
• Helps in keyword targeting and ad placement strategy.

Key Considerations:

• A local business may need geo-targeted ads with location-based CTAs.
• If the client doesn’t know their audience, audience research becomes part of the service.

4. Branding & Design Preferences

Purpose:

• Ensures visual consistency across ads and landing pages.
• Avoids mismatched colors/fonts that dilute brand identity.

Key Considerations:

• If no brand guidelines exist, the agency may need to define a style guide first.
• Design style (e.g., minimalist vs. bold) affects click-through rates (CTR)—vibrant colors often perform better in eCommerce.

5. Ad Creatives & Visual Assets

Purpose:

• Identifies which ad formats are needed (Google Display, social media, video, etc.).
• Ensures the right image sizes for each platform.

Key Considerations:

• If the client lacks images, stock photo recommendations or custom graphics may be needed.
• Video ads require script/storyboard input if not provided.

6. Competitor & Inspiration References

Purpose:

• Helps in competitive analysis to differentiate the client’s ads.
• Provides design inspiration that aligns with the client’s taste.

Key Considerations:

• If a client likes a competitor’s ad style, the agency can emulate but improve upon it.
• Lack of references may require mood boards for alignment.

7. Timeline & Approval Process

Purpose:

• Sets realistic deadlines for ad creation and launch.
• Clarifies revision expectations to avoid scope creep.

Key Considerations:

• A strict deadline may require faster turnarounds with fewer revisions.
• Multiple approvers can delay feedback, so setting a single point of contact is ideal.

8. Additional Notes

Purpose:

• Captures any unique requests (animations, interactive elements, etc.).
• Helps in customizing the service beyond standard offerings.

Why This Form is Effective:

• Structured Data Collection – No missing details that delay ad creation.
• Aligns Design with Business Goals – Ensures visuals drive conversions.
• Reduces Back-and-Forth – Minimizes revisions by setting clear expectations upfront.
• Helps in Proposal & Pricing – Agencies can scope work accurately based on responses.

Possible Improvements:

• Add a preferred tone of voice section (e.g., professional, casual, humorous).
• Include a past campaign performance question (if applicable) to analyze what worked before.
• Add a legal/compliance section (e.g., trademarked slogans, disclaimers needed).

Final Thoughts:

This intake form streamlines the SEM design process by gathering all necessary details upfront. It ensures the agency delivers high-performing, brand-aligned ads while minimizing guesswork and revisions.