# B2B Meta creative brief template

Use this before asking anyone to make ads. The goal is to turn one B2B problem into a Meta ad that a buyer can understand in a personal feed.

## 1. Buyer and moment

- Buyer role:
- Company type:
- Trigger event:
- Problem they already recognize:
- What they are doing today instead:

## 2. Offer

- The next step we want them to take:
- Why this is a believable next step from a Meta ad:
- Page or form URL:
- What the page/form must explain:

## 3. Proof and source material

- Founder POV, customer story or expert point:
- Product screenshots or workflow images:
- Customer proof we are allowed to use:
- Claims we must avoid or qualify:

## 4. Creative angle

Choose one.

- Pain: name the workflow problem.
- Role: speak to one job function.
- Expert: use a person with credibility.
- Comparison: compare against a current alternative.
- Resource: offer a guide, checklist or audit.
- Use case: show one concrete job the product does.

## 5. Ad concept

- Opening line:
- Visual scene:
- Product or proof moment:
- CTA:
- Why this will stop the right buyer:
- What sales should know if someone responds:

## 6. Measurement

- Primary platform event:
- Qualification field or question:
- Sales follow-up owner:
- CRM stage that counts as qualified:
- Decision after first test: scale / revise / stop:

## Completed example

Buyer: VP Sales at a B2B services company.  
Problem: reps miss follow-up timing because account activity is spread across CRM notes, email and ad engagement.  
Offer: free demand gen roast.  
Angle: pain + founder explanation.  
Opening line: “Your sales team already knows who they want to reach. The ads are the part that usually forgets.”  
Visual: founder to camera, then simple diagram of sales list → matched audience → ad engagement → CRM follow-up.  
CTA: get a free demand gen roast.  
Qualified signal: booked meeting with target-account list or CRM stage info supplied.