The quality of the creative you get back depends heavily on the brief you send. A vague request produces generic ads and several rounds of revisions. A clear brief gets you work that is close on the first attempt. It does not need to be long. It needs to answer a few questions.
The goal and the audience
Say what the ads are for: enquiries, bookings, sales, visits to a location. Then describe who they are aimed at in practical terms. Not everyone aged 25 to 54, but, for example, homeowners in Vaughan planning a kitchen renovation this year. The more clearly the team can picture the customer, the more specific the creative will be.
The offer and the reason to act
State exactly what you are offering and what the viewer should do next. A free consultation, a trial class, a seasonal price. Explain why someone should choose you over the alternatives and why now. If there are several offers, rank them. Creative built around one clear offer is stronger than creative trying to mention everything.
Proof and real material
Supply what makes the claim believable: genuine testimonials, photos of real work, product images, facts about the business. Tell the team what you can and cannot say. Never ask for invented reviews or results. Real material is both more persuasive and the only kind you can safely publish.
Brand assets and limits
Send your logo, colours, fonts and any brand guidelines, along with examples of ads you like and ones you do not. Mention practical limits: required disclaimers, words to avoid, rules that apply to your industry, formats and sizes you need. Limits stated at the start save a round of corrections later.
Feedback that helps
When you review the work, be specific and tie comments to the goal. This headline does not mention the offer is more useful than I do not like it. Gather feedback from everyone who needs a say and send it in one go. And judge the ads on whether your customer would respond, not only on personal taste.
A good brief is the first step in every project we take on. If you are not sure how to describe what you need, a free consultation is a good place to work it out together.