Write the hypothesis
Describe the audience, the offer and the action you expect. Decide what would count as a useful result and what evidence would lead you to stop or change the experiment. Keep assumptions visible in the brief.
Review the landing experience
Read the advertisement and destination together. Check that the promised information is easy to find, the action works on a phone and the confirmation is clear. A campaign cannot compensate for a broken form.
Agree on controls
Document who can change the campaign, how spending limits are set and when results will be reviewed. Use the advertising platform’s current guidance for account settings and policies. This guide is about organizing a test, not promising a financial return.