Before launching a digital ad campaign, it is essential to set clear objectives. SMART goals provide the clarity needed to define exactly what you want to achieve. By using this framework, you can better inform your campaign strategy, select an appropriate budget, and identify the most effective tactics to reach your targets. Use the worksheet below to define your goals. Once complete, you can save your objectives as a PDF and send them via email.
Goal Planning
Answer the questions in each section to build a clear, focused marketing goal.
Progress
0%
S
Specific
What exactly do you want your marketing to achieve?
Keep it simple. Imagine explaining it to a friend over coffee — if they’d understand it instantly, you’re on the right track.
M
Measurable
How will you know when you’ve hit your goal?
Put a number on it. Vague goals like “get more followers” are hard to celebrate — “reach 1,000 followers” gives you a finish line.
A
Achievable
Is this goal realistic with what you have right now?
If you’re scoring below 6, it’s worth making the goal a little smaller or giving yourself more time. A goal you actually do beats a big goal you never start.
R
Relevant
Does this goal actually move your business forward?
If you can’t answer this clearly, it’s worth asking whether this is the right goal to focus on right now.
T
Time-Bound
When will you get this done by?
Starting small is fine — what matters is getting the ball rolling. Even one action this week counts.
Your marketing goal at a glance
Marketing Goal Summary
Your Goal
—
S
Specific
Target audience
—
Desired action
—
M
Measurable
Success looks like
—
Target number
—
A
Achievable
Going for me
—
Potential obstacles
—
Confidence level
—
R
Relevant
Why it matters
—
T
Time-Bound
Target date
—
First steps
—
