Good job ads should list, in order: A brief overview of the job (and the employer if not through a recruiter). Nothing too in-depth, just a top-line view, like

Good job ads should list, in order: A brief overview of the job (and the employer if not through a recruiter). Nothing too in-depth, just a top-line view, like so: "Casual startup in [$LOCATION] looking for [$LANGUAGE] programmer. Must work weekends and crunch hours." Then it should go into the list of BFOQs and job requirements. This should include education, experience (with years and/or other KPIs listed), transportation, relocation, etc. If the role is client-facing, it should include that here - specify that the client needs negotiation and communication skills. After that it should list the basic job responsibilities. Again we're not going deep here, just a brief three or four lines. What will this person's everyday look like? Will they need to attend meetings? Will they need to turn out a specific number of lines of code daily? Etc. I'd also put in the management review cycle here, but some companies like to be cagey. After that, list the 'nice-to-have' points. For instance, being bilingual, living in walking distance, etc. Just make sure they're quantifiable. We're not looking for wishy-washy 'cultural fit' here, but rather real success drivers that simply aren't part of the job's requirements. Then, end with a CTA talking again about the company and how this person's growth opportunities would be. Might they be management in a year? 5? Etc. Notice that I don't have much in the way of soft or flexible points, and I don't list the salary in the ad. Let the person come to you based on the job, but have a number in mind. Always set your anchor 5% below that when the person asks in the first call. Try to keep each section to either 3 or five one-sentence bullets. Make sure anyone involved with the recruiting cycle knows everything about that ad - even if they don't know the job's specifics.