Definitely pay (filter 1), technology and systems used by the company relevant to vacancy (filter 2). Then a brief outline of the role and expected level of proficiency in the various requirements (filter 3).

If the job ad made it this far then a quick blurb about the company perks. Hint - if it mentions they have a ball-pit and a slide then it’s a ‘company not for me’ (hits filter 4). Things like medical insurance, flex-time etc results in a ok, continue reading. Sometimes the recruiting company may not want to reveal their identity and that’s ok (e.g. if using a recruitment agency) but wherever possible a link to the ‘About Us’ page is handy.

If I see paragraphs about how company X is the best, most coolest, most <insert buzz-word of the day> as an opener it is pretty much guaranteed I will delete it and make a mental note of the agency/company as a pre-filter for any future ads from them.