The verdict in three sentences
A solid lead generation brief fits into five measurable sections: numeric goal, qualified lead definition, CRM handoff, budget and reporting rules. In Austin's crowded B2B market, the section that matters most is the qualification criteria, because form fills from students, job seekers and vendors can make up a third of raw volume. Budget $5,000 to $25,000 a month for media and require a weekly report on cost per sales qualified lead, not clicks.
The Austin context
Take the VP of sales at an Austin company selling commercial HVAC maintenance contracts to offices, data centers and light industrial sites across Travis and Williamson counties. Buyers are facilities managers and operations directors who research on Google, compare two or three vendors, then book a site visit. Competition for terms like "commercial HVAC Austin" is intense, so wasted clicks are expensive.
The brief template, ready to fill in
| Section | What to specify | Example measurable requirement |
|---|---|---|
| Goal | Sales qualified leads per month | 35 SQLs per month from month three |
| Target cost per lead | Ceiling in USD | $280 maximum per SQL |
| Geography | Counties and ZIP codes | Travis, Williamson, Hays counties |
| Priority offers | 2 to 4 services | Preventive maintenance, emergency repair |
| Channels | Ads and contact points | Google Ads, LinkedIn, forms, calls |
| Language | Ad languages | English, Spanish landing page for SMB segment |
| Launch date | Go live deadline | Campaigns live within 15 business days |
| Reporting | Cadence and metrics | Weekly report: leads, SQL rate, cost per SQL |
What counts as a qualified lead
A lead is sales qualified if it meets at least four of five criteria:
- a business email or direct phone number;
- a site in the target counties;
- a defined need (building size, number of units, service type);
- a decision window under 90 days;
- a buyer role (facilities, operations, owner, procurement).
The partner tags each lead, and your team confirms or rejects it in the CRM within 48 hours. That feedback loop is what makes the reported cost per lead meaningful.
Budget, fees and cost per lead targets
| Item | 2026 amount | Note |
|---|---|---|
| Kolonell visibility audit | 100,000 FCFA (about €152) | Deducted from setup if you start within 30 days |
| Kolonell ad setup | 50,000 FCFA (about €76) | Accounts, conversion tracking, first campaigns |
| Media budget | $5,000 to $25,000 a month | Paid directly to the platforms |
| Management | Budget plus 15 to 20 % | $750 to $5,000 a month depending on spend |
| Google CPC, commercial services | $8 to $35 | 2026 estimate, Austin metro |
| Cost per raw lead | $90 to $250 | Form fill or tracked call |
| Cost per SQL | $180 to $450 | After qualification |
Write a sliding target into the brief: $400 per SQL tolerated in month one, $330 in month two, $280 from month three.
CRM handoff requirements
| Touchpoint | Requirement | How to verify |
|---|---|---|
| Form | 5 fields max, loads under 2.5 seconds on mobile | PageSpeed and device test |
| Calls | Tracked number, recordings with consent | Calls logged as conversions |
| CRM sync | Every lead pushed with UTM source | Weekly export matched to report |
| Offline conversions | Closed deals imported back to Google Ads | Monthly import check |
| Response time | Under 1 business hour | Spot check 10 leads a week |
| Privacy | Texas Data Privacy and Security Act notice | Privacy page reviewed |
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Mini case study
Illustrative example: Marcus, VP of sales at a commercial HVAC firm in Austin, commits $12,000 a month to media. At an 18 % fee, management adds $2,160, so total monthly spend is $14,160. Campaigns generate 95 raw leads, 42 % qualified, which gives 40 SQLs at about $354 each, close to the month two target. If 1 SQL in 7 signs a maintenance contract worth $28,000 a year, Marcus wins 5 to 6 contracts, around $160,000 of annual contract value for $14,160 spent.
FAQ
Should we set a cost per lead target from month one?
Set a sliding ceiling instead, for example $400 per SQL in month one and $280 by month three. The 2 to 4 week learning phase makes the first month unrepresentative.
Do tracked phone calls count as leads?
Yes, if they last over 60 seconds and pass your qualification criteria. In Austin service businesses they often represent 30 to 50 % of inbound contacts.
What is a realistic minimum budget in Austin?
Around $5,000 a month lets one service line test properly. To cover several counties and offers, plan for $12,000 or more.
What belongs in the weekly report?
Raw and qualified leads, cost per SQL, spend by channel and the actions taken that week. A report showing only clicks and impressions cannot steer the budget.
Who owns the ad accounts?
Your company, always. The brief should state that Google Ads and LinkedIn accounts are created under your business with you as admin.
Get found by the customers already searching for you. Start with a 100,000 FCFA (about €152) visibility audit, then choose the Traffic Engine plan that turns Google searches into quote requests, with a weekly report. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
