The verdict in three sentences
A tight LinkedIn Ads brief is the only way to get agency proposals you can actually compare, because every agency answers the same question with the same constraints. For an Austin oilfield services company, the brief must spell out target accounts, job functions and basins, cap the test at 3 to 5 messages and define success as cost per qualified lead, meetings booked and pipeline created. Run a 3 month test with a clear media range, then decide on the numbers.
The context agencies need
Your company provides well site services, equipment inspection and maintenance to exploration and production operators and their contractors in the Permian Basin, the Eagle Ford and along the Gulf Coast. Decision makers are completions managers, operations superintendents, HSE leads and supply chain managers. Many of them work rotations and check LinkedIn on their phones between shifts. A generic oil and gas audience will burn budget on students, recruiters and retirees, so the brief must be explicit.
The template, section by section
Copy this table into your brief and fill in the middle column. Each line should contain a requirement someone can verify.
| Section | What you write | Filled in example |
|---|---|---|
| Primary goal | One numeric outcome | 20 qualified meetings in 3 months |
| Target accounts | Named list | 120 operators and tier 1 contractors in an uploaded CSV |
| Job functions | Titles and seniority | Operations, completions, HSE, procurement, manager and above |
| Geography | Basins and metros | Midland, Odessa, Houston, Corpus Christi, San Antonio |
| Messages to test | 3 to 5 angles | Response time, safety record, downtime reduction, case study |
| Formats | Ad types | Single image, document ads, Lead Gen Forms, conversation ads |
| KPIs | Cost per lead, meetings, conversion rate | Qualified lead under $250, 25% of leads to meetings |
| Reporting | Cadence and content | Weekly written update, review at weeks 6 and 12 |
Add a section called What we provide: approved site photos, safety certifications, two anonymised case studies, the account list, and the name of the sales rep who calls every lead back within one business day.
The budget to state in the brief
Stating a range up front stops agencies pitching programmes you will never fund.
| Line item | 2026 market ballpark | Notes |
|---|---|---|
| LinkedIn media spend | $6,000 to $20,000 per month | Energy B2B CPCs are among the highest on the platform |
| Agency management fee | $2,000 to $5,000 per month | Fixed, not a percentage of spend |
| Creative production | $2,500 to $8,000 at launch | 3 to 5 variants per message |
| CRM and Lead Gen Form sync | $500 to $2,000 one off | Leads land in your CRM within minutes |
| Test length | 3 months | Enough to gather 60 or more leads |
| Total test budget | $26,500 to $83,000 | Media, management and creative |
If you want a nearshore partner for setup only, Kolonell's price for a paid campaign setup is 152 EUR (100,000 FCFA), separate from media and from these market ranges.
Measurable requirements to lock in
End the brief with success criteria the agency signs off on.
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| Requirement | Proposed threshold | How to verify |
|---|---|---|
| Cost per qualified lead | Under $250 | Lead export with CRM status |
| Lead to meeting rate | 20% to 30% | Shared sales pipeline view |
| Agency response time | 1 business day | Email and ticket history |
| Ad account ownership | Client holds admin rights | Checked in Campaign Manager |
| Creative ownership | Assigned to the client | Written clause in the contract |
Under Texas and federal rules your lead forms still need a clear privacy notice, so add a line asking the agency to link yours in every form.
Mini case study
Illustrative example: Dana, VP of business development at an inspection and maintenance contractor in Austin, sends this brief to 3 agencies. She picks a plan at $12,000 media and $3,500 management per month plus $5,000 of creative, so $51,500 over 3 months. Results: 190 leads, 38 qualified meetings and 4 master service agreements with first year value of $640,000 in total. Cost per lead lands near $271, slightly above target, but cost per signed MSA is about $12,900, which clears her threshold easily.
FAQ
How many agencies should receive the brief?
Three is enough to compare approaches without drowning in pitches. Give them 10 business days and the same list of questions.
Do we really need an account list?
Yes, a list of 80 to 200 named companies sharpens targeting on a market this narrow. LinkedIn matched audiences let you target those accounts directly.
Lead Gen Forms or a landing page?
For field based decision makers, prefilled Lead Gen Forms often deliver 2 to 3 times more leads. A landing page still helps for buyers who want to read safety data before talking to sales.
What if cost per lead is above target at week 6?
Ask the agency to pause the 2 weakest messages and narrow the job functions. The week 6 review written into the brief exists for exactly that decision.
Get found by the customers who are searching for you. Start with a visibility audit at 100,000 FCFA (about 152 EUR), credited against setup if you start within 30 days, then a Traffic Engine plan matched to your market, with a weekly report on incoming quote requests: Traffic Engine. 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.
