# LinkedIn Ads Agency Readiness Brief

Complete this before you hire an agency or approve a new LinkedIn campaign. Unknown is an acceptable answer. Do not turn a guess into a fact to make the brief look complete.

## 1. Business fit

- Company and product:
- Primary market:
- Typical contract value:
- Typical sales cycle:
- Monthly total-media range:
- Why LinkedIn may fit this buying process:
- What would make LinkedIn a poor fit:

## 2. First campaign job

Choose one primary job:

- [ ] Repair an existing campaign.
- [ ] Build familiarity in named accounts.
- [ ] Earn a response to a specific content asset or resource.
- [ ] Capture active interest.
- [ ] Retarget known demand.
- [ ] Unknown; decide before launch.

Write the single question this test must answer:

## 3. Audience source and usability

- Priority companies:
- Buying roles:
- Exclusions:
- Audience source: contact list / company list / website visitors / video or page engagement / other.
- Submitted record count, if known:
- Matchable fields available:
- Usable matched-audience status: ready / processing / too small / unknown.
- Delivered-reach baseline, if an existing campaign:
- Owner of list quality and corrections:

Do not treat submitted records as matched members or matched members as delivered reach.

## 4. Buyer problem and proof

- Specific problem the buyer recognizes:
- Consequence of leaving it unsolved:
- Executive or subject-matter point of view:
- Approved proof available:
- Claims that must not be made:
- Source material available: call, post, transcript, product demo, customer language, research, other.
- Executive/source owner:
- Approval owner and expected turnaround:

If the message requires proof you do not have, mark it missing. Do not invent a customer result.

## 5. Creative and offer

- First message or opening:
- Format and why it suits the buyer question:
- What the ad will actually show:
- Promised next step:
- Asset or experience the buyer receives:
- Delivery/fulfillment owner:
- Production work already available:
- Production work still needed:

## 6. Destination and response path

Choose the likely path:

- [ ] LinkedIn Lead Gen Form.
- [ ] Landing page and form.
- [ ] Resource or template.
- [ ] Booking page.
- [ ] Product or interactive demo.
- [ ] Other:

Then define:

- Exact promise repeated after the click:
- Fields requested and why each is needed:
- Confirmation or delivery step:
- Source/campaign fields passed to the CRM:
- Named owner after the response:
- Response-time expectation:
- Follow-up action:
- Test evidence for the complete path:

## 7. Qualification and CRM feedback

- CRM:
- Captured inquiry definition:
- Booking definition:
- Held meeting definition:
- Qualified meeting definition:
- Opportunity definition:
- Rejection reasons sales will record:
- Sales disposition owner:
- Review owner:
- Review date/cadence:
- Supported events returned to LinkedIn, if any and verified:

Keep platform-attributed conversions and observed CRM outcomes in separate fields.

## 8. Costs and scope

- Monthly LinkedIn media:
- Other paid-media channels:
- Agency fee:
- Creative/production costs outside the fee:
- Data/software/integration costs:
- Internal contributors and expected work:
- Work the agency owns:
- Work the client owns:
- Shared work:
- Work explicitly out of scope:

Unknown fees or scope do not have to block a draft. They do block commercial approval and launch.

## 9. First review and stop rules

- Earliest review date with enough evidence to decide:
- Audience/delivery evidence to inspect:
- Message/creative evidence to inspect:
- Destination evidence to inspect:
- Sales-quality evidence to inspect:
- Condition to keep the path:
- Condition to repair it:
- Condition to stop it:
- Person authorized to fund or stop the next phase:

## 10. Readiness decision

Choose one only after reviewing the brief:

- **Launch:** required facts, owners, proof, path and commercial approval are complete.
- **Fix first:** the campaign idea is credible, but named repairs must happen before launch.
- **Hold:** a core audience, proof, offer, economics or ownership assumption is missing or unsupported.

Decision:

Reason:

Next action:

Next owner:

Evidence that will close the decision: