# Completed follower-ad brief: fictional B2B example

This is a fictional planning example. Northline Ops and its figures are invented to explain the decisions; they are not Maestro client results or a live LinkedIn campaign.

## Page and audience

Page: Northline Ops. URL: not supplied; operator must confirm the actual Page before setup.

Audience: English-speaking operations managers at UK manufacturing companies. The Page will publish maintenance planning checklists and short breakdowns of recurring production delays. Three scheduled posts: a weekly maintenance handoff checklist, an example downtime log, and a guide to separating scheduled from unplanned stops. The marketing lead owns one post per week.

Format recommendation: test follower ads only if the account offers the format and this Page-content plan is in place. The existing-follower version should lead to the company Page. Sponsored Content is an alternative when showing a real checklist post would communicate the reason to follow more clearly. This brief does not predict which will cost less.

## Creative for review

- Company name: Northline Ops
- Headline: Follow practical maintenance planning
- Description: Weekly checklists for operations teams in manufacturing.
- Text: custom English, no macros.
- Logo: not supplied; needs JPG or PNG, recommended 100 × 100 pixels and no more than 2 MB.
- Nonfollower version: Follow.
- Existing-follower version: Visit company, if available in the editor.
- Translation: English only. A later German version would require separately reviewed custom German copy.

These are conceptual copy choices. No native preview has been inspected. The operator must confirm the Page, permissions, brand-awareness or engagement objective, manual-bidding availability, the actual logo, both previews, and the existing-follower destination. Budget and spend authorization are not supplied.

## Separate reporting example

The Campaign Manager Page follows metric records Follow-button actions on Sponsored Content or Follower Ads. It is different from Member follows and the running Page total.

Assume a later report covers one ad set, 1–14 November, UTC, with £600 spent and 120 reported Page follows. Assume the export's metric definition and scope have been checked. Cost per reported paid follow is £600 ÷ 120 = £5.

The Page's net growth over the period is 170 followers. That is a separate aggregate. Dividing £600 by 170 would not calculate cost per reported Page follow. These figures do not reveal the precise organic/unfollow breakdown, incremental followers, qualified leads, or revenue.

Demographic reporting can help check whether the reported audience resembles the intended audience. It does not certify that each new follower is a qualified buyer. No CRM attribution was supplied, so leads, meetings, and revenue remain Unknown.

If the export instead showed zero Page follows, report £600 spend and zero Page follows; cost per reported Page follow is undefined. If the Page follows column were missing, report Unknown and request the defined metric instead of substituting clicks.

## Next action

Status: copy draft awaiting account checks. The operator confirms the Page, permissions, format, and both previews. The marketing lead confirms the content schedule. The budget owner separately approves any spend. This worksheet is not approval to launch.