What to include in a lead generation campaign brief

Describe the services you want to promote

Start with the work your team actually provides. Name the service, property types and project scope you want. Then list the work you exclude. “Roofing” may be too broad if you want replacement jobs and do not take on small repairs; “security” may need narrowing to particular installation systems.

For a business offering several services, decide which belong in the same campaign. Keep separate requirements visible rather than expecting one generic question to distinguish every project. An enquiry about an existing installation may need a different first conversation from a new project.

Record the location and timing requirements

Give the campaign provider a usable list of Australian or New Zealand postcodes or US ZIP codes, with the country and any exclusions. Note where only certain services are available. If your team serves a wider area for larger projects, describe that condition explicitly.

Timing matters too. Explain your current availability and whether urgent requests fit your operation. A customer’s preferred start date is useful information for follow-up, but it is separate from confirming that your team can schedule the work.

Agree the information that makes an enquiry suitable

Write down the answers your team needs before following up. Common starting points are project type, location, the customer’s relationship to the property, timing, contact details and permission to discuss the enquiry. Add specialist questions only when the answers help distinguish a relevant project.

Separate what the customer reports from what your team must later assess. An installation enquiry does not establish technical compatibility or an approved quote. Define how incomplete or uncertain answers will be reviewed rather than assuming every submitted form is qualified.

• Required project and location details.
• The decision-maker or person arranging the work.
• Permission and usable contact details for follow-up.
• Clear exclusions and questions requiring further review.

Set the commercial and delivery expectations

Confirm what is included in the price and which criteria an accepted lead must meet. Record how an enquiry outside the brief is handled, how delivery works and who your team can contact when something needs review. These decisions make a pay-per-qualified-lead arrangement easier to understand.

Ask what exclusivity means. In LitoAcquisition’s campaign model, each accepted lead is supplied to one eligible business; separate leads can rotate among eligible businesses in the same area. A consumer may independently contact another provider, so exclusivity is a delivery rule rather than proof that nobody else is speaking with them.

Give follow-up a clear owner

Name who receives enquiries, who contacts the customer and who updates the outcome. Keep the process workable when that person is unavailable. Confirm which project information the team should review before the first conversation and how assessment or quoting is arranged.

Track contact attempts, project fit, quotes and results using consistent reasons. When the campaign is reviewed, those records help distinguish unsuitable enquiries from enquiries that were never reached or followed up. A lead creates an opportunity; your service and sales process determine what follows.

Use a brief your team can update

Bring the brief to the campaign discussion and settle the remaining questions before launch. Record who approves scope changes and when results will be reviewed. If your services, coverage or capacity change, update the shared brief rather than allowing the campaign to keep using old assumptions.