Since you're a first timer, I'll state something fairly basic about chicks and brooders:
healthy chicks can self regulate their temperature by moving to a warmer or cooler place.
The warm area can be heated by a heat lamp, in which case it tends to be several feet across, with the hottest spot in the middle and cooler areas further out. Or the warm area can be a heat plate, or a heating pad cave, or a broody hen, and all the rest of the space is cool. Once the chicks are warm & healthy after being shipped, any of those can work just fine.
Specific notes about heat lamps:
Because of how much space gets warm with a heat lamp, it is a very poor choice for a small brooder in hot weather or inside a human house. But with a large brooder (so there is still plenty of cool space), it can be a very good way to provide heat for chicks, especially when the brooder is outdoors in cold weather. There is also a very real risk of fire with a heat lamp, if it gets knocked down or if something flammable gets too close to it, so do be careful if you use one.