Section 04 of 09
Campaign types and structure
Tools behind this sectionAd platforms
Where the budget is spent. Each platform receives the same server-side events, so all of them learn from qualified leads rather than raw form fills.
Meta Ads
- What it does
- Facebook and Instagram advertising.
- How I use it
- Main lead source: instant forms and site traffic, Instagram-first placements, budgets paced daily by an n8n engine, CRM stages sent back as events.
- For a developer
- Most of the qualified pipeline at a cost per lead the company can plan around.
Google Ads
- What it does
- Search, Performance Max and YouTube ads.
- How I use it
- Search campaigns for project and area intent at the brokerages; the Salsabeel account is paused until a campaign restarts.
- For a developer
- Captures buyers already searching for the area or the project name.
TikTok Ads
- What it does
- Short-video advertising.
- How I use it
- Lead-gen campaigns with native forms; leads reach the CRM within minutes and stage changes return as CRM events.
- For a developer
- Younger first-time buyers and reach at a lower CPM.
Snapchat Ads
- What it does
- Snap advertising for the Gulf audience.
- How I use it
- Lead forms and site traffic, with server-side events through the same funnel as Meta and TikTok.
- For a developer
- An audience that heavy Meta spending does not reach.
How they work together
Every platform gets the same events; the quality signal loops back into delivery. Silent 10-second loop. Highlights follow the order the work actually happens.
Names only; icons are neutral category marks, not product logos.
04Campaign types and structure
Lead-gen for off-plan units in Ajman, bought on a cost-per-qualified-lead basis. Naming is strict (PROJECT | OBJECTIVE | DESTINATION | GEO | MONTH) so reports and the budget engine can match campaigns to projects and targets automatically.
Meta instant forms
OTP-verified phone plus qualifying questions (unit type, payment method, purpose, timeline). Optimised for quality leads with CRM stage events feeding the dataset. Instagram-heavy placements.
Meta website leads
Traffic to the Astro landing pages with pixel + server events, Turnstile, consent texts and first-touch UTMs. Used for the exhibition period and for retargeting.
Click-to-WhatsApp
Measured in the ops console as conversations → CRM → interested with first-reply time, so it is compared on the same Verified CPL basis.
Advantage+ and broad
Broad UAE ad sets with Advantage+ placements as the main set; emirate-split ad sets kept only where the data justified them.
TikTok
Lead-gen forms and website-lead campaigns, with a CRM event set for lead quality and lead IDs synced to the CRM. Kept as a test channel at a small share of spend.
Snapchat
Pixel plus server-side SIGN_UP and a custom event for Qualified+. Measurement only, since Snap cannot optimise on CRM stages. Billed in USD.
Retargeting and lookalikes
Retargeting pools from lead-form openers who did not submit, video viewers and Instagram and page engagers; lookalikes (1–10%) seeded from the CRM lead list, form submitters, engagers and website conversion events. The same CRM-list approach is used on TikTok and Snapchat.
Outside this account
LinkedIn Ads, leasing campaigns and international investor and HNWI targeting come from earlier roles and freelance work, not from this account.
A/B test: full form vs 2-field form
- One variable: the form. Same creative, copy, audience and optimisation goal in two ad sets inside one campaign.
- Split 50/50 with Meta Experiments; fallback is equal ABO budgets inside the approved campaign budget.
- Primary metric is Verified CPL: spend ÷ new CRM contacts from that form, after removing duplicates, invalid data and rent-only enquiries. Secondary is qualified rate read 14 days after the last lead.
- The router tags each lead form:full or form:2f; the Monday report splits every metric by tag and refuses to judge below 50 verified leads per arm.
- Decision rule proposed for approval: adopt the short form if Verified CPL is 20% lower and qualified rate is not more than one point lower.
Diagram Both arms share creative and targeting; only the form differs. The tag written by the router is what the weekly report groups by.
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