PART 01
Final Strategic Direction
What this campaign is actually trying to do, and why.
What the campaign is actually trying to do
This campaign is not trying to get "cheap clicks." It is trying to get serious calls, qualified WhatsApp inquiries, farm visits, and actual bookings or sales.
For this business, the natural buying flow is usually: a young person sees the ad → discusses it at home → an older buyer calls or asks for details → the family visits the farm → a purchase happens.
That means the account cannot be built as one generic campaign for everyone. It needs separate layers for discovery, direct conversion, support messaging, and retargeting.
Final Recommendation in One Line
The best setup for Alpha Livestock Farm is: call-first, WhatsApp-supported, youth-discovery-led, and retargeting-backed.
Why Calls Stay Primary
Mr. Usama prefers calls, and for this business that preference is reasonable. This is a higher-consideration purchase tied to trust, quality, farm visit, and family discussion. Calls are a strong fit for that. Meta reports call-specific metrics such as calls placed, 20-second calls, 60-second calls, and callback requests — making it possible to optimize toward real conversations instead of vanity metrics.
Calls — Primary Path
Main conversion mechanism. Serious buyers, transparent dealing, drive farm visits.
WhatsApp — Support Path
Photos, location, visit timing, family group sharing, pre-call warm-up.
Why WhatsApp Still Matters
WhatsApp should not replace calls, but it should absolutely support them. Use it for people who want photos first, location first, visit timing first, younger people who want to share the offer in the family group, leads who do not want to call immediately, and follow-up after a call.
PART 02
Final Budget Recommendation
Phased spend logic across the 38-day window.
Day 1
Day 5
Day 14
Eid −12
Eid −5
Eid
Phase 1 — Launch
Phase 2 — Stable
Phase 3 — Main Window
Phase 4 — Final Push
Why This Much Budget
- The season is short. If you underfund the account in the first week, Meta learns too slowly and the farm loses selling days.
- You are not running one simple campaign. You are funding discovery, calls, WhatsApp, and retargeting. A weak budget forces each part to starve.
- Premium Lahore targeting needs repetition. You are not targeting random Pakistan-wide reach. Specific premium clusters require enough budget to reach the right people repeatedly.
- Serious actions cost more than cheap clicks. Optimizing for calls and quality inquiries will cost more. That is normal and desirable.
- Mr. Usama wants maximum output. The budget should match the goal: clean data fast, scale winners during the buying window, push hard in the final days.
Important: This is a strategy recommendation, not a promise of a fixed result.
PART 03
Exact Budget Split by Phase
Daily allocation across all four campaigns, per phase.
Phase 1
Launch & Learning
Days 1 to 4
₨15,000/day
Youth Discovery₨2,000
Calls — Tier 1₨6,000
Calls — Tier 2₨2,500
WhatsApp Support₨4,500
RetargetingNot yet
Phase 2
Stable Operation
Days 5 to 14
₨15,000/day
Youth Discovery₨1,500
Calls — Tier 1₨5,000
Calls — Tier 2₨2,000
WhatsApp Support₨4,000
Retargeting₨2,500
Phase 3
Main Buying Window
Final 10–12 days before Eid
₨20,000/day
Youth Discovery₨1,500
Calls — Tier 1₨7,000
Calls — Tier 2₨3,000
WhatsApp Support₨4,500
Retargeting₨4,000
Phase 4
Final Urgency Push
Final 5 days before Eid
₨25,000/day
Youth DiscoveryPAUSED
Calls — Tier 1₨9,000
Calls — Tier 2₨4,000
WhatsApp Support₨6,000
Retargeting₨6,000
Budget Rule
Do not increase any winning ad set by more than 15–20% at one time. If the farm is not answering calls or replying to messages properly, do not scale the budget just because the budget is available.
PART 04
Final Location Plan
Tiered Lahore targeting — cold campaigns stay tight.
Critical Rule
Do not target all Lahore. Do not target all Punjab. Do not target all Pakistan. Keep the cold campaigns tight.
T1
Tier 1 — Primary Premium Areas
Strongest early budget allocation
DHA Phase 5
DHA Phase 6
DHA Phase 7
DHA Phase 8
DHA Phase 9 / Prism
Cantt
Askari 10 / 11
Cavalry Ground
Gulberg II
Gulberg III
Model Town
T2
Tier 2 — Secondary Upscale Areas
Lower cold budget allocation
DHA Phase 1
DHA Phase 2
DHA Phase 3
DHA Phase 4
Garden Town
Lake City
Bahria Town Lahore
Valencia
T3
Tier 3 — Test Only Later
Do not prioritize at launch
Johar Town
Wapda Town
Fazaia Housing
Bahria Orchard
How to enter locations in Ads Manager: Use named locations first. If a named location does not appear cleanly, use a pin with a tight radius. Prefer named area + modest radius over random scattered pins everywhere.
PART 05
Platform Logic
Facebook vs. Instagram — where to spend and why.
Key Rule
Do not shut Instagram off blindly. Pakistan still has a large Facebook audience, and Instagram is meaningful — especially for younger users.
| Campaign | Platform Recommendation |
|---|---|
| Youth Discovery | Facebook + Instagram — both matter |
| Calls Conversion | Facebook likely matters more, but test Instagram first — do not kill it on Day 1 |
| Messenger | Not a priority |
| Audience Network | Usually not a priority here |
Placements
For launch, keep Advantage+ placements ON. Make sure creative is properly prepared for Feed, Reels, and Stories. Review placement breakdown after 72 hours. If needed, duplicate into manual-placement test versions later.
Do not force manual placements from the start unless the creative is not prepared for multiple placement formats.
PART 06
Creative Requirements
Two main videos, static image set, and production rules.
Video A
Youth Discovery
Length10–12 sec
Format9:16 vertical
PurposeAwareness & family influence
HookStrongest animal in first 2 sec
Video B
Parent Conversion
Length15–20 sec
Format9:16 vertical
PurposeTrust & direct action
Must showCleanliness, variety, CTA
Static Image Set
Prepare at least: best single animal, wide clean farm shot, variety shot, trust shot, and optional contact card.
✓ Do
Use real farm media
Shoot in daylight
Keep backgrounds clean
Limit on-screen text
Make first 3 seconds strong
Upload captions or use auto-captions
× Do Not
Use stock images
Use blurry media
Show slaughter imagery
Use long slow intros
Overcrowd images with text
PART 07
Pre-Launch Checklist
Complete this section before touching Ads Manager.
7.1 — Access
- Facebook Page access
- Ads Manager access
- Instagram account access (if connected)
- Phone number access
- WhatsApp Business access
- Payment method access
7.2 — Staff Assignments
- Decide who answers calls
- Decide who answers WhatsApp
- Define business hours
- Designate a backup person
- Decide who updates the tracking sheet
7.3 — WhatsApp Business Setup
Use WhatsApp Business, not casual personal WhatsApp. At minimum configure:
- Correct business name
- Profile image
- Address and hours
- Greeting message
- Quick replies ready
7.4 — Tracking Sheet
The tracking sheet is already created. Use the live file here: Open the Alpha Livestock Farm Tracking Sheet.
This file is designed to be simple. The team should only work inside the main operating tabs below:
| Tab | Main Use | What to update |
|---|---|---|
| Start Here | Quick guide for the team | Read only |
| Lead Tracker | Add every lead and update follow-up | Date, source, campaign, lead name, phone, area, animal, budget, seriousness, visit, sale, status, next action, owner, notes |
| Daily Summary | One row per day for ad results | Spend, calls, 60-second calls, WhatsApp chats, serious leads, visits, sales, sales amount, main note |
| Scripts | Call and WhatsApp reply reference | Read only |
| Checklist | Morning, evening, and weekly checks | Mark done and add notes if needed |
How the sheet should be used
Lead Tracker is updated for every inquiry. Daily Summary is updated once per day. Scripts and Checklist help the team stay consistent instead of guessing what to say or what to check.
Warning
If nobody can answer calls consistently, do not scale the Calls campaigns.
PART 08
Exact Account Structure
5 campaigns total — 4 live on Day 1, 1 launches on Day 4.
Campaign 1 — Youth Discovery
Awareness among younger people. Get them to bring the farm into the family conversation.
Campaign 2 — Calls Conversion, Tier 1
Direct calls from strongest premium areas. Maximize 60-second calls.
Campaign 3 — Calls Conversion, Tier 2
Same creative as Tier 1, duplicated. Different location set and budget.
Campaign 4 — WhatsApp Support
Capture people who want details before calling. Support family discussion.
Campaign 5 — Retargeting
Warm audience: video viewers, page engagers, Instagram engagers. Urgency-focused messaging.
PART 09
Exact Ads Manager Setup Rules
Objective choices and technical configuration rules.
| Campaign | Objective | Conversion Location | Performance Goal |
|---|---|---|---|
| Youth Discovery | Engagement | — | Maximize ThruPlay / Video Views |
| Calls Conversion | Leads | Phone Call | Maximize 60-second calls |
| WhatsApp Support | Leads (or Engagement) | Messaging apps → WhatsApp | Maximize leads / conversations |
| Retargeting | Leads or WhatsApp flow | Based on Day 1–3 results | Match best path from first 3 days |
CBO Rule
For the launch phase, keep Campaign Budget Optimization OFF and control budgets at the ad-set level. This is a deliberate management choice so the farm can see what is working clearly.
PART 10
Setup: Campaign 1 — Youth Discovery
Step-by-step setup for first-touch awareness.
Campaign Tab Settings
| Campaign Name | ALF | Discovery | Youth |
| Special Ad Categories | None |
| Campaign Budget Optimization | OFF |
| A/B Test | OFF |
Ad Set Tab Settings
| Ad Set Name | Youth 18-27 | Tier1+2 |
| Performance Goal | Maximize ThruPlay or Maximize Video Views |
| Budget | ₨2,000/day |
| Age | 18 to 27 |
| Gender | All |
| Languages | Leave blank |
| Locations | Tier 1 + Tier 2 |
| Detailed Targeting | Leave blank |
| Placements | Advantage+ (ON) |
Ad Tab
| Ad Name | Youth Video A v1 |
| Format | Single video |
| Upload | Video A |
| CTA | Send Message or Learn More (not Call Now) |
Primary Text — Youth Discovery
Ad Copy
This year, skip the mandi rush.
Premium qurbani animals at Alpha Livestock Farm.
Clean farm, strong animals, easy family visit.
Show this to your family and plan your visit.
Headline
Ad Copy
Premium Qurbani Animals in Lahore
Second Ad: Create a second ad inside the same ad set — Youth Image A v1 — using a strong static image with slightly shorter copy. Then publish.
PART 11
Setup: Campaign 2 — Calls Conversion, Tier 1
Serious direct calls from the strongest premium areas.
Campaign Tab
| Campaign Name | ALF | Calls | Tier1 |
| Objective | Leads |
| CBO | OFF |
| A/B Test | OFF |
Ad Set Tab
| Ad Set Name | Calls 30-55 | Tier1 |
| Conversion Location | Phone Call |
| Performance Goal | Maximize 60-second calls |
| Callback Requests | Turn ON if shown |
| Budget | ₨6,000/day |
| Age | 30 to 55 |
| Gender | All |
| Locations | Tier 1 only |
| Placements | Advantage+ ON |
Primary Text — Calls Conversion
Ad Copy
Premium qurbani buffalos available in Lahore.
Visit the farm and inspect yourself.
Healthy animals, clean environment, transparent dealing.
Call now for location, visit timing, and current availability.
Serious buyers only.
Headline + CTA
Ad Copy
Headline: Call Now for Details
CTA: Call Now
PART 12
Setup: Campaign 3 — Calls Conversion, Tier 2
Duplicate from Tier 1 — do not rebuild from scratch.
Open Campaign 2 in Ads Manager
Tick the Tier 1 ad set and click Duplicate
Create a separate campaign for cleaner reporting: name it ALF | Calls | Tier2
Change ad set name to Calls 30-55 | Tier2
Change budget to ₨2,500/day
Remove Tier 1 locations. Add Tier 2 locations.
Keep age, gender, creative, and CTA exactly the same. Publish.
PART 13
Setup: Campaign 4 — WhatsApp Support
Capture detail-seekers and support the family discussion process.
Campaign Tab
| Campaign Name | ALF | WhatsApp | Support |
| Objective | Leads (or Engagement → Messaging if Leads flow unavailable) |
| CBO | OFF |
Ad Set Tab
| Ad Set Name | WhatsApp 28-50 | Tier1+2 |
| Conversion Location | Messaging apps → WhatsApp |
| Performance Goal | Maximize leads / conversations |
| Budget | ₨4,500/day |
| Age | 28 to 50 |
| Gender | All |
| Locations | Tier 1 + Tier 2 |
| Placements | Advantage+ ON |
Primary Text — WhatsApp Support
Ad Copy
Premium qurbani buffalos in Lahore.
Clean farm, transparent dealing, easy visit.
WhatsApp now for location, available buffalo stock, and visit timing.
Pre-Filled WhatsApp Message
WA Message
Assalamualaikum. Mujhe available animals, location aur visit timing ke details chahiye.
PART 14
Setup: Campaign 5 — Retargeting
Launch on Day 4. Build warm audiences first, then create the campaign.
Launch on Day 4
Do not launch this on Day 1. Build the warm audiences first, then activate on Day 4 once there is enough data.
Step 1 — Build Warm Audiences
Video Audience
People who watched 50%+ of Video A or Video B. Retention window: 14 days.
Facebook Page Engagers
People who engaged with the Page. Retention window: 30 days.
Instagram Engagers
People who engaged with the Instagram account. Retention window: 30 days.
Retargeting Ad Copy
Primary Text — Retargeting
Urgency
Premium stock is limited.
If you are planning for Eid, contact now for visit timing and available buffalos.
Visit the farm and inspect yourself.
CTA: Call Now or Send WhatsApp Message, depending on what worked best in the first 3 days.
PART 15
Copy Library
All approved ad copy in one place. Use as-is.
Youth Discovery
Campaign 1
This year, skip the mandi rush.
Premium qurbani animals at Alpha Livestock Farm.
Clean farm, strong animals, easy family visit.
Show this to your family and plan your visit.
Calls Conversion
Campaign 2 & 3
Premium qurbani buffalos available in Lahore.
Visit the farm and inspect yourself.
Healthy animals, clean environment, transparent dealing.
Call now for location, visit timing, and current availability.
Serious buyers only.
WhatsApp Support
Campaign 4
Premium qurbani buffalos in Lahore.
Clean farm, transparent dealing, easy visit.
WhatsApp now for location, available buffalo stock, and visit timing.
Retargeting
Campaign 5
Premium stock is limited.
If you are planning for Eid, contact now for visit timing and available buffalos.
Visit the farm and inspect yourself.
Optional: Use Urdu-first copy for parent conversion if that fits the farm's tone better. Keep the brand name, numerals, phone number, and CTAs clear.
PART 16
Daily Operating Routine
Morning and evening checks. Do not check every hour.
Every Morning
Daily Review
Total spendCheck
Campaign statusCheck
Calls placedLog
20-sec callsLog
60-sec callsLog
WA conversationsLog
Tracking sheetUpdate
Every Evening
Daily Wrap
Missed callsCheck
WA backlogClear
Ad rejectionsCheck
Performance dropsFlag
PART 17
Optimization Rules
When to act, when to wait, and what to do in each window.
First 72–96 Hours
Do Not Touch
Do not make major edits. Only fix: wrong number, wrong WhatsApp, ad rejection, broken media, or obvious setup mistakes.
After 72 Hours
- Review placement breakdown
- Identify best creative
- Identify best area group
- Assess call quality and WhatsApp quality
After Day 5
- Pause one clearly weak ad
- Shift some budget toward a winner
- Duplicate for manual-placement tests if needed
After Day 7
- Is Tier 1 clearly outperforming Tier 2?
- Is WhatsApp support worth keeping at the same level?
- Is retargeting starting to show stronger quality?
- Do you need a fresh creative?
Final 10–12 Days — Scale
✓ Scale Up
Retargeting budget
Tier 1 calls spend
WhatsApp support
↓ Reduce
Broad discovery emphasis
Final 5 Days
Pause Youth Discovery entirely. Move that budget into retargeting, calls, and WhatsApp support.
PART 18
Lead Handling Scripts
Exact language for phone and WhatsApp conversations.
Phone Script
When a call comes in
Open
"Assalamualaikum, Alpha Livestock Farm se [name] bol raha hun."
Q1
"Aap ko kis type ki buffalo chahiye?"
Q2
"Aap Lahore ke kis area se hain?"
Q3
"Aap ka budget approximately kitna hai?"
Q4
"Aap visit kab karna chahte hain?"
WhatsApp Script
Two-message flow
Reply 1
Assalamualaikum. Thank you for contacting Alpha Livestock Farm.
Please send:
1. Your area
2. What type of buffalo you need
3. Budget range
4. Whether you want visit timing or available buffalo stock first
Reply 2
Send only relevant options. Send location only to serious leads. Push toward visit timing.
Response Time Rule
During business hours: answer calls quickly. Respond to WhatsApp within approximately 15 minutes wherever possible.
PART 19
Scenario Handling
What to do when things go wrong — specific fixes for specific problems.
Too many junk calls
- Tighten copy, keep "serious buyers only"
- Keep stronger spend on Tier 1
- Qualify faster on each call
- Upload and exclude repeated junk leads later
Too many weak WhatsApp chats
- Improve the pre-filled message
- Ask area + animal + budget immediately
- Stop long casual chats early
- Push toward visit or call quickly
Calls are good but staff can't handle them
- Stop scaling immediately
- Reduce weaker layers
- Keep best conversion campaign active
- Fix staffing first before any scale
Instagram weak on calls
- Wait the full 72 hours first
- Test manual Facebook-heavy duplicate
- Do not shut down entire Instagram presence without evidence
One campaign spends badly
- Check if creative is weak
- Check if placements are weak
- Check if targeting is too wide or too tight
- Pause only after enough data, not in panic
Not enough spend / under-delivery
- Check payment method status
- Check ad approval status
- Check if audience is too narrow
- Check if budget is too low on that ad set
PART 20
What Absolutely Must Not Be Done
Non-negotiable rules. Violating these will reduce performance or waste budget.
Hard Rules — Never Do These
PART 21
Final Owner Summary
The full picture in one read.
Core System
This account should be run as a call-first hybrid conversion system. Calls are the main path. WhatsApp is the support path. Youth Discovery creates awareness. Retargeting closes the warm audience.
Budget Logic Summary
Launch at ₨15,000/day because:
The Eid window is short. The campaign has multiple layers. Premium targeting needs enough spend to learn properly. Mr. Usama wants maximum results, not minimum spend. Underfunding slows learning and produces weaker decisions.
Then scale to:
₨20,000/day in the main buying window. ₨25,000/day in the final 5 days — only if the team is handling leads properly.
Expected Outcomes of This System
📞
Better Call Quality
💬
Better Inquiry Quality
🏡
More Farm Visits
🤝
Stronger Sales Chances