Lux Living Collective — Launch Plan: First 30 Days

Budget: $3,000/month (~$100/day)
Goal: Relaunch as a trusted buyer's consultant generating quiz completions and consultation bookings across 3 segments
Platforms: Meta Ads + Google Ads — 4 campaigns total
Landing Pages: 7 — /for-investors/, /for-downsizers/, /first-home-buyers/, /quiz/, /book/, /how-it-works/, homepage
The Funnel Seal: No project names appear anywhere until after a consultation. Ads drive to quiz. Quiz captures needs. We recommend 2-3 options. They cannot bypass us.

Phase 1: Pre-Launch Setup (Days 1-5)

Everything in this phase must be complete before you spend $1 on ads.

1.1 Meta Pixel & Tracking Verification

The Meta Pixel and CAPI are already installed via Cloudflare Workers. This is a verification pass, not a fresh install.

• Verify Meta Pixel is firing on all pages of luxlivingcollective.com.au
• Verify standard events are firing correctly:
  • PageView (all pages)
  • ViewContent (segment landing pages + listing detail pages)
  • Lead (quiz completion + consultation booking)
  • CompleteRegistration (quiz completion — distinct from booking)
  • Schedule (consultation booking confirmation)
• Set up custom events:
  • QuizStart — fires when a user begins any segment quiz
  • QuizComplete — fires when a user finishes any segment quiz (include segment parameter: investor, downsizer, fhb)
  • ConsultationBook — fires when a user confirms a booking on /book/
• Verify Conversions API (CAPI) is passing server-side events correctly — CAPI is already built on Cloudflare Workers, but confirm event deduplication is working (no double-counting between browser pixel and server events)
• Set attribution window to 7-day click, 1-day view (Meta's recommended default)
• Test all events using the Meta Events Manager test tool — send test traffic through each conversion point and confirm events appear in real time
• Verify PostHog analytics is tracking the same events for independent cross-reference

1.2 Google Ads & Google Tag Manager Setup

Google Ads is a new channel. This is a fresh build.

• Create Google Ads account for Lux Living Collective
• Install Google Tag Manager (GTM) on all pages of luxlivingcollective.com.au
• Set up Google Ads conversion tracking via GTM:
  • Quiz Start — fires on quiz initiation (all segments)
  • Quiz Complete — fires on quiz completion (all segments)
  • Consultation Booking — fires on /book/ confirmation
  • Phone Call — if click-to-call exists on any landing page
• Link Google Ads to Google Analytics 4 for audience sharing and attribution
• Enable auto-tagging (gclid) in Google Ads account settings
• Verify conversion tracking — send test traffic through each conversion point and confirm conversions appear in Google Ads

1.3 Audiences

Create these audiences in Meta Ads Manager before launching any campaigns:

Custom Audiences (Meta):

• All website visitors — last 30 days
• Quiz starters who didn't complete — last 30 days (based on QuizStart without QuizComplete)
• Quiz completers who haven't booked — last 30 days (based on QuizComplete without ConsultationBook)
• All consultation bookers — last 180 days (for exclusion)

Saved Audiences (Meta — for Prospecting):

• Investors: Interests: property investment, real estate investing, SMSF | Age 30-55 | Location: Sydney metro
• Downsizers: Interests: home & garden, travel, retirement planning | Age 52-70 | Location: Homeowner postcodes — North Shore, Northern Beaches, Eastern Suburbs, Inner West
• First Home Buyers: Interests: property portals (Domain, realestate.com.au), home loans, first home buyer grants | Age 25-38 | Location: Sydney metro | Advantage+ Audience recommended

Exclusion Rules (Meta):

• Prospecting campaigns exclude: All consultation bookers (180 days)
• Retargeting campaigns exclude: All consultation bookers (180 days)

Google Ads Audiences:

• No custom audiences needed at launch — Google Search campaigns target by keyword intent
• Set up remarketing list in Google Ads for future use (all website visitors, 30 days)

1.4 Landing Page QA

7 landing pages must be live and working before ads go live. QA each one:

Segment Landing Pages (Quiz Entry):

• /for-investors/ — Investor quiz entry

  • Page loads under 3 seconds on mobile
  • Headline reinforces independent advisory positioning (no project names)
  • Single clear CTA: take the investor apartment matching quiz
  • Quiz embed or link works and passes segment parameter (investor)
  • Financial disclaimer visible: "This information is general in nature and does not constitute financial advice. We recommend consulting a licensed financial adviser before making any investment decisions."
  • Meta Pixel ViewContent event fires on page load
  • UTM parameters pass through correctly to quiz

• /for-downsizers/ — Downsizer quiz entry

  • Page loads under 3 seconds on mobile
  • Headline speaks to lifestyle transition, not property specs
  • Single clear CTA: take the downsizer apartment matching quiz
  • Quiz embed or link works and passes segment parameter (downsizer)
  • No project names or developer names anywhere on the page
  • Meta Pixel ViewContent event fires on page load
  • UTM parameters pass through correctly to quiz

• /first-home-buyers/ — First Home Buyer quiz entry

  • Page loads under 3 seconds on mobile
  • Headline addresses overwhelm and independent guidance
  • Single clear CTA: take the first home buyer apartment matching quiz
  • Quiz embed or link works and passes segment parameter (fhb)
  • First Home Buyer Grant dollar amounts verified against current Revenue NSW thresholds (check revenue.nsw.gov.au before launch)
  • No project names or developer names anywhere on the page
  • Meta Pixel ViewContent event fires on page load
  • UTM parameters pass through correctly to quiz

Quiz & Conversion Pages:

• /quiz/ — The apartment matching quiz (React component)

  • Quiz loads correctly for all 3 segments (investor, downsizer, fhb)
  • All questions render and advance correctly on mobile and desktop
  • Email capture field works and is required before results
  • QuizStart event fires on first question
  • QuizComplete event fires on completion
  • Lead event fires on email submission
  • Completion triggers correct segment-specific email sequence (Email 1 sends immediately)
  • Quiz results tease match count but reveal NO project names — CTA drives to /book/
  • UTM parameters persist through the quiz flow

• /book/ — Consultation booking page

  • Calendly embed loads correctly on mobile and desktop
  • Available time slots are showing (Calendly calendar is configured)
  • ConsultationBook event fires on booking confirmation
  • Schedule event fires on booking confirmation
  • Confirmation email sends to the prospect after booking
  • Internal notification triggers to the Lux Living team on each new booking

• /how-it-works/ — Advisory process explainer

  • Page loads under 3 seconds on mobile
  • Clearly explains the 3-step process: Quiz, Consultation, Shortlist
  • Reinforces independence and no-pressure positioning
  • CTA links to /quiz/ or segment-specific pages
  • No project names or developer names

• Homepage — Updated with new advisory positioning

  • Hero section reflects "trusted buyer's consultant" positioning (not "project promoter")
  • No project names or developer logos visible above the fold
  • Clear navigation to all 3 segment pages
  • CTA drives to quiz or segment selection
  • Page loads under 3 seconds on mobile

1.5 Compliance Checklist

The funnel seal depends on strict compliance. Verify every item before launch.

• No project names appear in ANY ad creative (Meta or Google)
• No project names appear on ANY landing page (/for-investors/, /for-downsizers/, /first-home-buyers/, /quiz/, /book/, /how-it-works/, homepage)
• No developer names appear in ANY ad creative
• No developer names appear on ANY landing page
• Investor landing page (/for-investors/) carries financial disclaimer: "This information is general in nature and does not constitute financial advice. We recommend consulting a licensed financial adviser before making any investment decisions."
• Investor ads are educational only — no yield projections, no "best returns" claims, no financial advice language
• FHB landing page (/first-home-buyers/) — NSW First Home Buyer Grant dollar amounts verified against current Revenue NSW thresholds before launch
• All testimonials (if used) are real, consented, and contain no suburb or project references
• UTM parameters are present on all ad URLs (Meta and Google)
• Quiz results reveal match count only — no project names until after consultation
• Email sequences contain no project names in any email

1.6 Email Sequence Setup

3 segment-specific quiz nurture sequences must be built, tested, and automated before ads go live. Each sequence is 5-6 emails over 14-21 days.

Investor Sequence (5 emails)

• Email platform setup — all 5 emails loaded and scheduled:

Downsizer Sequence (5 emails)

• Email platform setup — all 5 emails loaded and scheduled:

First Home Buyer Sequence (6 emails)

• Email platform setup — all 6 emails loaded and scheduled:

Email Sequence Checklist

• Trigger automation: Quiz completion → Email 1 sends immediately → remaining emails drip on schedule
• Segment tagging: Leads tagged by segment (investor, downsizer, fhb) and source (meta, google) for analysis
• Test all 3 sequences: Submit a test lead through each segment quiz. Confirm all emails deliver on schedule with correct content, links, and formatting
• WhatsApp community invite included in Emails 3-4 of each sequence
• No project names in any email across all 3 sequences
• Post-sequence rules:
  • Opened 3+ emails → move to weekly market update + monthly newsletter
  • Opened <2 emails → move to monthly-only cadence
  • Clicked consultation CTA → tag as high-intent, trigger priority follow-up notification to team

1.7 Creative Asset Production

You need exactly 8 ad creatives for launch. 6 for prospecting (2 per segment) + 2 for retargeting.

Investor Ad 1: INV-META-01 "The Numbers" (Static)

Format: Static image
Visual direction: Data-forward. Clean dark background with financial data overlay. Feels like an analyst report, not a property ad.
Ad copy:

Primary Text: Most Sydney apartment developers show you one number: the gross yield. They don't show you the strata costs. The vacancy rate. The body corporate history. The developer's completion track record. We do. Independently. Across 30+ Sydney developments.

Headline: Not All New Apartments Are Equal
CTA Button: Learn More
Landing Page: https://luxlivingcollective.com.au/for-investors/?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_INV_INT-PropInvest_STAT-TheNumbers_2026-03&utm_content=INV-META-01_v1

Investor Ad 2: INV-META-03 "The Mistake" (Video)

Format: Video (30-45 seconds)
Visual direction: Talking head or motion graphics. Data visualisations comparing gut-feel decisions vs performance-based analysis. Urgent but not salesy.
Ad copy:

Primary Text: Investors who choose by display suite quality instead of performance data are making a $700K+ decision on gut feel. We compare what actually matters: strata costs, rental demand, vacancy rates, developer history. Free independent investor analysis. 2 minutes.

Headline: Stop Choosing With Your Eyes
CTA Button: Learn More
Landing Page: https://luxlivingcollective.com.au/for-investors/?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_INV_INT-PropInvest_VID-TheMistake_2026-03&utm_content=INV-META-03_v1

Downsizer Ad 1: DOWN-META-01 "The Next Chapter" (Static)

Format: Static image
Visual direction: Warm, aspirational. Morning light on a balcony. Coffee. City or harbour views. Feels like a lifestyle editorial, not a property ad.
Ad copy:

Primary Text: After the kids. After the garden. After the weekend maintenance list. There's an apartment out there with morning light, a balcony you'll actually use, and everything you need within walking distance. Finding it — without wading through every display suite in Sydney — is where we come in. We help Sydney downsizers find the apartment that genuinely fits. Independently. Without pressure.

Headline: Less Maintenance. More Living.
CTA Button: Learn More
Landing Page: https://luxlivingcollective.com.au/for-downsizers/?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_DOWN_INT-HomeGarden_STAT-NextChapter_2026-03&utm_content=DOWN-META-01_v1

Downsizer Ad 2: DOWN-META-03 "What Your Kids Won't Say" (Video)

Format: Video (45 seconds)
Visual direction: Emotional. Could be real footage or motion graphics. Warm colour palette. Intergenerational tone — caring, not patronising.
Video script:

[0-4s] "Your kids want you to downsize. Here's what they're not saying."
[4-20s] "They worry. Not because downsizing is wrong — but because they want you to land somewhere you'll genuinely love..."
[20-35s] "That apartment exists. But finding it takes more than visiting display suites — it takes someone who knows the real differences between them. We're independent. We've assessed dozens of Sydney developments. We can tell you honestly which ones are worth your time."
[35-45s — CTA card] "Free, independent apartment matching for Sydney downsizers."

Ad copy:

Primary Text: Your kids want you to downsize. Here's what they're not saying. They worry — not because downsizing is wrong, but because they want you to land somewhere you'll genuinely love. We help Sydney downsizers find the right apartment. Independently. Without the pressure of a display suite.

Headline: Your Next Chapter Deserves This
CTA Button: Learn More
Landing Page: https://luxlivingcollective.com.au/for-downsizers/?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_DOWN_INT-HomeGarden_VID-KidsWontSay_2026-03&utm_content=DOWN-META-03_v1

First Home Buyer Ad 1: FHB-META-02 "The Overwhelm" (Video)

Format: Video (30 seconds)
Visual direction: Fast cuts of endless Domain/realestate.com.au scrolling, display suite visits, confusing brochures. Then calm — a clear, curated shortlist. Relief.
Ad copy:

Primary Text: There are over 100 new developments in Sydney right now. Some are great. Some look great but are a terrible deal. Some have strata levies that will chew through your budget. We've assessed them independently — so you only see the ones worth your time and money. Free matching for first home buyers. 2 minutes.

Headline: 100+ Apartments. We Did the Work.
CTA Button: Learn More
Landing Page: https://luxlivingcollective.com.au/first-home-buyers/?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_FHB_INT-PropPortals_VID-Overwhelm_2026-03&utm_content=FHB-META-02_v1

First Home Buyer Ad 2: FHB-META-05 "Your First Shouldn't Be a Mistake" (Static)

Format: Static image
Visual direction: Bold text-forward design. Statement typography on a clean background. Feels confident and reassuring, not corporate.
Ad copy:

Primary Text: You've been saving for years. You've done the Domain research at midnight. You've been to the display suites. Now make sure the one you choose is actually right for you — not just the one with the best marketing. We're independent. We've assessed 30+ Sydney developments. We'll match you with the ones that fit your budget, lifestyle, and commute. Free.

Headline: Your First Apartment — Done Right
CTA Button: Learn More
Landing Page: https://luxlivingcollective.com.au/first-home-buyers/?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_FHB_INT-PropPortals_STAT-FirstMistake_2026-03&utm_content=FHB-META-05_v1

Retargeting Ad 1: RET-META-01 "Your Shortlist Is Waiting" (Static)

Format: Static image
Visual direction: Clean, inviting. A curated shortlist visual — think 2-3 blurred apartment cards with a "View Your Matches" overlay. Warm but action-oriented.
Ad copy:

Primary Text: You started the quiz. Your matched apartments are still there. We've done the research. The next step is a free 15-minute call — we'll walk you through the developments that actually fit your situation. No project names until we've talked. No pressure once we have.

Headline: We Found Your Match. See It?
CTA Button: Book Now
Landing Page: https://luxlivingcollective.com.au/book/?utm_source=meta&utm_medium=paid&utm_campaign=LL_RET_QUIZ-NOBOOK_STAT-ShortlistWaiting_2026-03&utm_content=RET-META-01_v1

Retargeting Ad 2: RET-META-02 "What We Check" (Carousel)

Format: Carousel (5 cards)
Visual direction: Each card is a clean, icon-driven single point. Feels like a professional checklist. Consistent brand colours across all cards.
Carousel cards:

Card 1: What Our Independent Assessment Covers
Card 2: Developer Track Record — actual completion history, delays, defects
Card 3: Body Corporate Projections — the ongoing cost most buyers underestimate
Card 4: Real Floor Plan vs Display Suite — actual dimensions vs marketing-staged rooms
Card 5 — CTA: This is what we bring to your free consultation. Book your 15-min call.

Ad copy:

Primary Text: Most buyers visit display suites and hope for the best. We check what actually matters — developer history, body corporate costs, real floor plans, and more. Here's what our independent assessment covers.

Headline: What We Check That Others Don't
CTA Button: Book Now
Landing Page: https://luxlivingcollective.com.au/book/?utm_source=meta&utm_medium=paid&utm_campaign=LL_RET_QUIZ-COMPLETE_CAR-WhatWeCheck_2026-03&utm_content=RET-META-02_v1

Creative Production Checklist

• INV-META-01 "The Numbers" — static image produced, copy loaded
• INV-META-03 "The Mistake" — video produced, copy loaded
• DOWN-META-01 "The Next Chapter" — static image produced, copy loaded
• DOWN-META-03 "What Your Kids Won't Say" — video produced, copy loaded
• FHB-META-02 "The Overwhelm" — video produced, copy loaded
• FHB-META-05 "Your First Shouldn't Be a Mistake" — static image produced, copy loaded
• RET-META-01 "Your Shortlist Is Waiting" — static image produced, copy loaded
• RET-META-02 "What We Check" — carousel produced (5 cards), copy loaded
• All creatives sized for Advantage+ placements (Meta will auto-resize, but verify feed + stories + reels formats look correct)

1.8 Google Ads — Ad Copy & Keywords

Prepare all Google Ads copy before launch. Google campaigns go live on the same day as Meta.

Campaign 1: Search — High Intent ($30/day)

Keywords (all phrase match):

• "luxury apartments sydney"
• "off the plan apartments sydney"
• "apartment investment sydney"
• "downsizing to apartment sydney"
• "first home buyer apartments sydney"

Negative keywords:

• commercial, house, land, rental, for rent, property management, office, warehouse, parking

Responsive Search Ads (3 ads — one per segment):

Ad 1 — Investors:

• Headlines: Sydney Apartment Investment Guide | Independent Apartment Analysis | 30+ Developments Assessed | Free Investor Matching Quiz | Compare Strata, Yields & More | Not All Apartments Are Equal
• Descriptions: We independently assess 30+ Sydney developments. Strata costs, vacancy rates, developer history — the numbers that matter. Free quiz. | Stop choosing apartments by display suite quality. Get a free independent analysis based on real performance data.
• Landing page: /for-investors/ with UTMs

Ad 2 — Downsizers:

• Headlines: Sydney Downsizer Apartment Guide | Find Your Next Chapter | Independent Apartment Matching | Free Downsizer Quiz — 2 Min | Assessed 30+ Sydney Developments | Less Maintenance, More Living
• Descriptions: Thinking of downsizing? We independently match Sydney downsizers with the apartment that genuinely fits. No pressure. Free quiz. | Skip the display suite marathon. We've assessed dozens of Sydney developments — take our free quiz and see your matches.
• Landing page: /for-downsizers/ with UTMs

Ad 3 — First Home Buyers:

• Headlines: First Home Buyer? Start Here | 100+ Developments — We Did the Work | Free Apartment Matching Quiz | Independent Sydney Apartment Guide | Your First Apartment, Done Right | Assessed 30+ Developments for You
• Descriptions: Over 100 new developments in Sydney. Some are great, some aren't. We've assessed them independently. Take our free quiz — 2 minutes. | Stop scrolling Domain at midnight. Our free quiz matches you with developments that fit your budget, lifestyle, and commute.
• Landing page: /first-home-buyers/ with UTMs

Campaign 2: Search — Branded ($10/day)

Keywords (broad match):

• "lux living collective"
• "lux living sydney"

Responsive Search Ad:

• Headlines: Lux Living Collective | Independent Apartment Advisory | Sydney's Trusted Apartment Guide | Free Apartment Matching Quiz
• Descriptions: Sydney's independent apartment advisory. We assess 30+ developments so you don't have to. Take our free matching quiz. | Curated apartment recommendations for investors, downsizers, and first home buyers. Independent. No pressure.
• Landing page: homepage with UTMs

1.9 UTM Parameter Templates

Use these exact UTM structures for all ads. Replace the variable portions as needed.

META ADS — Base structure:
?utm_source=meta&utm_medium=paid&utm_campaign={campaign_name}&utm_content={ad_name}

Campaign 1 — Prospecting:
?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_INV_INT-PropInvest_STAT-TheNumbers_2026-03&utm_content=INV-META-01_v1
?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_INV_INT-PropInvest_VID-TheMistake_2026-03&utm_content=INV-META-03_v1
?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_DOWN_INT-HomeGarden_STAT-NextChapter_2026-03&utm_content=DOWN-META-01_v1
?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_DOWN_INT-HomeGarden_VID-KidsWontSay_2026-03&utm_content=DOWN-META-03_v1
?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_FHB_INT-PropPortals_VID-Overwhelm_2026-03&utm_content=FHB-META-02_v1
?utm_source=meta&utm_medium=paid&utm_campaign=LL_PROS_FHB_INT-PropPortals_STAT-FirstMistake_2026-03&utm_content=FHB-META-05_v1

Campaign 2 — Retargeting:
?utm_source=meta&utm_medium=paid&utm_campaign=LL_RET_QUIZ-NOBOOK_STAT-ShortlistWaiting_2026-03&utm_content=RET-META-01_v1
?utm_source=meta&utm_medium=paid&utm_campaign=LL_RET_QUIZ-COMPLETE_CAR-WhatWeCheck_2026-03&utm_content=RET-META-02_v1

GOOGLE ADS — Base structure:
Auto-tagged via gclid. Manual UTMs not required if auto-tagging is enabled.
Fallback if auto-tagging fails:
?utm_source=google&utm_medium=cpc&utm_campaign={campaign_name}&utm_content={ad_group}

• UTM parameters added to all Meta ad URLs
• Google Ads auto-tagging enabled and verified
• UTMs verified in PostHog / Google Analytics — confirm traffic is being attributed correctly

1.10 Budget & Billing Setup

• Meta Ads billing method verified and working (credit card or PayPal)
• Google Ads billing method verified and working
• Daily spend limits set at campaign level:

Meta Ads — $60/day:

• Campaign 1 (Prospecting): $45/day (CBO — Meta distributes across 3 ad sets)
• Campaign 2 (Retargeting): $15/day (CBO — Meta distributes across 2 ad sets)

Google Ads — $40/day:

• Campaign 1 (Search — High Intent): $30/day

• Campaign 2 (Search — Branded): $10/day

• Meta account spending limit set to $2,000 (buffer for monthly cap)

• Google Ads monthly budget cap set to $1,300

• Verify budget math:

$100/day x 30 days = $3,000/month

META ADS — $60/day = $1,800/month
  Campaign 1 (Prospecting):    $45/day = $1,350/month
  Campaign 2 (Retargeting):    $15/day =   $450/month

GOOGLE ADS — $40/day = $1,200/month
  Campaign 1 (High Intent):    $30/day =   $900/month
  Campaign 2 (Branded):        $10/day =   $300/month
                                -------
Total:                        $100/day = $3,000/month

1.11 Pre-Launch Final Checklist

Before flipping the switch, confirm every item:

• Meta Pixel installed and all standard events firing
• 3 custom events firing (QuizStart, QuizComplete, ConsultationBook)
• Meta CAPI verified — event deduplication working
• Google Ads conversion tracking verified via GTM
• Google Ads linked to GA4
• Custom Audiences created and populating in Meta
• Exclusion audiences configured at campaign level (Meta)
• UTM parameters on all Meta ad URLs
• Google Ads auto-tagging enabled
• 3 segment-specific email sequences built, tested, and automated (16 total emails)
• Quiz working for all 3 segments — fires correct events, connects to correct email sequence
• 7 landing pages QA'd — loading under 3 seconds on mobile
• /book/ Calendly embed working with confirmation emails and team notifications
• Compliance checklist passed — zero project names, zero developer names, investor disclaimer present, FHB grant amounts verified
• 8 Meta ad creatives produced and uploaded
• 3 Google Responsive Search Ads written + 1 branded RSA
• Google negative keywords added
• Budget and daily spend limits configured (Meta + Google)
• Attribution window set to 7-day click, 1-day view (Meta)
• Billing verified (Meta + Google)
• PostHog cross-referencing events with Meta and Google

Phase 2: Launch & Monitor (Days 6-15)

2.1 Campaign Structure — Build This in Meta Ads Manager

Campaign 1: "Lux Living — Prospecting" (CBO, $45/day)

Campaign settings:

• Campaign name: LL_PROS_2026-03
• Objective: Lead Generation (optimized for Lead event)
• Campaign budget: $45/day
• Advantage Campaign Budget: ON (let Meta distribute across ad sets)

Ad Set A: Investors

• Name: INV_INT-PropInvest_AdvPlacement_30-55_SydneyMetro
• Audience: Interests — property investment, real estate investing, SMSF | Age 30-55 | Location: Sydney metro
• Placement: Advantage+ (let Meta choose)
• Exclusions: All consultation bookers (180d)
• Ads:
  • Ad 1:
    • Name: STAT_TheNumbers_INV_v1
    • Creative: INV-META-01 "The Numbers" (static)
    • Landing page: /for-investors/ with UTMs
  • Ad 2:
    • Name: VID_TheMistake_INV_v1
    • Creative: INV-META-03 "The Mistake" (video)
    • Landing page: /for-investors/ with UTMs

Ad Set B: Downsizers

• Name: DOWN_INT-HomeGarden_AdvPlacement_52-70_OwnerPostcodes
• Audience: Interests — home & garden, travel, retirement planning | Age 52-70 | Location: North Shore, Northern Beaches, Eastern Suburbs, Inner West postcodes
• Placement: Advantage+
• Exclusions: All consultation bookers (180d)
• Ads:
  • Ad 1:
    • Name: STAT_NextChapter_DOWN_v1
    • Creative: DOWN-META-01 "The Next Chapter" (static)
    • Landing page: /for-downsizers/ with UTMs
  • Ad 2:
    • Name: VID_KidsWontSay_DOWN_v1
    • Creative: DOWN-META-03 "What Your Kids Won't Say" (video)
    • Landing page: /for-downsizers/ with UTMs

Ad Set C: First Home Buyers

• Name: FHB_INT-PropPortals_AdvPlus_25-38_SydneyMetro
• Audience: Interests — property portals, home loans, first home buyer grants | Age 25-38 | Location: Sydney metro | Advantage+ Audience recommended
• Placement: Advantage+
• Exclusions: All consultation bookers (180d)
• Ads:
  • Ad 1:
    • Name: VID_Overwhelm_FHB_v1
    • Creative: FHB-META-02 "The Overwhelm" (video)
    • Landing page: /first-home-buyers/ with UTMs
  • Ad 2:
    • Name: STAT_FirstMistake_FHB_v1
    • Creative: FHB-META-05 "Your First Shouldn't Be a Mistake" (static)
    • Landing page: /first-home-buyers/ with UTMs

Campaign 2: "Lux Living — Retargeting" ($15/day)

Campaign settings:

• Campaign name: LL_RET_2026-03
• Objective: Lead Generation (optimized for Lead event — start with Lead since the pool is small; switch to Schedule once consultation booking volume grows)
• Campaign budget: $15/day
• Advantage Campaign Budget: ON

Ad Set A: Website Visitors + Quiz Starters Who Didn't Complete

• Name: RET_SiteVisit-QuizNoComplete_7-30d_AdvPlacement
• Audience: All website visitors + Quiz starters who didn't complete | 7-30 days
• Placement: Advantage+
• Exclusions: All consultation bookers (180d)
• Frequency cap: 1 impression per day
• Ad:
  • Name: STAT_ShortlistWaiting_RET_v1
  • Creative: RET-META-01 "Your Shortlist Is Waiting" (static)
  • Landing page: /book/ with UTMs

Ad Set B: Quiz Completers Who Haven't Booked

• Name: RET_QuizComplete-NoBook_30d_AdvPlacement
• Audience: Quiz completers who haven't booked consultation | 30 days
• Placement: Advantage+
• Exclusions: All consultation bookers (180d)
• Frequency cap: 1 impression per day
• Ad:
  • Name: CAR_WhatWeCheck_RET_v1
  • Creative: RET-META-02 "What We Check" (carousel)
  • Landing page: /book/ with UTMs

Note: Campaign 2 will underspend in the first 1-2 weeks. Retargeting pools are tiny at launch — that's expected and fine. The budget fills as Campaign 1 drives traffic.

2.2 Campaign Structure — Build This in Google Ads

Campaign 1: Search — High Intent ($30/day)

Campaign settings:

• Campaign name: LL_SEARCH_HIGH-INTENT_2026-03
• Campaign type: Search
• Bidding strategy: Maximize Conversions (switch to Target CPA once you have 30+ conversions)
• Daily budget: $30/day
• Networks: Search only (uncheck Display and Search Partners)
• Locations: Sydney metro
• Language: English

Ad Group 1: Investors

• Name: AG_Investors
• Keywords (phrase match):
  • "apartment investment sydney"
  • "off the plan investment sydney"
  • "investment apartments sydney"
• Negative keywords: commercial, house, land, rental, for rent, property management, office, warehouse, parking
• Responsive Search Ad: Investor ad copy (see Section 1.8)
• Landing page: /for-investors/ with UTMs

Ad Group 2: Downsizers

• Name: AG_Downsizers
• Keywords (phrase match):
  • "downsizing to apartment sydney"
  • "downsizer apartments sydney"
  • "luxury apartments sydney"
• Negative keywords: same as above
• Responsive Search Ad: Downsizer ad copy (see Section 1.8)
• Landing page: /for-downsizers/ with UTMs

Ad Group 3: First Home Buyers

• Name: AG_FirstHomeBuyers
• Keywords (phrase match):
  • "first home buyer apartments sydney"
  • "off the plan apartments sydney"
  • "new apartments sydney"
• Negative keywords: same as above
• Responsive Search Ad: FHB ad copy (see Section 1.8)
• Landing page: /first-home-buyers/ with UTMs

Campaign 2: Search — Branded ($10/day)

Campaign settings:

• Campaign name: LL_SEARCH_BRANDED_2026-03
• Campaign type: Search
• Bidding strategy: Maximize Clicks
• Daily budget: $10/day
• Networks: Search only
• Locations: Australia-wide
• Language: English

Ad Group 1: Brand Terms

• Name: AG_BrandedTerms
• Keywords (broad match):
  • "lux living collective"
  • "lux living sydney"
• Responsive Search Ad: Branded ad copy (see Section 1.8)
• Landing page: homepage with UTMs

2.3 Days 6-10: Hands-Off Monitoring

Do not change anything for the first 5 days. Meta's algorithm needs time to exit the learning phase. Google's Smart Bidding also needs initial conversion data. Touching budgets, audiences, or creative during this period resets the learning and wastes money.

Daily monitoring checklist (takes 10 minutes):

Meta:

• Check total Meta spend — is it on track for $60/day?
• Check Campaign 1 delivery — are all 3 ad sets spending? (CBO may favour one segment — that's OK)
• Check Campaign 2 delivery — is it delivering at all? (Small pools may mean near-zero spend — that's OK)
• Check CTR per ad — flag any ad below threshold after 1,000 impressions (see segment-specific kill rules below)
• Check CPC — flag any ad above $5.00 sustained over 2+ days
• Check landing page view rate — flag if below 60% of clicks (page problem, not ad problem)
• Check quiz starts and quiz completions — are they flowing?
• Check consultation bookings — any bookings yet?
• Check email sequence — are welcome emails being delivered for each segment?

Google:

• Check total Google spend — is it on track for $40/day?
• Check Campaign 1 impression share — are ads showing for target keywords?
• Check search terms report — add irrelevant terms as negative keywords
• Check CPC — is it within $3-6 range for high-intent, $0.50-1.00 for branded?
• Check conversion tracking — are quiz starts / completions being recorded?

Both platforms:

• Log everything in a spreadsheet or tracker. One row per day per platform.

What NOT to touch during Days 6-10:

• Do not pause ad sets or ad groups
• Do not change budgets
• Do not swap creative
• Do not add or remove audiences or keywords
• Do not change bidding strategy
• Do not panic if CPA is high — the algorithms are still learning

2.4 Day 10: Decision Framework

After 5 full days of data, make your first optimization decisions.

Decision 1: Which Segment Is Winning on Meta?

CBO will naturally allocate more budget to the best-performing ad set. By Day 10, look at how budget has distributed:

Decision 2: Segment-Specific Kill Rules (Meta)

Apply these rules at Day 10 and every day after:

Decision 3: Google Ads Health Check

Decision 4: Retargeting Health Check (Meta)

2.5 Days 11-15: First Adjustments

Based on Day 10 decisions:

• Kill any ads that hit segment-specific kill thresholds
• Reallocate budget from underperforming segments to winners (within CBO — Meta does this automatically, but you can set ad set minimum/maximum spend if needed)
• Add negative keywords to Google Ads based on search terms report
• Check email sequence performance:
  • Email 1 open rate target: >50%
  • Email 1 click rate target: >5%
  • If open rate is below 30%: subject line needs work
  • If click rate is below 2%: CTA or content needs work
• Verify quiz-to-consultation conversion path — are quiz completers booking consultations? If quiz completion rate is high but booking rate is low, the quiz results page CTA needs work.
• Update retargeting audiences — ensure new quiz starters and completers are flowing into retargeting pools

Phase 3: First Optimization (Days 16-30)

3.1 Creative Iteration

By Day 16, you should have a winning segment and winning creatives within that segment.

• Identify the winning segment — lowest cost per consultation booking with consistent delivery
• Identify the winning creative per segment — lowest CPL ad with consistent delivery
• Create 2 new variants for the winning segment's best creative:
  • Variant A — New hook: Change the first line/visual hook while keeping the same format and landing page. Test a different angle:
    • If the winner led with data/analysis → test a social proof hook ("We've helped 200+ Sydney buyers find the right apartment...")
    • If the winner led with emotion/lifestyle → test a problem-agitation hook ("Display suites are designed to deceive. Here's how.")
    • If the winner led with overwhelm/volume → test a trust hook ("Independent. No commissions from developers. Just honest advice.")
  • Variant B — New format: If the winner was static, test a 15-second video (or vice versa). Same message, different format.
• Test new variants against the original winner in the same ad set — let Meta optimize delivery
• Kill any new variant that doesn't beat the original after $100 spend

3.2 Audience Refinement

Only refine audiences after you have proven creative.

Meta:

• If one segment dominates: Consider creating a Lookalike Audience based on quiz completers from that segment (1% Lookalike, Australia). Test with winning creative.
• If Downsizer postcodes are too narrow: Expand to include Sutherland Shire, Hills District, and Lower North Shore if the initial postcode targeting is performing.
• If FHB Advantage+ Audience outperforms interest targeting: Scale the Advantage+ audience. Widen age range to 23-40 if performance supports it.
• One variable at a time — test new audience with proven creative, never test new audience + new creative simultaneously

Google:

• Add high-performing search terms as exact match keywords to capture proven intent more efficiently
• Expand negative keyword list based on 2 weeks of search terms data
• If a specific ad group is winning: Consider adding more keyword variations for that segment
• If CPA allows: Test broader keywords like "new apartments sydney" or "off the plan sydney" in a new ad group

3.3 Email Sequence Performance Review

By Day 16-20, the first leads from launch should be reaching Email 4-5 in their sequences. Review performance.

Email Sequence Benchmarks:

• Check overall sequence health per segment:
  • Are leads progressing through all emails?
  • What's the unsubscribe rate? (Target: <2% per email, <5% across the whole sequence)
  • Are leads clicking through to /book/?
• Key metric: Quiz-Complete-to-Consultation-Booking Rate — what % of quiz completers book a consultation within 21 days?
  • Target: >30%
  • Below 15%: The nurture sequence isn't converting. Revisit Email 3 (15-point framework) and Email 5 (shortlist waiting) CTAs. Consider adding urgency or social proof.
• Compare segment performance: Which segment's email sequence has the highest consultation booking rate? This tells you which segment is most motivated — double down on that segment's ads.
• Tag high-intent leads: Anyone who clicks the consultation CTA in Email 1 or Email 5 should be tagged for priority follow-up

3.4 Month 1 Scorecard

Fill this out on Day 30. This is your baseline for all future decisions.

MONTH 1 SCORECARD — Lux Living Collective
==========================================

Date range: _____ to _____

SPEND
-----
Total spend:                          $_____ / $3,000 budget

Meta Ads:                             $_____ / $1,800 budget
  Campaign 1 (Prospecting):          $_____
    Ad Set A — Investors:             $_____
    Ad Set B — Downsizers:            $_____
    Ad Set C — First Home Buyers:     $_____
  Campaign 2 (Retargeting):          $_____

Google Ads:                           $_____ / $1,200 budget
  Campaign 1 (High Intent):          $_____
    AG — Investors:                   $_____
    AG — Downsizers:                  $_____
    AG — First Home Buyers:           $_____
  Campaign 2 (Branded):              $_____

QUIZ PERFORMANCE
----------------
Total quiz starts:                    _____ (Target: 150+)
Total quiz completions:               _____ (Target: 100+)
Quiz completion rate:                 _____% (Target: >60%)
Quiz starts — Investors:              _____
Quiz starts — Downsizers:             _____
Quiz starts — First Home Buyers:      _____

CONSULTATION BOOKINGS
---------------------
Total consultation bookings:          _____ (Target: 30-50)
Bookings — Investors:                 _____
Bookings — Downsizers:                _____
Bookings — First Home Buyers:         _____
Quiz-to-booking rate:                 _____% (Target: >30%)

LEADS & COST
------------
Total leads (quiz + booking):         _____ (Target: 80-120)
Blended CPL — Meta:                   $_____ (Target: <$8.00)
Blended CPL — Google:                 $_____ (Target: <$25.00)
Retargeting CPL:                      $_____ (Target: $3-5)
CPL — Investors (Meta):               $_____
CPL — Downsizers (Meta):              $_____
CPL — First Home Buyers (Meta):       $_____
Cost per booking — Investors:         $_____ (Target: <$40)
Cost per booking — Downsizers:        $_____ (Target: <$50)
Cost per booking — FHB:               $_____ (Target: <$30)

TRAFFIC
-------
Total clicks (Meta):                  _____
Total clicks (Google):                _____
Average CPC — Meta:                   $_____
Average CPC — Google (High Intent):   $_____ (Target: $3-6)
Average CPC — Google (Branded):       $_____ (Target: $0.50-1.00)
Average CTR — Meta:                   _____%
Landing page view rate — Meta:        _____% (Target: 70-80%)

RETARGETING (META)
------------------
Retargeting pool size:                _____ (visitors in last 30 days)
Retargeting spend:                    $_____
Retargeting clicks:                   _____
Retargeting quiz starts:              _____
Retargeting consultation bookings:    _____

EMAIL PERFORMANCE
-----------------
Total emails sent (all sequences):    _____
Investor sequence — avg open rate:    _____%
Downsizer sequence — avg open rate:   _____%
FHB sequence — avg open rate:         _____%
Blended click rate:                   _____%
Unsubscribe rate:                     _____%
Email list size:                      _____ (Target: 200+)
Leads who booked via email CTA:       _____ (____% of total leads)
WhatsApp community joins:             _____

CONVERSIONS (POST-CONSULTATION)
-------------------------------
Consultations completed:              _____
Shortlists delivered:                 _____
Consultation → shortlist rate:        _____% (Target: >80%)
Qualified opportunities:              _____

WINNING CREATIVE (META)
-----------------------
Best segment:          [ ] Investors  [ ] Downsizers  [ ] FHB
Best ad per segment:
  Investors:           [ ] INV-META-01  [ ] INV-META-03
  Downsizers:          [ ] DOWN-META-01  [ ] DOWN-META-03
  FHB:                 [ ] FHB-META-02  [ ] FHB-META-05
Best retargeting ad:   [ ] RET-META-01  [ ] RET-META-02
Best ad format:        _____________________
Best hook/angle:       _____________________

GOOGLE ADS PERFORMANCE
----------------------
Best ad group:         [ ] Investors  [ ] Downsizers  [ ] FHB
Top search terms:      _____________________
Negative keywords added: _____

KILL LOG
--------
Ads killed:                           _____
Ad sets / ad groups killed:           _____
Reason(s):                            _____________________

3.5 Month 2 Decision Framework

Based on your Month 1 scorecard, choose one path:

Path A: Scale to $4,000/month

Criteria: Blended cost per consultation booking < $30 AND quiz completion rate > 60% AND 40+ consultation bookings AND consultation-to-shortlist rate > 80%

Path B: Hold at $3,000/month

Criteria: Cost per consultation booking $30-50 AND quiz completion rate 40-60% AND 20-40 consultation bookings

• Keep winning segment running at current budget
• Test 2 new creative variants per segment (different hooks/formats)
• Optimise quiz flow — if quiz completion rate is below 60%, the quiz is too long or too invasive
• Focus on improving email sequence conversion — if leads are coming in but not booking consultations
• A/B test /book/ page — try a simpler Calendly embed vs a full landing page with testimonials
• Add remarketing lists to Google Ads and test RLSA campaigns

Path C: Cut to $1,500/month

Criteria: Cost per consultation booking > $50 AND/OR quiz completion rate < 40% AND/OR fewer than 20 consultation bookings

• Pause all Meta TOFU campaigns except the single best-performing segment
• Reduce Google to branded search only ($10/day)
• Run retargeting on existing warm audiences ($15/day)
• Go back to creative drawing board — the ads or the funnel isn't resonating
• Review quiz for drop-off points — where are people abandoning?
• Review landing pages for conversion issues — are people clicking but not starting the quiz?
• Consider simplifying the funnel: run ads directly to /book/ instead of quiz-first for warm audiences
• Revisit after 2 weeks with new creative and simplified quiz

Key Principles — Read This Before You Start

1. The funnel seal is sacred. No project names appear anywhere until after a consultation. This is the entire business model. If a project name leaks into an ad, a landing page, or an email, you've broken the funnel. Check every piece of content before it goes live.

2. 3 segments, 2 platforms, 4 campaigns — that's it for Month 1. Investors, Downsizers, First Home Buyers. Meta and Google. Two Meta campaigns (Prospecting + Retargeting) and two Google campaigns (High Intent + Branded). Do not add more campaigns. Do not add more platforms. Do not add TikTok. Focus wins.

3. Kill rules are non-negotiable with segment-specific thresholds. Each segment has different benchmarks because each segment behaves differently. Investors tolerate higher CPL. FHBs should convert cheaply. Apply the right threshold to the right segment. No exceptions. No "let's give it a few more days."

4. The quiz IS the lead magnet — everything drives to the quiz. The quiz captures needs, segments the prospect, and locks them into the funnel. Every ad on every platform should drive to a segment-specific quiz entry page. Do not send traffic to pages without a quiz CTA.

5. Don't touch anything for 5 days after launch. The algorithm learning period is sacred on both Meta and Google. Changing budgets, audiences, keywords, or creative during this window wastes money and resets learning.

6. Test one variable at a time. New audience with proven creative. OR proven audience with new creative. OR new keyword group with proven ad copy. Never test multiple variables simultaneously.

7. Budget math must add up. $100/day = ~$3,000/month. Meta gets $60/day across 2 campaigns. Google gets $40/day across 2 campaigns. If you reallocate from one campaign, it must go to another. The total stays at $100/day.

8. The email sequence is half the funnel. Ads get quiz completions. The 5-6 email nurture sequence converts quiz completers into consultation bookings. If quiz completions are high but bookings are low, fix the emails before blaming the ads.

9. Retargeting pools take time. Meta Campaign 2 will barely spend in Week 1. That's normal. The pool grows as Campaign 1 and Google drive traffic. Do not increase the retargeting budget to force spend — let the pool build naturally.

10. Document everything. Log daily metrics, kill decisions, and learnings. Month 2 decisions depend on Month 1 data. Use the scorecard template. Fill it out on Day 30. No shortcuts.