Retargeting Campaign
Brief & Copy
Platform: Meta (Facebook & Instagram) · Objective: Consultation bookings from warm audiences
Audiences: Investor, Downsizer, FHB, Upgrader quiz abandoners + general site visitors
Version: 1.0 · March 2026
| This document covers the full retargeting campaign: audience definitions, ad set settings, exclusions, frequency caps, and complete copy for all five segments. Primary CTA across all ads: book a free consultation. Nine sections: Campaign strategy, audiences & targeting, exclusions & frequency, ad copy per segment (4 quiz abandoner segments + site visitors), reporting framework, and implementation checklist. |
01 — Campaign Strategy
Objective & Funnel Position
These are warm audiences. They have already found Lux Living Collective and in the case of quiz abandoners, begun the quiz. The objective is not awareness — it is one specific, low-friction action: booking a free 15-minute consultation call.
The quiz is not the CTA in this campaign. The consultation is. Retargeting someone back to a quiz they already abandoned introduces friction. The consultation is a lower-commitment step that moves them forward.
| Warm Audience temperature | 1 step The ask | 15 min Time commitment | Free Cost to prospect | Booking Conversion event |
Campaign Architecture
One campaign. Five ad sets. Each ad set targets one audience with segment-specific creative. All ad sets share the same campaign objective and CBO budget.
| Campaign objective: Use 'Leads' if booking via Meta native lead form. Use 'Conversions' if booking goes via Calendly on-site (requires Pixel event: Schedule or custom ConsultationBooked). Calendly provides better data quality. Recommend Conversions objective with Calendly + Pixel. |
Budget & Bidding
Campaign Budget Optimisation (CBO) at campaign level. Set minimum spend per ad set to protect smaller audiences.
| Setting | Recommendation |
| Campaign daily budget | Minimum $50/day. Increase once cost-per-booking is established. |
| Ad set minimum spend | $8–10/day per ad set to prevent delivery starvation on smaller segments. |
| Bidding strategy | Lowest cost to start. Switch to Cost Cap once 20+ bookings as training data. |
| Optimisation event | Schedule (standard) or ConsultationBooked (custom) fired on Calendly confirmation page. |
02 — Audiences & Targeting
Pixel Events Required
All audiences require correct Pixel implementation before campaign launch.
| Event | Fires On | Used For |
| PageView | All pages | Site visitor audience |
| ViewContent (quiz_start) | Quiz page load, per segment URL | All quiz abandoner audiences |
| Lead | Quiz lead capture form submit | Quiz completer exclusion |
| Schedule / ConsultationBooked | Calendly confirmation page | Conversion + booking exclusion |
Ad Set 1 — Investor Quiz Abandoners
Visited /for-investors/ quiz, fired quiz_start, did not complete lead capture.
| AUDIENCE DEFINITION |
| Include ViewContent (quiz_start) on /for-investors/ quiz URL — 30-day lookback Exclude Lead event (quiz complete) — 180 days Exclude Schedule / ConsultationBooked — 180 days Exclude CRM list: existing clients Min. audience 300+. Extend to 60 days if below threshold. |
| AD SET SETTINGS |
| Placements Automatic (Feed, Stories, Reels) Age 30–65+ (do not cap at 65) Frequency cap 2 impressions per person per week Pixel event Schedule or ConsultationBooked |
Ad Set 2 — Downsizer Quiz Abandoners
Visited /for-downsizers/ quiz, fired quiz_start, did not complete lead capture.
| AUDIENCE DEFINITION |
| Include ViewContent (quiz_start) on /for-downsizers/ quiz URL — 45-day lookback Exclude Lead event — 180 days Exclude Schedule / ConsultationBooked — 180 days Exclude CRM list: existing clients Min. audience 300+. Downsizers research longer — 45-day window captures more. |
| AD SET SETTINGS |
| Placements Facebook Feed, Instagram Feed, Stories (skip Reels — skews younger) Age 50–75+ (do not cap at 65) Frequency cap 2 impressions per person per week Pixel event Schedule or ConsultationBooked |
Ad Set 3 — First Home Buyer Quiz Abandoners
Visited /first-home-buyers/ quiz, fired quiz_start, did not complete lead capture.
| AUDIENCE DEFINITION |
| Include ViewContent (quiz_start) on /first-home-buyers/ quiz URL — 30-day lookback Exclude Lead event — 180 days Exclude Schedule / ConsultationBooked — 180 days Exclude CRM list: existing clients Min. audience 300+ |
| AD SET SETTINGS |
| Placements Automatic (FHBs active across all placements including Reels) Age 22–45 Frequency cap 2 impressions per person per week Pixel event Schedule or ConsultationBooked |
Ad Set 4 — Upgrader Quiz Abandoners
Visited upgrader quiz page, fired quiz_start, did not complete lead capture.
| AUDIENCE DEFINITION |
| Include ViewContent (quiz_start) on /upgraders/ (or equivalent) quiz URL — 30-day lookback Exclude Lead event — 180 days Exclude Schedule / ConsultationBooked — 180 days Exclude CRM list: existing clients Min. audience 300+ |
| AD SET SETTINGS |
| Placements Automatic placements Age 32–58 Frequency cap 2 impressions per person per week Pixel event Schedule or ConsultationBooked |
Ad Set 5 — General Site Visitors (No Quiz)
Visited luxlivingcollective.com.au but did not fire quiz_start on any quiz page. Lowest intent — apply stricter frequency cap.
| AUDIENCE DEFINITION |
| Include PageView on any page of luxlivingcollective.com.au — 14-day lookback Exclude ViewContent (quiz_start) on any quiz URL Exclude Lead event — 180 days Exclude Schedule / ConsultationBooked — 180 days Exclude CRM list: existing clients Note Largest audience. Recency matters more than window size for this segment. |
| AD SET SETTINGS |
| Placements Automatic placements Age 25–75+ Frequency cap 1 impression per person per week (lower — audience is colder) Pixel event Schedule or ConsultationBooked |
03 — Exclusions & Frequency Management
Global Exclusions
Apply to all five ad sets. Build as Custom Audiences and add under 'Exclude' in each ad set.
| Exclusion | How to Build |
| Quiz completers | Custom Audience: Lead event fired on any quiz page — 180-day lookback |
| Consultation bookers | Custom Audience: Schedule / ConsultationBooked event — 180-day lookback |
| Existing clients | Customer List Custom Audience: upload CRM CSV (email + phone). Refresh monthly. |
| Recent converters (belt & braces) | Custom Audience: ConsultationBooked in last 30 days. Adds redundancy on top of 180-day exclusion. |
Frequency Cap Thresholds
Monitor via the Frequency column in Ads Manager. Set automated rules to flag or pause when thresholds are breached.
| Ad Set | Target Freq. / Week | Pause Trigger | Action |
| Investor abandoners | 2x | Freq. > 3.5 | Rotate creative or pause 7 days |
| Downsizer abandoners | 2x | Freq. > 3.5 | Rotate creative or pause 7 days |
| FHB abandoners | 2x | Freq. > 3.5 | Rotate creative or pause 7 days |
| Upgrader abandoners | 2x | Freq. > 3.5 | Rotate creative or pause 7 days |
| Site visitors (no quiz) | 1x | Freq. > 2.5 | Pause ad set; refresh audience window |
| CTR decay precedes frequency fatigue. If CTR drops more than 40% from launch-week baseline, rotate to the next creative variant before the frequency cap is hit. Do not wait for frequency to spike before acting. |
04 — Ad Copy: Investor Quiz Abandoners
Tone: Precise, data-forward, no warmth padding. The consultation is a strategy call, not a sales call. Speaks to financial intelligence and efficiency.
Landing page: /book-a-call?segment=investor
Variant A — Results Nudge | Static image
| Headline | Your investment shortlist is ready. |
| Primary text | You started the quiz. Your matched developments are on the other side of it. We’ve matched properties to your budget and investment goal — with net yield estimates, not gross figures. A 15-minute call is the fastest way to see them. No obligation. No developer pitch. |
| Description | Book a free strategy call with Lux Living Collective. |
| CTA button | Book a Call |
| Visual note | Dark background, gold accent. Data/number motif. No property photography. |
Variant B — Yield Reality | Static image
| Headline | Gross yield is a marketing number. |
| Primary text | The developments worth your attention are the ones that stack up after fees, levies, and vacancy — not before. Lux Living Collective models net yield estimates before a development reaches your shortlist. Book a 15-minute call to see what we’ve found for your budget. |
| Description | Independent. No developer commissions. Free strategy call. |
| CTA button | Book My Strategy Call |
| Visual note | Split graphic: 'Gross: 5.2%' vs 'Net: 3.8%'. Clean, typographic. No photography. |
Variant C — 15 Criteria | Carousel (3 cards)
| Headline | 15 criteria. Before a development reaches your shortlist. |
| Primary text | Net yield, developer track record, suburb vacancy, floor plan efficiency — 15 criteria assessed before any development is matched to an investor. Book a call to see which passed for your budget and goals. |
| CTA button | See My Shortlist |
| Card 1 headline | Net yield. Not gross. |
| Card 2 headline | Developer track record. Verified. |
| Card 3 headline | Your shortlist. Already built. |
| Visual note | Numbered cards: large number + short statement. Gold on dark. |
05 — Ad Copy: Downsizer Quiz Abandoners
Tone: Warm, unhurried, honest. Never pushy. Pain point is overwhelm and distrust of the sales process, not urgency.
Landing page: /book-a-call?segment=downsizer
Variant A — Display Suite Problem | Static image
| Headline | A display suite is not the apartment you’re buying. |
| Primary text | It’s a marketing environment. The storage is rendered. The acoustics are staged. The body corporate history doesn’t exist yet. We check the things display suites don’t show you — and match you to apartments that genuinely suit your life. Book a relaxed 15-minute chat. No obligation. |
| Description | Honest guidance. No pressure. Your pace. |
| CTA button | Book a Chat |
| Visual note | Soft, natural light interior. Real-feeling, not aspirational. Warm tones. |
Variant B — The Right Fit | Static image
| Headline | Three apartments matched to what you actually told us. |
| Primary text | You started the quiz. We’ve already matched developments to your priorities — the light, the storage, the location, the kind of building that suits how you live. A 15-minute chat is all it takes to see them. No sales pitch. Honest guidance about what’s worth your time. |
| Description | Lux Living Collective. Independent property advice for downsizers. |
| CTA button | Book My Free Chat |
| Visual note | Lifestyle image: well-lit apartment, calm and spacious. Not a display suite render. |
Variant C — Your Pace | Static or 15s video
| Headline | No timeline. No pressure. Just the right apartment. |
| Primary text | Downsizing is a significant decision. It doesn’t need to happen on anyone else’s schedule. Lux Living Collective matches you to apartments based on your priorities. The conversation moves at whatever pace suits you. Book a 15-minute chat when you’re ready. |
| Description | Free. No obligation. We don’t work for developers. |
| CTA button | Have a Relaxed Chat |
| Visual note | Outdoor terrace or garden apartment. Morning light. No text overlay on image. |
06 — Ad Copy: First Home Buyer Quiz Abandoners
Tone: Plain-spoken and reassuring. Addresses the anxiety of not knowing what you don’t know. Mentions grants where they strengthen the message.
Landing page: /book-a-call?segment=fhb
Variant A — Clarity Hook | Static image
| Headline | Most first home buyers feel like they’re missing something. They usually are. |
| Primary text | Grant eligibility. Off-the-plan risks. What to check before you exchange. The things no one explains until it’s too late. Book a free 15-minute chat. We’ll walk you through your matched apartments and the things worth knowing before you commit. |
| Description | Free. Plain English. No developer affiliation. |
| CTA button | Book My Free Chat |
| Visual note | Bright modern apartment. Young professional context. Aspirational but attainable. |
Variant B — Grants Angle | Static image
| Headline | Up to $30,735 in stamp duty savings. If you buy the right property. |
| Primary text | The NSW First Home Buyer stamp duty exemption only applies to properties under $800,000. One of your matched apartments may qualify — but grant eligibility isn’t something to assume. Book a free 15-minute chat to confirm your eligibility and see your matched developments. |
| Description | Lux Living Collective. Independent advice for first home buyers. |
| CTA button | Check My Eligibility |
| Compliance note | Add to ad text: 'Grant eligibility subject to Revenue NSW conditions. Verify with your solicitor.' |
| Visual note | $30,735 in large type. Professional, not salesy. Clean typographic graphic. |
Variant C — Progress Nudge | Static image
| Headline | You were three questions from your shortlist. |
| Primary text | You started the quiz. Your matched apartments are on the other side of it. Skip the rest — book a 15-minute call instead. We’ll cover your budget, your preferred area, and the grants you might qualify for. Everything the quiz would have told you, in a real conversation. |
| Description | Free. 15 minutes. No obligation. |
| CTA button | Book My Free Chat |
| Visual note | Progress bar: 3 of 6 steps filled. Clean, motivational, on-brand colour. |
07 — Ad Copy: Upgrader Quiz Abandoners
Tone: Aspirational but grounded. Upgraders are financially confident and research-literate. Respond to specificity and independence signals. The consultation offers intelligence they can’t easily get elsewhere.
Landing page: /book-a-call?segment=upgrader
Variant A — Market Intelligence | Static image
| Headline | The Sydney new apartment market moves faster than the listings. |
| Primary text | By the time a development appears on Domain or REA, the best lots are gone. Lux Living Collective works directly from our development database — matched to your budget and upgrade brief before anything is widely marketed. Book a 15-minute call to see what’s available for your situation. |
| Description | Independent. No developer commissions. Free 15-minute call. |
| CTA button | Book My Call |
| Visual note | Premium interior. Architectural, aspirational. Minimal text overlay. |
Variant B — The Shortlist | Static image
| Headline | Your upgrade brief deserves more than a portal search. |
| Primary text | You started the quiz. We have enough to build your shortlist. Developments matched to your budget, location preference, and what you’re upgrading from — assessed against 15 criteria before they reach you. Book a 15-minute call to see your matched developments. |
| Description | Lux Living Collective. Premium property matching, independently run. |
| CTA button | See My Shortlist |
| Visual note | Clean, confident design. Minimal. Quality over aspiration. |
Variant C — Independence Signal | Static image
| Headline | We don’t receive commissions from developers. That’s the point. |
| Primary text | Most sources of property advice have a financial relationship with the developments they recommend. We don’t. Every development on your shortlist passed an independent 15-point assessment. No developer paid for placement. Book a free 15-minute call to see your matched results. |
| Description | Free strategy call. Independent assessment. No obligation. |
| CTA button | Book My Free Call |
| Visual note | Dark, premium. 'Independent.' as a single word in large type. |
08 — Ad Copy: General Site Visitors (No Quiz)
Tone: Introductory but premium. This audience knows the brand but has not declared a segment. Ads introduce the Lux Living Collective proposition and prompt a low-friction first step.
Note: Coldest audience in the retargeting set. Lower frequency cap. Broader creative. CTA is still consultation — the quiz is referenced as context, not the ask.
Landing page: /book-a-call (general) or segment selector page
Variant A — Brand Proposition | Static image
| Headline | Property advice that doesn’t work for the developer. |
| Primary text | Lux Living Collective matches investors, downsizers, first home buyers, and upgraders to new Sydney apartments that actually suit their situation. Every development on our shortlists passes a 15-point independent assessment. We don’t receive commissions from developers. Book a free 15-minute consultation. |
| Description | Independent. Precise. Free consultation. |
| CTA button | Book a Free Call |
| Visual note | Brand visual. Lux Living Collective wordmark. Dark background, gold accent. No property photography. |
Variant B — Segment Mirror | Carousel (4 cards)
| Headline | Which describes you? |
| Primary text | Lux Living Collective works with investors, downsizers, first home buyers, and upgraders looking for new Sydney apartments matched to their brief. Book a free 15-minute call. Tell us what you’re looking for. We’ll tell you what we’ve found. |
| Card 1 headline | I’m an investor looking for yield. |
| Card 2 headline | I’m ready to downsize properly. |
| Card 3 headline | I’m buying my first apartment. |
| Card 4 headline | I’m ready to upgrade. |
| CTA button (all cards) | Book a Free Call |
| Visual note | Each card: segment-specific lifestyle image. Consistent framing. All cards link to booking page. |
Variant C — Shortlist Curiosity | Static image
| Headline | 3 matched developments. Assessed. Waiting for your call. |
| Primary text | Every buyer who comes to Lux Living Collective gets a shortlist built on 15 independent criteria — net yield, developer track record, suburb data, and more. Book a free 15-minute call. Tell us your situation. We’ll tell you what’s worth your attention. |
| Description | Free. Independent. No developer affiliation. |
| CTA button | Book My Free Call |
| Visual note | Three blurred card thumbnails. Unlock/blur motif. Intrigue-based visual. |
09 — Reporting & Optimisation
Primary KPIs
| Metric | Target (indicative) | Notes |
| Cost per consultation booking | $40–$120 | Varies by segment. Investor bookings cost more but convert higher. |
| Consultation booking rate | 3–8% of link clicks | Click to confirmed Calendly booking. |
| Link CTR | 0.8–2.5% | Retargeting CTR should significantly outperform cold traffic. |
| Weekly frequency | 1–2x per person | Monitor weekly. Act before thresholds are breached. |
| Show rate (booked → attended) | 65%+ | Track in Calendly. Low show rate = misaligned expectation in ad copy. |
Optimisation Cadence
DAILY (FIRST 2 WEEKS)
Check delivery and frequency. Pause any ad with frequency > 3 within 7 days. Flag any ad set with zero bookings and CPM above $25.
WEEKLY
Review CTR by variant. Pause underperforming creatives (CTR < 0.5% after 1,000 impressions). Refresh CRM exclusion list upload.
FORTNIGHTLY
Review cost per booking by segment. Reallocate CBO budget away from underperforming ad sets. Assess audience window sizes.
MONTHLY
Full creative rotation. New variants for all ad sets running 4+ weeks. Check audience overlap between ad sets.
Creative Refresh Schedule
Retargeting creative fatigue typically sets in at 4–6 weeks. Have two variants ready at launch, a third in production for the week-4 refresh.
- Weeks 1–2: Launch Variants A and B per segment
- Week 3: If Variant A CTR dropped >30%, introduce Variant C
- Weeks 4–6: Rotate to Variant C. Begin new creative batch in production
- Week 6+: Full refresh. New copy angles, new visual treatment
Implementation Checklist
Complete in order before campaign launch.
PIXEL & EVENTS
- Meta Pixel installed on all pages of luxlivingcollective.com.au
- ViewContent (quiz_start) event firing on quiz page load for each segment URL
- Lead event firing on quiz lead capture form submission
- Schedule or ConsultationBooked event firing on Calendly confirmation page
- All events verified in Meta Events Manager using Test Events tool
AUDIENCES
- Five Custom Audiences built per definitions in Section 02
- Global exclusion audiences built: quiz completers, consultation bookers, existing clients
- CRM list uploaded as Customer List Custom Audience
- All audience sizes confirmed above 300 before launch
CAMPAIGN SETUP
- One campaign created with correct objective (Leads or Conversions)
- CBO enabled at campaign level with per-ad-set minimums set
- Five ad sets created, one per audience segment, with correct audience and exclusions
- Frequency monitoring column added to Ads Manager reporting view
- Automated rules set to flag frequency breaches
CREATIVE
- Minimum Variants A and B produced per ad set (10 ads minimum at launch)
- All ad copy reviewed against Meta Housing Ads policy (special ad category)
- Landing pages confirmed live and Calendly booking functional end-to-end
- UTM parameters added to all destination URLs (?utm_source=meta&utm_medium=retargeting&utm_campaign=[segment])
- Compliance note added to FHB grant-related ads
POST-LAUNCH
- Daily monitoring scheduled for first 14 days
- Automated rules configured in Meta for frequency pause triggers
- Calendly show rate tracking confirmed (Calendly analytics or CRM)
- Week-4 creative refresh assets in production from day one