Ads Campaign concept

From scroll to site visit.

A Facebook & Instagram campaign concept for Skyline Residences, a fictional apartment launch. Three creative directions, four audiences and one funnel — designed to turn attention into qualified site-visit enquiries.

  • Meta Ads
  • Creative strategy
  • Audience planning
  • Funnel & tracking

Concept Skyline Residences is fictional. Every number on this page is sample data for illustration, not a real campaign result.

01 Creative directions

Three hooks, tested side by side.

Each direction speaks to a different reason to buy. Tap one to see the audience it is built for.

*Illustrative copy for a fictional project.

02 Audiences

The right message for each buyer.

Prospecting audiences are kept separate from retargeting so budgets, creatives and learnings don’t blur together.

A
First-home buyers26–34 · salaried professionals within 15 km · interests: home loans, interiors
B
Value seekers & investors30–50 · engaged with property portals · lookalike of past enquirers
C
Families upgrading35–48 · parents · school & commute-focused · 3 BHK intent
R
Warm retargetingVideo viewers (50%+), site visitors and form openers from the last 30 days

03 Funnel

Awareness → consideration → conversion.

AwarenessReach the right people in the area
  • Reels & 15-sec walkthrough video
  • Objective: reach / ThruPlay
  • Broad + interest audiences A–C
ConsiderationGive them a reason to look closer
  • Floor-plan carousel, amenities, location map
  • Objective: landing-page views
  • Retarget video viewers
ConversionMake the enquiry effortless
  • Offer creative + instant form or landing page
  • Objective: leads, optimised on qualified leads
  • Retarget site visitors & form openers

04 Customer journey

Every step, tracked.

Meta Pixel and Conversions API events at each step tell the algorithm who actually becomes a lead — not just who clicks.

  1. ▶Sees the adReel in Instagram feedViewContent
  2. ↗Lands on the pageFast page, same promise as the adPageView
  3. ✎Sends an enquiry3 fields + preferred visit dayLead
  4. ✓Instant WhatsApp replyBrochure + visit slot confirmationContact
  5. ⌂Books a site visitSales team takes overSchedule

05 Reporting

A report a founder can read in a minute.

The weekly view we’d share, focused on cost per qualified lead rather than vanity metrics. Sample data

Skyline Residences · Week 3Sample data — not real results
Spend₹48,000
Leads212
Qualified leads96
Site visits booked21

Cost per qualified lead by creative

₹540A · Lifestyle
₹380B · Value
₹690C · Proof
₹260R · Retarget

→ Next week: shift 20% of budget from C to B and R, and test a new value hook.

→ Planning a launch?

Want something like this? Book a call
Next showcaseInstagram profile makeover →