Exact Meta campaign structure, ad sets, audiences, budgets, ad copy, retargeting setup, and daily management rules. Written for a beginner — follow the steps exactly.
Before Starting This Document
Do not start this document until all items from Document 2 are complete: Facebook Page, Instagram, Meta business portfolio, ad account, payment method, WhatsApp Business active, WhatsApp connected to Meta and to the Page, basic reservation logic ready, and launch creatives ready.
Campaign 1
Cold WhatsApp Campaign
Starts on Day 1
Campaign 2
Retargeting WhatsApp Campaign
Starts on Day 5 — not Day 1
Barkat will NOT launch with:
Cold calls campaign, lead form campaign, traffic campaign, website campaign, nationwide campaign, or Karachi launch campaign. This is deliberate.
Use This Exact Objective
Leads
Destination: Messaging apps → WhatsApp
Do NOT use at launch:
Traffic, Awareness, Sales with website destination, Instant forms, Call-only objective paths, or Messenger as the main destination.
| Phase | Total/Day | Multan | Lhr+Isb/Rwp | Retargeting |
|---|---|---|---|---|
| Days 1–4 | Rs 1,500 | Rs 500 | Rs 1,000 | — |
| Days 5–14 | Rs 1,800 | Rs 400 | Rs 900 | Rs 500 |
| Day 15+ | Rs 2,000 | Rs 450 | Rs 950 | Rs 600 |
| Final 10 Days | Rs 2,500 | Rs 500 | Rs 1,100 | Rs 900 |
Do not increase any winning ad set by more than 15–20% at one time. Do not double budgets suddenly.
Ad Set 1 — Multan
Ad Set 2 — Lahore + Islamabad/Rawalpindi
Do NOT add at launch:
Karachi, all Pakistan, overseas locations, luxury-car interests, generic livestock hobby interests. Do not split by gender. Do not split Lahore and Islamabad into separate ad sets — it would spread budget too thin.
Use This Exact Setting
Advantage+ Placements
Do not manually restrict placements at launch.
Ad 1
Trust Video
Ad 2
Offer Video
Ad 3
Animal Carousel or Static Offer Card
Each cold ad set contains exactly 3 ads. All must be ready before launch. All must have WhatsApp as CTA destination. Do not launch until these assets are ready.
| Item | Exact Name |
|---|---|
| Cold campaign | BCF | WhatsApp | Cold |
| Retargeting campaign | BCF | WhatsApp | Retargeting |
| Cold ad set 1 | Multan | 28-55 | Cold |
| Cold ad set 2 | Lahore+IsbRwp | 28-55 | Cold |
| Retargeting ad set | Warm | 14d | WA |
| Trust video ad | Trust Video v1 |
| Offer video ad | Offer Video v1 |
| Carousel or static | Animal Carousel v1 / Offer Card v1 |
| Retargeting ad | Warm Urgency v1 |
Part A — Campaign 1: Cold WhatsApp Campaign Setup
Part D — Exact Ad Creation (3 Ads Per Ad Set)
Format: Single video (upload trust video)
PRIMARY TEXT
"Direct farm cattle sale from Multan. Transparent weighted pricing. Free delivery across Pakistan. Hosting till Eid available. Message on WhatsApp for available animals and details."
HEADLINE
Get Details on WhatsApp
CTA
Send WhatsApp Message
PRE-FILLED WHATSAPP MESSAGE
Assalamualaikum. Mujhe Barkat Cattle Farm ke available animals, weight, rate aur delivery details chahiye.
Format: Single video (upload offer video)
PRIMARY TEXT
"Direct farm cattle sale. Transparent weighted pricing. Free delivery across Pakistan. Buy early and keep your animal hosted with us till Eid. Message on WhatsApp for available options."
HEADLINE
Reserve on WhatsApp
PRE-FILLED WHATSAPP MESSAGE
Assalamualaikum. Mujhe Barkat Cattle Farm ke available animals, weight, rate aur delivery details chahiye.
Format: Carousel (if assets ready) or static offer card image
PRIMARY TEXT
"Message on WhatsApp for available animals, weights, rates and delivery details. Direct farm sale from Multan with free delivery across Pakistan. Hosting till Eid is also available."
HEADLINE
Available Animals on WhatsApp
PRE-FILLED WHATSAPP MESSAGE
Assalamualaikum. Mujhe Barkat Cattle Farm ke available animals, weight, rate aur delivery details chahiye.
Part E — Campaign 2: Retargeting (Starts Day 5)
Video viewers: Custom audience from people who watched the Trust Video and Offer Video — use 50% video view threshold.
Facebook Page engagers: Custom audience of people who engaged with the Barkat Facebook Page.
Instagram engagers: Custom audience of people who engaged with the Barkat Instagram account.
Format: Best-performing cold asset (usually offer video)
PRIMARY TEXT
"Available animals are limited. Message on WhatsApp now for current availability, weighted pricing, delivery details and hosting till Eid."
HEADLINE
Check Availability on WhatsApp
PRE-FILLED WHATSAPP MESSAGE
Assalamualaikum. Maine Barkat Cattle Farm ka ad dekha hai. Please current available animals aur details share kar dein.
Part F — Exact Daily Operating Rules
DO:
DO NOT:
Allowed edits in first 4 days only:
Wrong budget, wrong city, wrong WhatsApp destination, wrong Page/Instagram identity, broken upload. Nothing else.
On Day 5: launch retargeting, review which ad got the best serious responses, review which city is stronger. Pause only clearly weak creative if necessary.
Daily review — only check:
Part G — Exact Optimization Rules
If one ad is clearly weak after 4 days
Pause that ad only.
If both cities are producing but one is stronger
Keep both live. Later shift a small amount of budget toward the stronger city.
If Multan is slower than Lahore+Isb/Rwp
Do not kill Multan immediately. Wait until the weakness is clearly real, not just slower.
If lead quality is weak
Check in order: creative quality → ad copy clarity → WhatsApp qualification quality. Do not panic-change targeting first.
Budget increase rule
Only increase a winning ad set by 15–20% at one time. Do not jump suddenly.
City expansion rule
Do not add Karachi before: phase 1 cities are producing, WhatsApp handling is stable, trust assets are strong, and enough stock remains.
Things Barkat Must NOT Do in Meta
Completion Checklist — Before Moving to Document 4
COLD CAMPAIGN
ADS & RETARGETING
Next Document
Document 4 — Creative & Content Production SOP
Exact shot list, video structure, image rules, overlay text, design rules, and minimum launch creative pack.
Open Document 4 →