Clarity Diamonds — Launch Plan: First 30 Days

Date: 2026-03-09 Budget: $1, 000/ m o n t h ($ 33/day) Platform: Meta Ads (Facebook + Instagram) Goal: 10-20 concierge bookings, 100-200 email signups, pixel data for Month 2

How to Use This Document

Day-by-day checklist. Work through it in order. Tick each box when done. Ad copy and creative briefs are included inline — no need to reference other documents.

Three phases:

Days 1-5: Pre-launch setup (technical, pages, creative)
Days 6-15: Launch & monitor (go live, don’t touch, Day 10 decisions)
Days 16-30: First optimisation (iterate winners, kill losers, plan Month 2)

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

Day 1: Technical Foundation

Meta Pixel Installation

Create a Meta Pixel in Events Manager (Business Settings → Data Sources → Pixels)
Install the base pixel code on every page of claritydiamonds.au (in the <head> tag)
Verify pixel is firing using Meta Pixel Helper Chrome extension
Set up these Standard Events:

Event	Trigger	Code
`PageView`	Every page load	Automatic with base pixel
`ViewContent`	Views a diamond detail page or house collection design	`fbq('track', 'ViewContent', {content_name: 'The Classic', content_category: 'House Collection'});`
`Lead`	Submits the concierge booking form	`fbq('track', 'Lead', {content_name: 'Concierge Booking'});`
`Contact`	Submits the contact form	`fbq('track', 'Contact');`

Test each event fires correctly using Events Manager → Test Events

Conversions API (CAPI) — Server-Side Events

Set up CAPI to send the same events server-side for better data quality. Don’t let this block launch — pixel-only is fine for Month 1. See Meta CAPI Setup Guide for full implementation details.

CAPI Events:

Event	Trigger	Parameters	Priority
`ViewContent`	Views a diamond detail page or house collection design	`content_name`, `content_category`	High
`Lead`	Submits concierge booking form	`content_name: 'Concierge Booking'`	Critical — primary conversion event
`Contact`	Submits contact form	—	High
`CompleteRegistration`	Email signup via diamond guide or style quiz	`content_name: 'Diamond Guide'` or `'Style Quiz'`	High

Customer Information Parameters (pass where available):

Parameter	Source	Impact on EMQ
`em` (email)	Form submissions, email subscribers	High
`ph` (phone)	Concierge booking form	High
`fn` (first name)	Concierge booking form	Medium
`ln` (last name)	Concierge booking form	Medium
`ct` (city)	If captured	Low
`st` (state)	If captured	Low
`country`	Default to `AU`	Low
`external_id`	Your CRM/subscriber ID	Medium
`fbp`	`_fbp` cookie (Meta Pixel cookie)	High — links server event to browser session
`fbc`	`_fbc` cookie (click ID from ad)	High — links conversion to specific ad click

All personal data must be SHA-256 hashed before sending. Always pass fbp and fbc cookies to link server events to browser sessions.

CAPI set up for Lead event (highest priority)
CAPI set up for ViewContent, Contact, CompleteRegistration
Deduplication verified (event_id matches between pixel and CAPI)
EMQ score checked in Events Manager (target: 6+)

Attribution & Settings

Set attribution window to 7-day click, 1-day view (Meta’s recommended default)

UTM Parameter Templates

Use these on every link in ads and emails:

?utm_source=meta&utm_medium=paid&utm_campaign=[CAMPAIGN_NAME]&utm_content=[AD_NAME]&utm_term=[AUDIENCE]

Examples:

Campaign 1 (Awareness — video views, no link):
No UTMs needed — Campaign 1 has no landing page.

Campaign 2 (Education — diamond guide):
?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad2a_4cs_static&utm_term=diamond_research

Campaign 2 (Education — style quiz):
?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad5a_style_quiz&utm_term=diamond_research

Collection ads:
?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel&utm_term=warm_retarget

Retarget ads:
?utm_source=meta&utm_medium=paid&utm_campaign=retarget_concierge&utm_content=ad4a_soft_sell&utm_term=hot_retarget

Email links:
?utm_source=plunk&utm_medium=email&utm_campaign=welcome_sequence&utm_content=email_01_welcome

Set up GA4 (if not already) and verify UTM parameters appear in Acquisition reports

Day 2: Landing Pages & Site Fixes

Only 3 pages receive ad traffic. Don’t send ads to 40 pages — focus.

Routing logic: Cold traffic (Campaigns 1+2) goes to lead magnet pages that capture emails. Warm/hot retarget traffic (Campaigns 3+4) goes to /concierge where they’re ready to book.

Landing Page 1: `/lp/style-quiz` (Campaign 1 + Campaign 2 quiz ad)

Page is live and loads correctly
Quiz has 5 questions with visual options
Email capture gate before showing results
Form submission fires Lead pixel event
Results page shows matched ring style + “Book a free consult” CTA
Mobile-friendly (test on phone)
Page loads in < 3 seconds

Landing Page 2: `/lp/diamond-guide` (Campaign 2 education ads)

Page is live with Diamond Buying Guide download offer
Email capture form works and delivers the PDF
Form submission fires Lead pixel event
Content is updated to new positioning (no margin/invoice/returns references)
Mobile-friendly (test on phone)
Page loads in < 3 seconds

Landing Page 3: `/concierge` (Campaigns 3+4 — retarget only)

Page is live and loads correctly
Headline: “Your diamond. Our expertise. No obligation.”
Explains the service: free, no-commission, no pressure
How it works: tell us what you want → we shortlist → you choose → we design
Booking form works and captures: Name, Email, Phone, Budget range (optional), What are you looking for? (free text), Preferred contact method
Form submission fires Lead pixel event
Amanda’s intro/photo is on the page
Mobile-friendly (test on phone)
Page loads in < 3 seconds

Homepage — House Collection Section (organic + Campaign 3 carousel links)

House collection section is live with 5 designs
Each design shows: image, name, specs, “From $[launch price]”, “Customise yours →” link to /concierge
The Emerald is displayed first (price anchor — $9, 300 or i g ina l /$ 5,580 launch)
Launch pricing note visible: “Launch pricing — 40% off all designs”

Site Fixes (Critical — before any ads run)

Day 3: Custom Audiences & Campaign Setup

Create Custom Audiences in Meta Ads Manager

Go to Audiences → Create Audience → Custom Audience:

Audience Name	Source	Definition	Use In
`CD_Web_AllVisitors_30d`	Website	All website visitors, last 30 days	Campaign 3
`CD_Web_HotPages_14d`	Website	Visited /concierge, /search, or any diamond page, last 14 days	Campaign 4
`CD_Web_AllVisitors_60d`	Website	All website visitors, last 60 days	Exclusion + lookalike seed
`CD_Video_50pct`	Video	People who watched 50%+ of any video ad	Campaign 3 (curious — stopped scrolling)
`CD_Video_95pct`	Video	People who watched 95%+ of any video ad	Campaign 4 (high intent — watched almost all)
`CD_Email_Subscribers`	Customer list	Upload Plunk email list	Campaign 3 + Exclusion
`CD_Leads_Converted`	Website	Triggered `Lead` event	Exclusion (don’t retarget converted leads)
`CD_Bounce_10s`	Website	Visited site, time on site < 10 seconds	Exclusion

All 8 audiences created
Upload email list from Plunk (even if small — it seeds the algorithm)

Create Lookalike Audiences

Lookalike	Source	Size
`CD_LAL_1pct_WebVisitors`	`CD_Web_AllVisitors_60d`	1% (Australia)
`CD_LAL_1pct_EmailSubs`	`CD_Email_Subscribers`	1% (Australia)

Lookalikes created (will be small initially — that’s fine)

Note: Custom audiences from pixel data will be tiny at first. That’s expected. Campaigns 1 and 2 use interest-based targeting to fill the funnel. Campaigns 3 and 4 use retargeting audiences that grow over time.

Day 4: Creative Production

You need 7 ads total to launch. Two for Campaign 1 (video views — no landing page). Three for Campaign 2 (two guide ads + one quiz ad, cold traffic lead capture). One each for Campaigns 3 and 4 (retargeting).

Campaign 1: Awareness — “Meet Clarity” (2 ads)

Ad 1A — Signature Concept Video (hero)

Format: Video, 15 seconds (this length is intentional — see note below)
Objective: Video Views (ThruPlay) — no landing page link
Visual: Slow rotation of The Classic ring on clean white background with soft natural window light. The ring catches light at different angles, creating sparkle.
Structure:
- 0-3s: Hook — ring catches light, stops the scroll
- 3-8s: “Love the ring.” — white text overlay, centred
- 8-12s: “Know the diamond.” — fades in below
- 12-15s: Clarity Diamonds logo + “IGI certified lab-grown diamonds”
Primary text:

Buying a diamond online feels like a gamble. You can’t touch it, you can’t compare it side-by-side, and every website says they’re the best.

That’s why every Clarity diamond comes with an IGI certificate, a 3D CAD preview of your ring, and a real person who walks you through it all.

Headline: “Love the Ring. Know the Diamond.”
Description: “IGI Certified. Custom Designed.”
CTA button: None (video views objective — no link)

Why 15 seconds and no link? Campaign 1’s job is to build retarget audiences cheaply, not to convert. At $10/ d a y, v i d eo v i e w scos t$ 0.01-0.03 per ThruPlay — giving us 300-1,000 viewers/day vs 20-30 website clicks. The 15-second length means a 50% view = 7.5s (genuine interest) and a 95% view = 14s (high intent). These tiered audiences feed Campaigns 3 and 4. Campaign 2 handles email capture.

Ad 1B — Before & After CAD

Format: Video, 15 seconds — no landing page link
Objective: Video Views (ThruPlay)
Visual: Split-screen animation. Left = wireframe 3D CAD render building up. Right = finished ring photo revealing at the same pace. Both show the same ring (oval pave) at the same angle.
Structure:
- 0-3s: CAD wireframe appears, technical/blueprint aesthetic
- 3-8s: “Design it.” — wireframe rotating
- 8-12s: “Preview it.” — transition to finished ring photo
- 12-15s: “Wear it.” + Clarity Diamonds logo
Primary text:

Before: Walking into a jeweller and hoping the salesperson isn’t just pushing their highest-margin stone.

After: Choosing your diamond from a shortlist matched to your budget, with a specialist who doesn’t earn commission.

Headline: “Design Your Ring With a Real Expert”
Description: “Free consult. No obligation.”
CTA button: None (video views objective — no link)

Campaign 2: Education — “Know What You’re Buying” (3 ads)

Two ads drive to the Diamond Buying Guide (email capture). One ad drives to the Style Quiz (email capture). Meta’s CBO will naturally shift budget to whichever lead magnet converts better — a built-in A/B test of guide vs quiz.

Ad 2A — 4Cs Guide (Static)

Format: Static image
Visual: Close-up of a diamond on dark background (ad_2a_4cs_guide.png)
Primary text:

Most people spend weeks researching diamonds and still feel unsure. The 4Cs are confusing, the prices don’t make sense, and nobody explains the trade-offs.

We wrote a free guide that breaks it all down in plain English — what actually matters when you’re spending real money.

Read the guide →

Headline: “What Your Jeweller Won’t Tell You”
Description: “Free diamond buying guide”
CTA button: “Learn More”
Link: https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad2a_4cs_static&utm_term=diamond_research

Ad 2B — IGI Certificate Explainer (Static)

Format: Static image
Visual: IGI certificate flat-lay (ad_2b_igi_cert.png)
Primary text:

Every Clarity diamond comes with an IGI certificate — an independent lab report that tells you exactly what you’re getting.

But most people don’t know how to read one. We’ll show you what matters, what to ignore, and how to compare diamonds like a pro.

Read the guide →

Headline: “How to Read a Diamond Certificate”
Description: “IGI certified. Always.”
CTA button: “Learn More”
Link: https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad2b_igi_cert&utm_term=diamond_research

Ad 5A — Style Quiz (Static)

Format: Static image
Visual: 4-ring composite with quiz text (ad_5a_style_quiz.png)
Primary text:

Not sure what ring style suits you? You’re not alone — most people have no idea where to start.

Take our free 60-second style quiz and get a personalised recommendation based on your taste, lifestyle, and budget.

No email required. Just honest guidance.

Find your style →

Headline: “Find Your Ring Style in 60 Seconds”
Description: “Free quiz. Personalised results.”
CTA button: “Learn More”
Link: https://claritydiamonds.au/lp/style-quiz?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad5a_style_quiz&utm_term=diamond_research

Campaign 3: Collection — “The Launch Collection” (1 ad)

Ad 3A — House Collection Carousel

Format: Carousel (5 cards)
Cards (Emerald first — price anchoring):
1. house_the_emerald.png — “The Emerald — 3ct Emerald Solitaire, 18k White Gold — From $5,580”
2. house_the_statement.png — “The Statement — 1.5ct Oval, 18k Yellow Gold — From $3,360”
3. house_the_forever.png — “The Forever — 1ct Cushion Three-Stone, Platinum — From $3,360”
4. house_the_one.png — “The One — 1ct Oval Pave, 18k White Gold — From $2,760”
5. house_the_classic.png — “The Classic — 1ct Round Solitaire, 18k White Gold — From $2,460”
Each card links to: /concierge + UTMs
Primary text:

Five signature designs. IGI-certified lab-grown diamonds. Custom-made to your size, metal, and style.

Launch pricing available now — every design can be customised. Book a free consult to discuss.

Headline (each card): Design name + “Customise Yours”
CTA button: “Shop Now”

Campaign 4: Retarget — “Still Thinking?” (1 ad)

Ad 4A — Concierge Soft Sell

Format: Static image
Visual: Warm lifestyle shot or ring photo
Primary text:

Still deciding? That’s completely fine.

Book a free 20-minute call with our diamond specialist. We’ll shortlist IGI-certified diamonds for your budget and walk you through the options.

No commission. No pressure. No obligation.

Headline: “Your Free Diamond Consult”
Description: “20 minutes. Zero pressure.”
CTA button: “Book Now”
Link: https://claritydiamonds.au/concierge + UTMs

Creative checklist:

Ad 1A — 15-second signature ring rotation video produced (no link needed)
Ad 1B — 15-second CAD before/after video produced (no link needed)
Ad 2A — 4Cs static image ready (ad_2a_4cs_guide.png)
Ad 2B — IGI certificate static image ready (ad_2b_igi_cert.png)
Ad 5A — Style quiz static image ready (ad_5a_style_quiz.png)
Ad 3A — House collection carousel (5 images) ready (ad_3a_card1-5_*.png)
Ad 4A — Lifestyle/ring static image ready (ad_4a_concierge.png)
All ad copy written and proofread (use text above)
All UTM links tested and working (Campaigns 2-4 only — Campaign 1 has no links)

Day 5: Build Campaigns in Ads Manager

Campaign 1: Awareness — “Meet Clarity” (Video Views — no landing page)

Campaign name:  META_VideoViews_MeetClarity_Mar26
Objective:      Video Views
Budget:         $10/day (campaign budget optimisation ON)

Ad Set:

Ad set name:    INT_EngagedCouples_AllPlacement_25-40_All
Audience:
  - Location: Australia
  - Age: 25-40
  - Interests: Engagement rings, Wedding planning, Wedding rings
  - Relationship status: Engaged (if available)
  - Exclude: CD_Leads_Converted
Placements:     Advantage+ placements (let Meta optimise)
Optimisation:   ThruPlay (15-second video)

Ads: Ad 1A + Ad 1B (both 15-second videos, no link, no CTA button)

Purpose: This campaign builds retarget audiences, not leads. At $0.01 - 0.03 p er T h r u Pl a y,$ 10/day generates 300-1,000 video viewers daily. The tiered audiences (CD_Video_50pct and CD_Video_95pct) feed Campaigns 3 and 4. Campaign 2 handles email capture.

Campaign 2: Education — “Know What You’re Buying” (Lead Capture)

Campaign name:  META_Leads_Education_Mar26
Objective:      Traffic (optimise for landing page views)
Budget:         $10/day (campaign budget optimisation ON)

Ad Set:

Ad set name:    INT_DiamondResearch_AllPlacement_25-45_All
Audience:
  - Location: Australia
  - Age: 25-45
  - Interests: Diamond rings, Lab grown diamonds, Engagement ring shopping, Wedding jewellery
  - Exclude: CD_Leads_Converted, CD_Bounce_10s
Placements:     Advantage+ placements
Optimisation:   Landing page views

Ads: Ad 2A + Ad 2B + Ad 5A (all in same ad set)

Ad 2A → /lp/diamond-guide (4Cs guide angle)
Ad 2B → /lp/diamond-guide (IGI certificate angle)
Ad 5A → /lp/style-quiz (quiz angle)

Built-in A/B test: CBO will shift spend to whichever ad/landing page converts best. You’ll learn whether the guide or the quiz is the stronger lead magnet without extra budget.

Campaign 3: Collection — “The Launch Collection” (Warm Retarget)

Campaign name:  META_Traffic_Collection_Mar26
Objective:      Traffic (optimise for landing page views)
Budget:         $8/day (campaign budget optimisation ON)

Ad Set:

Ad set name:    RET_WarmVisitors_AllPlacement_All
Audience:
  - Custom audience: CD_Web_AllVisitors_30d OR CD_Video_50pct OR CD_Email_Subscribers
  - Exclude: CD_Leads_Converted, CD_Bounce_10s
Placements:     Advantage+ placements
Optimisation:   Landing page views

Ads: Ad 3A (carousel) → each card links to /concierge

Note: This campaign targets the “curious” tier — people who watched 50%+ of your video (7.5s+ of genuine attention) plus website visitors and email subscribers. Audience will be small at first but grows quickly as Campaign 1 generates 300-1,000 video viewers/day.

Campaign 4: Retarget — “Still Thinking?” (Hot Retarget)

Campaign name:  META_Conversions_Retarget_Mar26
Objective:      Conversions (optimise for Lead event)
Budget:         $5/day (campaign budget optimisation ON)

Ad Set:

Ad set name:    RET_HotPages_AllPlacement_All
Audience:
  - Custom audience: CD_Web_HotPages_14d OR CD_Video_95pct
  - Exclude: CD_Leads_Converted
Placements:     Advantage+ placements
Optimisation:   Conversions (Lead event)
Frequency cap:  Max 1x per day

Ads: Ad 4A (static) → /concierge

Note: This targets the highest-intent people — those who visited /concierge, /search, or diamond pages, PLUS anyone who watched 95%+ of your 15-second video (14+ seconds of deliberate attention). Campaign 1’s video views feed this audience faster than website traffic alone. Becomes meaningful around Day 7-10.

Day 5 checklist:

Campaign 1 built and set to scheduled (don’t publish yet)
Campaign 2 built and set to scheduled
Campaign 3 built and set to scheduled
Campaign 4 built and set to scheduled
All tracking verified — pixel events firing, UTMs correct
Ad preview checked on mobile and desktop
Budget confirmed: $10 +$ 10 + $8 +$ 5 = $33/ d a y =$ 1,000/month
Billing method confirmed in Business Manager

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

Day 6: Go Live

Publish all 4 campaigns simultaneously
Check Ads Manager 2 hours after launch: are impressions flowing? Any “Not Delivering” errors?
Check Events Manager: are pixel events firing from ad traffic?
Check landing pages: are UTM parameters passing through correctly?

Days 6-10: The Learning Phase — DO NOT TOUCH

Meta’s algorithm needs ~50 optimisation events per ad set per week to exit the learning phase. Every edit resets the learning clock.

What NOT to do:

Don’t pause or edit any ad set
Don’t change budgets
Don’t add or remove ads
Don’t narrow audiences
Don’t panic if CPA is high on Day 2-3 (it normalises)

What TO do (daily, 5 minutes):

Check	Where	What You’re Looking For
Ads delivering?	Ads Manager → Delivery column	All should show “Active” or “Learning”
Spend on track?	Ads Manager → Amount spent	Roughly $33/day total
Any errors?	Ads Manager → Delivery column	”Not delivering,” “Rejected,” “Learning limited”
Pixel events?	Events Manager → Overview	ViewContent, Lead events appearing
Landing pages working?	Visit each URL from an ad	Pages load, forms work, mobile OK

Daily log (copy for each day):

Day [X] — [Date]
- Total spend: $___
- Impressions: ___
- Link clicks: ___
- CTR: ___%
- Leads (bookings): ___
- CPA: $___
- Notes: ___

Day 10: Decision Day

After ~ $165 s p e n d p erco l d c am p ai g n ($ 330 total for Campaigns 1+2), you have enough data for initial calls.

Classify Each Ad

Classification	Criteria	Action
Winner	CTR > 1.5% AND (CPA < $25 or strong engagement)	Keep running. Scale in Phase 3.
Promising	CTR 0.8-1.5% AND CPA within 2x target	Continue 5 more days.
Loser	CTR < 0.8% after 1,000+ impressions OR CPA > $50 a f t er$ 75 spend	Kill. Reallocate budget.

Campaign-by-campaign evaluation:

Campaign 1 (Video Views):

Primary metric: ThruPlay rate and cost per ThruPlay
Good: > 20% watched 95% of video, cost per ThruPlay < $0.03, CD_Video_50pct audience growing 200+/day
OK: 10-20% watched 95%, cost per ThruPlay $0.03-0.05
Bad: < 10% watched 95%, cost per ThruPlay > $0.05
If bad: Hook (first 3 seconds) isn’t working. New creative needed — the opening shot must stop the scroll.
Secondary check: Are CD_Video_50pct and CD_Video_95pct audiences large enough to make Campaigns 3+4 viable? Target: 1,000+ in 50pct pool by Day 10.

Campaign 2 (Education / Lead Capture):

Primary metric: Email signups (Lead events) from /lp/diamond-guide and /lp/style-quiz
Good: CTR > 1%, cost per lead < $10, signups happening on both pages
OK: CTR 0.5-1%, cost per lead $10-15
Bad: CTR < 0.5%, no signups, high bounce rate
If bad: Ad promise doesn’t match landing page, or the page needs work.
Secondary check: Which lead magnet is winning — guide or quiz? CBO should be shifting spend to the winner by Day 10.

Campaign 3 (Collection):

Primary metric: Link clicks to /concierge from retarget audience
Good: Any engagement (audiences are small early on)
Bad: Zero clicks after 5 days
If bad: Don’t panic — audience still building. Check at Day 15.

Campaign 4 (Retarget):

Primary metric: Lead events (concierge bookings)
Good: Any bookings
Bad: Zero bookings
If bad: Audience too small. Normal for Week 1-2. Patience.

Day 10 actions:

Review all 4 campaigns using criteria above
Kill any “Loser” ads (pause, don’t delete)
Reallocate budget from losers to winners
For “Promising” ads: re-evaluate at Day 15
Document decisions and reasoning

Days 11-15: Continued Monitoring

Continue daily 5-minute checks. Additionally:

Day 12: Check email sequence in Plunk
- Are new subscribers from ads entering the welcome sequence?
- Open rate on Email 01 (target: > 40%)
- Any unsubscribes from first 2 emails (target: < 1%)
Day 14: Check retargeting audience sizes
- CD_Web_AllVisitors_30d — how many people?
- CD_Web_HotPages_14d — how many people?
- CD_Video_50pct — how many people? (target: 2,000+ by Day 14)
- CD_Video_95pct — how many people? (target: 500+ by Day 14)
Day 15: Mid-month review
- Total spend to date: ~$500
- Total leads (bookings): ___
- Total email signups: ___
- CPA so far: $___
- Best-performing ad: ___
- Worst-performing ad: ___
- Decision: Continue as-is / Adjust creative / Adjust budget split

Phase 3: First Optimisation (Days 16-30)

Day 16-20: Creative Iteration

Based on Day 10 and Day 15 data, create 1-2 new ads based on what’s working.

If Campaign 1 (Awareness) is winning:

New video variation: same hook, different visual (different ring, different display style)
Test the runner-up headline: “Design your engagement ring — and actually understand what you’re buying.”

If Campaign 2 (Education) is winning:

New static ad with different angle:
- “3 things that matter more than carat weight”
- “The $2,000 mistake most engagement ring buyers make”
Test a video version of the 4Cs content (15-second quick tips)

If neither is winning:

Diagnose: Is the problem the ad (low CTR) or the landing page (high CTR but no conversions)?
Low CTR → new creative, new hook, new angle
High CTR, no conversions → fix the landing page (simplify form, add trust signals near CTA)

New creative checklist:

1-2 new ad variations created based on winner insights
Added to winning campaign as new ads (don’t create new ad sets)
Old losers paused (not deleted)

Day 20-25: Audience Expansion

If results are good (CPA < $30):

Create a 2% Lookalike from best custom audience
Test broadening interest targeting on Campaign 2
Increase Campaign 3 and 4 budgets by 20% if retargeting audiences have grown

If results are mixed:

Don’t expand. Focus on creative iteration.
Test sending education ads to a dedicated buyer’s guide page instead of /education

If results are poor (CPA > $50):

Cut total budget to $500/ m o n t h ($ 16/day)
Consolidate to 2 campaigns (kill the weakest 2)
Diagnose: targeting, creative, or landing page?

Day 25: Email Sequence Review

Check Plunk analytics:

Email	Target Open Rate	Target Click Rate	Action If Below
01 Welcome	> 45%	> 5%	Subject line not compelling. Test alternative.
02 4Cs	> 35%	> 3%	Content too long or not relevant. Shorten.
03 How We’re Different	> 30%	> 3%	Try different subject line.
04 Social Proof	> 30%	> 3%	Stories may not feel authentic. Add detail.
05 Concierge	> 30%	> 4%	First real “ask” — value not built enough in emails 1-4.
06 Objections	> 25%	> 2%	Normal drop-off. Only worry if dramatically low.
07 Conversion	> 25%	> 3%	Check which path (consult vs browse) gets more clicks.

Review all 7 email metrics
Identify emails with open rate below 25% — test new subject lines
Key question: are email subscribers booking concierge calls? (north star metric)
How many subscribers completed the full sequence?

Day 28-30: Month 1 Scorecard

Fill this in at month end.

Metric	Target	Actual
Total ad spend	~$1,000	$____
Concierge bookings (total)	10-20	____
Bookings from ads (UTM)	5-10	____
Bookings from email sequence	3-5	____
Bookings from organic	—	____
New email subscribers (total)	100-200	____
Email subscribers from ads	50-100	____
Cost per lead (email signup)	< $10	$____
Cost per consult booking	< $50	$____
Site traffic (total visits)	1,000-2,000	____
Ad CTR (average)	> 1%	____%
Email open rate (sequence avg)	> 35%	____%
Email click rate (sequence avg)	> 3%	____%
Best-performing ad	—	____
Best-performing audience	—	____

Month 2 Decision Framework

Result	Action
CPA < $30 and 15+ bookings	Scale to $1,500/month. Increase winner budgets by 20%. Add 1-2 new creatives. Expand to 2% lookalikes.
CPA $30-50 and 8-15 bookings	Hold at $1,000. Focus on creative iteration and landing page improvements.
CPA > $50 or < 8 bookings	Cut to $500. Diagnose: is it the ads (low CTR), the landing page (high CTR, no conversions), or the offer?
Email list growing but bookings low	Nurture sequence works but /concierge page isn’t converting. Fix the page: simplify form, add trust signals, add Amanda’s photo.
Bookings high but from organic, not ads	Ads aren’t contributing. Reallocate to content/SEO or test completely different creative.
Retarget campaigns outperforming cold	Pixel data is mature. Shift budget: 40% cold, 40% retarget, 20% education.

Quick Reference: Kill Rules

Signal	Applies To	Threshold	Action
Cost per ThruPlay	Campaign 1	> $0.05	Creative isn’t engaging — new hook needed
95% video view rate	Campaign 1	< 10% after 5,000 impressions	First 3 seconds aren’t stopping the scroll
Video audience growth	Campaign 1	< 100/day in `CD_Video_50pct`	Budget not delivering — check audience size or placements
CPA (email signup)	Campaign 2	> $15 a f t er$ 75 spend	Test new creative or swap lead magnet emphasis
CTR (link clicks)	Campaign 2	< 0.8% after 1,000 impressions	New creative needed
Landing page conversion	Campaign 2	< 5% of ad clicks convert on guide/quiz	Fix the page, not the ad
CPA (consult booking)	Campaigns 3+4	> $25 a f t er$ 75 spend on that ad set	Kill the ad set
Frequency	All	> 3.0 on any ad set	Refresh creative or expand audience

Quick Reference: Budget Math

$1,000/month ÷ 30 days = $33.33/day

Campaign 1 (Video Views):   $10/day  →  $300/month  (30%) — builds retarget audiences
Campaign 2 (Lead Capture):  $10/day  →  $300/month  (30%) — guide + quiz email capture
Campaign 3 (Collection):    $8/day   →  $240/month  (25%) — warm retarget → /concierge
Campaign 4 (Retarget):      $5/day   →  $150/month  (15%) — hot retarget → /concierge

Total:                       $33/day  →  $990/month

Within each campaign: 70% to proven creative, 30% to test variations (once you have variations after Day 16).

Quick Reference: Pricing Disclaimers

If any ad or landing page mentions pricing:

For “From $[price]” on house collection:

Prices reflect current market conditions and may change. All diamonds IGI certified.

For any value language (use sparingly):

Lab-grown diamonds are typically priced lower than mined diamonds of equivalent grade. Prices based on current wholesale market conditions.

General landing page footer:

Clarity Diamonds Pty Ltd. ABN [number]. Prices in AUD. All diamonds independently certified by the International Gemological Institute (IGI). See /terms for full details.

Appendix: Email Sequence Connection

The 7-email welcome sequence triggers when someone:

Signs up via the Diamond Buying Guide at /lp/diamond-guide (from Campaign 2 — Ad 2A, Ad 2B)
Submits email on the Style Quiz at /lp/style-quiz (from Campaign 2 — Ad 5A)
Submits the concierge booking form at /concierge (from Campaigns 3+4 or organic)
Signs up via any other email capture point

Plunk setup:

Welcome sequence automation active, triggered by new subscriber
UTM parameters from ads captured with subscriber record (for attribution)
Subscribers who book a consult are tagged (measure email → booking conversion)
Concierge form submissions go to both Amanda AND Plunk

Sequence timing:

Email	Day	Subject
01 Welcome	0	Welcome to Clarity — here’s what happens next
02 4Cs	2	The only 4Cs advice you actually need
03 How We’re Different	5	This is why we don’t have a shopfront
04 Social Proof	8	How Sarah designed her dream ring from her couch
05 Concierge	11	You don’t have to figure this out alone
06 Objections	14	Nervous about buying a ring online?
07 Conversion	18	Ready when you are (no pressure)

Key Principles

4 campaigns, 3 landing pages. Campaign 1 builds video audiences (no landing page). Campaign 2 captures leads on /lp/diamond-guide and /lp/style-quiz. Campaigns 3+4 retarget to /concierge. That’s it for Month 1.
Campaign 1 builds the funnel, Campaign 2 fills it. Video views are cheap ($0.01-0.03 each) and create tiered retarget audiences fast. Campaign 2’s guide and quiz capture emails. The two cold campaigns have distinct jobs — don’t blur them.
Kill rules are non-negotiable. CPA > $25 a f t er$ 75 spend = kill. At $33/day you can’t fund losers.
Don’t touch anything for 5 days after launch. The learning phase is sacred.
Test one variable at a time. New audience with proven creative, OR proven audience with new creative. Never both.
Winners get all the budget. No room for “maybe” performers at $1K/month.
The email sequence is half the funnel. Ads get leads in. The 7 emails do the selling. If leads aren’t converting, fix emails before blaming ads.
Retargeting pools fill faster with video views. Campaigns 3 and 4 should have viable audiences by Day 7-10 (vs Day 14-20 with traffic campaigns alone).
Document everything. Log daily metrics and decisions. Month 2 depends on Month 1 data.
No claims we can’t back up. No return policy promises, no specific savings figures, no margin percentages, no delivery partner names.

This plan covers Month 1 only. Month 2 strategy is determined by the scorecard results.

AbSim

Explorer

Launch Plan — First 30 Days

Clarity Diamonds — Launch Plan: First 30 Days

How to Use This Document

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

Day 1: Technical Foundation

Meta Pixel Installation

Conversions API (CAPI) — Server-Side Events

Attribution & Settings

UTM Parameter Templates

Day 2: Landing Pages & Site Fixes

Landing Page 1: /lp/style-quiz (Campaign 1 + Campaign 2 quiz ad)

Landing Page 2: /lp/diamond-guide (Campaign 2 education ads)

Landing Page 3: /concierge (Campaigns 3+4 — retarget only)

Homepage — House Collection Section (organic + Campaign 3 carousel links)

Site Fixes (Critical — before any ads run)

Day 3: Custom Audiences & Campaign Setup

Create Custom Audiences in Meta Ads Manager

Create Lookalike Audiences

Day 4: Creative Production

Campaign 1: Awareness — “Meet Clarity” (2 ads)

Campaign 2: Education — “Know What You’re Buying” (3 ads)

Campaign 3: Collection — “The Launch Collection” (1 ad)

Campaign 4: Retarget — “Still Thinking?” (1 ad)

Day 5: Build Campaigns in Ads Manager

Campaign 1: Awareness — “Meet Clarity” (Video Views — no landing page)

Campaign 2: Education — “Know What You’re Buying” (Lead Capture)

Campaign 3: Collection — “The Launch Collection” (Warm Retarget)

Campaign 4: Retarget — “Still Thinking?” (Hot Retarget)

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

Day 6: Go Live

Days 6-10: The Learning Phase — DO NOT TOUCH

Day 10: Decision Day

Classify Each Ad

Days 11-15: Continued Monitoring

Phase 3: First Optimisation (Days 16-30)

Day 16-20: Creative Iteration

If Campaign 1 (Awareness) is winning:

If Campaign 2 (Education) is winning:

If neither is winning:

Day 20-25: Audience Expansion

If results are good (CPA < $30):

If results are mixed:

If results are poor (CPA > $50):

Day 25: Email Sequence Review

Day 28-30: Month 1 Scorecard

Month 2 Decision Framework

Quick Reference: Kill Rules

Quick Reference: Budget Math

Quick Reference: Pricing Disclaimers

Appendix: Email Sequence Connection

Key Principles

Graph View

Table of Contents

Landing Page 1: `/lp/style-quiz` (Campaign 1 + Campaign 2 quiz ad)

Landing Page 2: `/lp/diamond-guide` (Campaign 2 education ads)

Landing Page 3: `/concierge` (Campaigns 3+4 — retarget only)