Clarity Diamonds — Meta Ads Strategy
Date: 2026-03-09 Status: Active Budget: 33/day) Platform: Meta Ads (Facebook + Instagram) Previous version: Archived (old positioning — invoices, margins, escrow)
Strategy Summary
This is a reference doc pointing to the two active strategy documents. The full ad strategy is split across:
-
Brand Positioning — March 2026 — Contains:
- Campaign structure (4 campaigns: Awareness, Education, Collection, Retarget)
- Budget allocation (10/5 per day)
- Audience strategy (interest-based + retargeting windows + frequency caps)
- Ad copy bank (PAS, BAB, Social Proof Lead frameworks — ready to use)
- Ad creative briefs (12 ads across 4 campaigns with visual direction)
- Kill rules and optimisation thresholds
- Day 10 decision framework
- Naming conventions
- Retargeting windows with exclusions
-
Launch Plan — First 30 Days — Contains:
- Day-by-day implementation checklist
- Pixel installation and event setup
- Custom audience creation steps
- 6 launch ads with complete copy, headlines, descriptions, CTAs, and UTM links
- Campaign build instructions for Ads Manager (exact settings)
- Monitoring checklist and daily log template
- Month 1 scorecard
- Month 2 decision framework (scale/hold/cut)
Key Positioning Rules for All Ads
Every ad must follow these rules:
| Do | Don’t |
|---|---|
| Lead with education, concierge, design | Lead with price comparisons or savings |
| ”IGI certified" | "GIA” or “GIA & IGI" |
| "Insured shipping” | Name delivery partners (Brinks, Malca-Amit) |
| “Secure payment" | "Escrow" |
| "Handcrafted to order" | "Handcrafted in Australia” |
| Soft savings language (“thousands less”) | Specific dollar savings (“save $2,680”) |
| “Book a free consult" | "See our margins” or “view the invoice” |
| Round pricing ($3,500) | Charm pricing ($3,499) |
Campaign Architecture (Quick Reference)
Campaign 1: Awareness — "Meet Clarity" $10/day (30%)
Campaign 2: Education — "Know What You're Buying" $10/day (30%)
Campaign 3: Collection — "The Launch Collection" $8/day (25%)
Campaign 4: Retarget — "Still Thinking?" $5/day (15%)
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Total: $33/day (~$1,000/month)
When to Run an Ads Audit
Once the campaigns have been live for 30+ days with real data, use the Meta Ads audit framework to evaluate:
- Pixel / CAPI health and Event Match Quality (EMQ)
- Creative performance and fatigue
- Account structure and learning phase health
- Audience targeting and frequency
The audit reference checklist is at ~/.claude/skills/ads-meta/.
Files Reference
| Document | What It Contains |
|---|---|
| Brand Positioning — March 2026.md | Full strategy, copy bank, creative briefs |
| Launch Plan — First 30 Days.md | Implementation checklist, campaign build specs |
| Archive/Meta Ads Strategy.md | Original strategy (outdated — invoice/margin positioning) |