PHASE 2
Facebook Page: Van Pham & Team – Financial Education & Services
Campaign Objective: Lead Generation
Target Audience: Vietnamese community in Vancouver & Burnaby interested in financial literacy
Platform: Facebook Ads Manager
Ad Format: Facebook Instant Form
Ad Language: English (WFG Compliant)
Lead Sync: Google Sheet via Zapier or Pabbly
The time to run phase two after Phase one is 3 days
Budget Phase 2: $700 USD
Total Budget phase 1 + phase 2: $1050 USD
Total Budget phase 1 + phase 2: $1500 CAD
Using Ads Manager and Instant Form reports, we’ll evaluate:
Breakdown report → Time of Day
Identify when most leads were submitted (e.g., 6–10 PM)
Age and gender breakdown → Who converted most?
Mobile vs desktop — optimize for preferred device type
Determine which ad copy (Ad 1 or Ad 2) had lower cost and higher form completions
Compare form opens vs actual submissions → consider shortening form or improving intro text
Build a custom audience of form openers who didn’t submit for retargeting
Based on Phase 1 insights, we’ll implement:
Tighter scheduling → Run ads only during peak times (e.g., 6 PM–10 PM daily)
Retargeting → Show ads to users who opened but didn’t submit the form
Lookalike audience (if we have 100+ leads from Phase 1)
Only 1 ad creative (top performer from Phase 1) to concentrate budget
Lifetime budget to allow smoother delivery within time blocks
| Item | Value |
|---|---|
| Campaign Name | WFG - Van Pham - Lead Gen - Phase 2 |
| Objective | Leads (Facebook Instant Form) |
| Budget Type | Lifetime Budget |
| Lifetime Budget | $700 USD |
| Campaign Duration | 21 Days |
| Goal | 60+ Qualified Leads |
| Estimated CPL | $8–11 USD (expected drop from Phase 1) |
| Estimated Leads | 63–85 leads |
| Ad Language | English only |
| Setting | Value |
|---|---|
| Ad Set Name | VN Financial Audience - Optimized - Phase 2 |
| Budget | $700 USD (Lifetime Budget) |
| Schedule | Run for 21 days, Time Period Based on Phase 1 |
| Location | Vancouver + Burnaby, BC |
| Age Range | Refined based on Phase 1 (e.g., 35–54 if applicable) |
| Gender | All (unless one clearly outperformed in Phase 1) |
| Language | Leave blank |
| Placements | Manual: Facebook News Feed only |
| Optimization for Delivery | Leads |
| Attribution Setting | 7-day click or 1-day view (default) |
| Metric | Estimate |
|---|---|
| Estimated CPL | $8–11 USD (improved efficiency expected) |
| Estimated Leads | 63–85 leads |
| Form Openers | 120–160 (opportunity for future retargeting) |
| Total Impressions | 20,000–25,000 |
| Reach | 8,000–10,000 unique users |
Focused delivery at proven high-converting hours
Efficient use of a lifetime budget over 21 days
Targeting only relevant, high-interest individuals
Retargets people who opened the form but didn’t click from phase 1.