Ralph Alexandria - Meta Ads Restructure Summary

Summary

20

Ad Sets Created

40

Ads Created

3

Images Uploaded

221

Ads Tagged

New campaign structure splits ad sets by audience type x property type. Each ad set contains 2 ad variants using Christine's approved copy from the Google Sheet. All ads created as PAUSED with full UTM tracking.

What Was Done

1. Created New Ad Set Structure

20 new ad sets across 3 campaigns, each combining an audience with a property type:

Campaign	Ad Set	Audience	Status
[SG] Ralph - Prospecting	Targeting: High Net Worth - 2 Bedroom Ad	Interest: High-net-worth individual	PAUSED
	Targeting: High Net Worth - 3 Bedroom Ad	Interest: High-net-worth individual	PAUSED
	Targeting: High Net Worth - Penthouse Ad	Interest: High-net-worth individual	PAUSED
	Targeting: High Net Worth - General Ad	Interest: High-net-worth individual	PAUSED
	Targeting: LLA Leads - 2 Bedroom Ad	Lookalike 1-5% of Leads 90D	PAUSED
	Targeting: LLA Leads - 3 Bedroom Ad	Lookalike 1-5% of Leads 90D	PAUSED
	Targeting: LLA Leads - Penthouse Ad	Lookalike 1-5% of Leads 90D	PAUSED
	Targeting: LLA Leads - General Ad	Lookalike 1-5% of Leads 90D	PAUSED
	Targeting: Luxury - 2 Bedroom Ad	Interest: Luxury, Luxury Bags, Resorts, Lifestyle, Goods	PAUSED
	Targeting: Luxury - 3 Bedroom Ad	Interest: Luxury, Luxury Bags, Resorts, Lifestyle, Goods	PAUSED
	Targeting: Luxury - Penthouse Ad	Interest: Luxury, Luxury Bags, Resorts, Lifestyle, Goods	PAUSED
	Targeting: Luxury - General Ad	Interest: Luxury, Luxury Bags, Resorts, Lifestyle, Goods	PAUSED
[SG] Ralph - Prospecting (Broad)	Targeting: Broad - 2 Bedroom Ad	No interests (broad targeting)	PAUSED
	Targeting: Broad - 3 Bedroom Ad	No interests (broad targeting)	PAUSED
	Targeting: Broad - Penthouse Ad	No interests (broad targeting)	PAUSED
	Targeting: Broad - General Ad	No interests (broad targeting)	PAUSED
[SG] Ralph - Retargeting	Targeting: Retargeting - 2 Bedroom Ad	Custom: ALL WT 90D + Leads 90D	PAUSED
	Targeting: Retargeting - 3 Bedroom Ad	Custom: ALL WT 90D + Leads 90D	PAUSED
	Targeting: Retargeting - Penthouse Ad	Custom: ALL WT 90D + Leads 90D	PAUSED
	Targeting: Retargeting - General Ad	Custom: ALL WT 90D + Leads 90D	PAUSED

2. Uploaded 40 Ads with Approved Copy

Each ad set has 2 ad variants (V1 = pricing headline, V2 = lifestyle headline) using copy from Christine's approved Google Sheet:

Property Type	V1 Headline	V2 Headline	Image
2 Bedroom	2 Bedroom Residences From $1,335,000	Spacious 2 Bed Living in Alexandria \| Ralph	2BR/3BR Photo
3 Bedroom	3 Bedroom Residences From $1,838,000	Premium 3 Bed Apartments \| Ralph Alexandria	2BR/3BR Photo
Penthouse	Private Rooftop Penthouses \| Ralph Alexandria	Rooftop Living From $1,918,000	Rooftop Photo
General	Boutique Alexandria Residences \| Ralph	Inner-City Sanctuary \| Ralph Alexandria	2BR/3BR Photo

3. Ad Settings Applied

Setting	Value	Status
Landing Page	https://go.ralphalexandria.com.au/	✓
UTM Parameters	All 40 ads verified (40/40)	✓
Call to Action	Learn More	✓
Age Targeting	35-65 (all ad sets)	✓
Advantage+ Audience	OFF (all ad sets)	✓
Advantage+ Creative	OFF (all ads)	✓
Multi-Advertiser Ads	OFF (all ads)	✓
Ad Status	PAUSED (ready to activate)	✓
Studios	Not included (per Christine)	✓
1 Bedroom	Not included (deprioritised)	✓

4. UTM Template

Applied to every ad with dynamic macros:

utm_source=facebook&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_adgroup={{adset.name}}&utm_content={{ad.name}}&utm_site_source={{site_source_name}}&utm_placement={{placement}}&fb_ad_id={{ad.id}}

5. Ad Naming Convention Updated

All 221 ads across active campaigns tagged with pricing indicator:

Tag	Count	Meaning
[With Price]	196	Ad body or headline contains a dollar amount
[No Price]	25	No pricing mentioned in ad copy

6. Images Uploaded to Account

Image	Used For	Dimensions	Hash
2BR/3BR Photo 1	2 Bed V1, 3 Bed V1, General V1	1200 x 627	f9e629b...
2BR/3BR Photo 2	2 Bed V2, 3 Bed V2, General V2	1200 x 627	dab2139...
Rooftop Photo	Penthouse V1, Penthouse V2	1080 x 1080	93a4c2b...

Technical Details

Method: Meta Graph API v21.0 via Claude Code automation script
App: MarketLead Brain (switched from Development to Live mode to enable ad creative creation)
Images: Downloaded from Christine's Google Drive, uploaded to Meta ad account
Ad Copy Source: Ralph Alexandria - Ad Copy Recommendations (approved by Christine 9 Feb)
Pixel: 1160508412205564 (Lead conversion objective)
Facebook Page: 571803456331781
Instagram: 17841408103498165

Next Steps

Review all paused ad sets and ads in Ads Manager
Pause old ad sets once new structure is approved
Activate new ad sets (prioritise 2 Bedroom per Christine's direction)
Update landing page: "April 2026" → "May 2026"
Add form dropdowns (apartment type + budget range)
Meeting with Christine: 3pm Wednesday Sydney time