Campaign Overview
Monthly Budget Allocation
| Platform | Jan (15-31) | February | March | Total |
|---|---|---|---|---|
| Google Ads | $1,800 | $2,800 | $3,500 | $8,100 |
| Meta Ads | $2,000 | $3,600 | $4,600 | $10,200 |
| TikTok Ads | $300 | $800 | $1,200 | $2,300 |
| YouTube Ads | $300 | $500 | $700 | $1,500 |
| TOTAL | $4,400 | $7,700 | $10,000 | $24,600 |
Target KPIs
App Downloads
33,300
Cost Per Install
$0.74
Click-Through Rate
2.5%+
ROAS Target
3:1
90-Day Campaign Timeline
Jan 15-21, 2026
Launch Week
Brand awareness blitz. Heavy Meta spend on app installs. Google brand campaign launch. All platforms activated.
Jan 22-31, 2026
Optimization Phase 1
Analyze launch data. Pause underperforming ads. Scale winners. Add seller-focused keywords to Google.
Feb 1-14, 2026
Valentine's Push
Gift guide campaigns. Partner targeting on Meta. Seasonal creative refresh. TikTok spark ads launch.
Feb 15-28, 2026
Seller Acquisition Focus
Shift budget toward seller intent. "Turn your garage into cash" messaging. Retargeting website visitors.
Mar 1-15, 2026
March Madness Tie-In
Vince Carter creative featuring brackets. Sports audience targeting. Increased YouTube pre-roll on sports content.
Mar 16-31, 2026
Spring Golf Season Push
Maximum spend period. Spring upgrade messaging. Geographic targeting for warmer regions. Full scale on all platforms.
Core Audience Segments
Segment A: Buyers
Golfers looking to upgrade equipment. Budget-conscious. Research-heavy. Age 25-55.
Segment B: Sellers
Golfers with unused clubs. Recently upgraded. Garage cleaners. Age 35-60.
Segment C: Beginners
New to golf. Price-sensitive. Looking for starter sets. Age 25-45.
Segment D: Enthusiasts
Frequent players. Brand-aware. Equipment obsessed. High lifetime value.
Google Ads Campaigns
$8,100
Total Budget
6
Campaigns
$0.65
Target CPC
Ad Extensions (Apply to All Campaigns)
Sitelink Extensions
- → Shop Used Clubs → /shop
- → Sell Your Clubs → /sell
- → How It Works → /how-it-works
- → Download App → /download
- → Our Mission → /1-million-kids
Callout Extensions
- → Free to Download
- → No Hidden Fees
- → Peer-to-Peer Marketplace
- → Save 40-60% vs Retail
- → Trusted Community
Structured Snippets
- Brands: Titleist, TaylorMade, Callaway, Ping
- Types: Drivers, Irons, Putters, Wedges
App Extensions
- → iOS App Store link
- → Google Play (when available)
Campaign 1: Brand Protection
Keywords
fairway exchange
fairway exchange app
fairwayexchange
fairway exchange golf
fairway exchange reviews
Ad Variations
Responsive Search Ad 1
Fairway Exchange - Buy & Sell Golf Clubs
The peer-to-peer marketplace built by golfers, for golfers. Better prices. No ridiculous fees. Download free today.
fairwayexchange.com
Download App
Responsive Search Ad 2
Fairway Exchange - Official App
Join thousands of golfers buying and selling clubs the smart way. Fair prices. Trusted community. Get started free.
fairwayexchange.com/download
Get the App
Targeting Settings
Location
United States
Device
Mobile priority (70%), Desktop (30%)
Bid Strategy
Maximize clicks, $2.00 cap
Schedule
All day, every day
Campaign 2: Buyer Intent - Used Golf Clubs
Keywords
used golf clubs
buy used golf clubs
used golf clubs near me
pre owned golf clubs
second hand golf clubs
cheap golf clubs
discount golf clubs
used titleist irons
used taylormade driver
used callaway clubs
Negative Keywords (Expanded)
repair
fitting
regrip
reshaft
lessons
instruction
rental
free
donate
charity
junior
kids
left handed
custom build
vintage
antique
collector
DIY
Ad Variations
Responsive Search Ad 1
Used Golf Clubs at Fair Prices | Fairway Exchange
Stop overpaying for clubs. Shop thousands of quality used clubs from real golfers. No middleman. Download the app free.
fairwayexchange.com/buy
Shop Now
Responsive Search Ad 2
Buy Quality Used Golf Clubs | Skip the Markup
Why pay retail? Find premium used drivers, irons, and putters from verified sellers. Fair prices, trusted marketplace.
fairwayexchange.com/shop
Browse Clubs
Responsive Search Ad 3
Premium Used Clubs - Save 40-60% vs New
Titleist, TaylorMade, Callaway & more. Peer-to-peer golf marketplace. Better selection. Better prices. Download free.
fairwayexchange.com
Get the App
Targeting Settings
Location
United States (Golf-heavy states priority)
Device
Mobile (80%), Desktop (20%)
Bid Strategy
Target CPA: $1.50
Audiences
Golf enthusiasts, Sports equipment shoppers
Campaign 3: Seller Intent - Sell Golf Clubs
Keywords
sell golf clubs
sell used golf clubs
where to sell golf clubs
best place to sell golf clubs
sell golf clubs online
sell golf clubs near me
golf club consignment
trade in golf clubs
golf club buyback
how much are my golf clubs worth
golf club repair
donate golf clubs
Ad Variations
Responsive Search Ad 1
Sell Your Golf Clubs | Get More Than Consignment
Stop getting lowballed. Sell direct to golfers and keep more of what you earn. Free to list. Fair pricing tool included.
fairwayexchange.com/sell
List Your Clubs
Responsive Search Ad 2
Turn Old Golf Clubs Into Cash | Fairway Exchange
Your garage full of clubs = money waiting to happen. List in 5 minutes. Sell to real golfers. Get paid what they're worth.
fairwayexchange.com/sell
Start Selling
Responsive Search Ad 3
Sell Golf Clubs - Better Than eBay or Consignment
Lower fees than eBay. Better prices than consignment. The smart way to sell golf equipment. Download free app now.
fairwayexchange.com/sell
Get the App
Targeting Settings
Location
United States
Device
All devices
Bid Strategy
Target CPA: $2.00
Schedule
Increase bids weekends +20%
Campaign 4: Competitor Conquest
Keywords
2nd swing golf
global golf used clubs
callaway preowned
golf club consignment near me
ebay golf clubs
facebook marketplace golf clubs
sideline swap golf
pga value guide
Ad Variations
Responsive Search Ad 1
A Better Way to Buy & Sell Golf Clubs
Skip the middleman markup. Peer-to-peer means better prices for buyers AND sellers. No consignment fees. Download free.
fairwayexchange.com
Try Fairway Exchange
Campaign 5: Spring Golf Season
Keywords
spring golf gear
golf season 2026
upgrade golf clubs
new golf clubs 2026
golf bag upgrade
beginner golf clubs
starter golf set
Ad Variations
Responsive Search Ad 1
Spring Golf Season - Upgrade Your Bag for Less
Golf season is here. Get the clubs you want at prices you'll love. Shop thousands of quality used clubs. Download free.
fairwayexchange.com/spring
Shop Spring Deals
Campaign 6: Display Retargeting
Audience Targeting
Audience 1
Website visitors (last 30 days)
Audience 2
App openers who haven't converted
Audience 3
Cart/listing abandoners
Exclusion
Converted users (last 14 days)
Ad Variations
Display Ad 1
Still Looking for the Perfect Clubs?
Your next set is waiting on Fairway Exchange. Come back and find your perfect match.
Continue Shopping
Display Ad 2
Ready to List Those Clubs?
Turn your unused clubs into cash. It only takes 5 minutes to list on Fairway Exchange.
List Now
Meta Ads (Facebook + Instagram)
$10,200
Total Budget
5
Campaigns
$0.80
Target CPI
Campaign 1: App Install - Broad Golf Audience
Audience Targeting
Age
25-55
Gender
All (skew male 70%)
Interests
Golf, PGA Tour, Golf Digest, Golf equipment, Country clubs
Behaviors
Online shoppers, Mobile app installers
Placements
Instagram Feed, Stories, Reels; Facebook Feed, Stories
Optimization
App installs, Advantage+ placements
Ad Variations
Video Ad 1 (15 sec)
The Smart Way to Buy & Sell Golf Clubs
Stop overpaying for clubs. Stop getting lowballed when you sell. Fairway Exchange: the peer-to-peer marketplace built for golfers. Download free. 🏌️
Install Now
Carousel Ad
Why Golfers Are Switching to Fairway Exchange
Card 1: "Better Prices Than Retail" | Card 2: "Lower Fees Than eBay" | Card 3: "More Than Consignment Pays" | Card 4: "Built By Golfers" | Card 5: "Download Free"
Learn More
Static Image Ad
Your Next Set is Waiting
Quality used clubs. Fair prices. No BS. Join thousands of golfers on Fairway Exchange. 🏌️♂️⛳
Download App
Campaign 2: Lookalike Audiences
Audience Targeting
Source Audience 1
1% LAL of App Installers
Source Audience 2
1% LAL of Purchasers
Source Audience 3
2% LAL of Website Visitors
Exclusions
Existing app users, Past 30-day converters
Ad Variations
Video Ad (UGC Style)
I Found My Dream Clubs for 60% Off
"I was skeptical at first, but Fairway Exchange completely changed how I buy golf equipment. Found a set of Titleist irons for half what I'd pay retail. Legit sellers. Easy process."
Try It Free
Video Ad (Seller Focus)
I Made $2,300 Selling My Old Clubs
"My garage was full of clubs I never used. Listed them on Fairway Exchange and made $2,300 in two weeks. Way more than the consignment shop offered. So easy."
Start Selling
Campaign 3: Valentine's Day Gift Guide
Audience Targeting
Primary
Partners of golf enthusiasts
Interests
Gift shopping, Relationships + Golf (combined)
Age
25-55
Recent Behavior
Valentine's Day shoppers
Ad Variations
Carousel Ad - Gift Guide
The Perfect Gift for the Golfer in Your Life 💚
They won't stop talking about golf? Give them what they really want. Quality clubs at fair prices. Gifts under $150. Download Fairway Exchange.
Shop Gifts
Video Ad (15 sec)
Valentine's Day = New Clubs Day
Show them you listen. Show them you care. Get them the clubs they actually want. Fairway Exchange. ❤️⛳
Find the Perfect Gift
Campaign 4: Retargeting & Re-engagement
Audience Targeting
Audience 1
Website visitors (7 days) - didn't install
Audience 2
Video viewers (75%+) - didn't install
Audience 3
App installers - no purchase (14 days)
Audience 4
IG/FB engagers (30 days)
Ad Variations
Dynamic Ad - Website Visitors
Still Thinking About It?
The clubs you were looking at are still available. Come back and find your perfect match on Fairway Exchange.
Continue Shopping
Static Ad - App Re-engagement
New Clubs Added Daily
Fresh inventory just dropped. Open the app and find your next upgrade. Deals go fast. ⛳
Open App
Campaign 5: Spring Golf Season Blitz
Audience Targeting
Geo-Targeting
Warmer states priority (FL, TX, AZ, CA, GA)
Interests
Golf + Spring activities + Outdoor recreation
Behavior
Recent sports equipment purchasers
Budget Pacing
Accelerated delivery
Ad Variations
Video Ad (Reels)
Spring Golf Season is HERE ☀️⛳
Time to upgrade your bag. Find quality used clubs at prices you'll love. Fairway Exchange - the smart way to gear up for spring.
Shop Spring Deals
Video Ad (Seller)
Spring Cleaning? Sell Those Old Clubs 💰
Clear out the garage. Cash in on clubs you don't use. List in 5 minutes. Get paid what they're worth. Fairway Exchange.
List Your Clubs
TikTok Ads
$2,300
Total Budget
3
Campaigns
$0.50
Target CPI
Campaign 1: Spark Ads - Organic Amplification
Strategy
Boost top-performing organic TikToks as Spark Ads. Identify posts with 10%+ engagement rate within first 24 hours and amplify with paid spend. Maintains authentic feel while scaling reach.
Audience Targeting
Age
18-45
Interests
Golf, Sports, Outdoor activities
Behavior
Video viewers, App installers
Hashtags Following
#golftiktok #golf #golflife
Content to Boost (Organic Posts)
Spark Ad Candidate 1
"Why Not eBay" Comparison
POV: Your clubs sat on eBay for 30 days. You listed them on Fairway Exchange... Sold in 3. 📱✅
Download App
Spark Ad Candidate 2
"Expensive Drivers" Myth-Bust
Plot twist: A $150 used driver from 2020 performs within 5% of a $600 new one. Stop paying for logos.
Shop Smart
Spark Ad Candidate 3
"List in 5 Minutes" Tutorial
From garage to listed in 4 minutes 37 seconds. Timed it. Here's exactly how fast you can turn old clubs into cash. ⏱️
Try It Yourself
Campaign 2: In-Feed Native Ads
Audience Targeting
Age
21-40
Interests
Golf, Sports equipment, Deals & discounts
Custom Audience
Website visitors LAL
Optimization
App install events
Ad Variations
Native Video 1 (9-15 sec)
Hook: "Stop scrolling if you play golf"
Stop scrolling if you play golf. ⛳ You're probably overpaying for clubs OR getting lowballed when you sell. There's a better way. Fairway Exchange. Peer-to-peer. No BS. Link in bio.
Download Free
Native Video 2 (9-15 sec)
Hook: "I turned my garage into $2,000"
I turned my garage into $2,000. 💰 All those clubs I never used? Sold them on Fairway Exchange in 2 weeks. Way better than consignment. Way easier than eBay. Download free.
Start Selling
Native Video 3 (9-15 sec)
Hook: "Golf is expensive. It doesn't have to be."
Golf is expensive. It doesn't have to be. 🏌️ Quality used clubs from real golfers. Fair prices. No middleman markup. Fairway Exchange. Download and see for yourself.
Shop Now
Campaign 3: Creator/Influencer Whitelisting
Strategy
Partner with 2-3 micro-influencers in the golf space (10K-100K followers). Whitelist their content to run as ads from their accounts. Higher trust, better engagement, authentic feel.
Creator Criteria
Follower Count
10K - 100K
Engagement Rate
5%+ average
Content Style
Golf tips, equipment reviews, lifestyle
Audience Demo
Matches our target (25-45, US)
Suggested Creator Brief
Content Direction
Hook: Start with a relatable golf frustration (expensive equipment, getting ripped off selling, etc.)
Body: Introduce Fairway Exchange as the solution. Show the app briefly. Mention peer-to-peer, fair prices.
CTA: "Link in bio" or "Download free" - keep it casual
Tone: Authentic, not salesy. Like telling a friend about something you actually use.
Body: Introduce Fairway Exchange as the solution. Show the app briefly. Mention peer-to-peer, fair prices.
CTA: "Link in bio" or "Download free" - keep it casual
Tone: Authentic, not salesy. Like telling a friend about something you actually use.
YouTube Ads
$1,500
Total Budget
2
Campaigns
$0.03
Target CPV
Campaign 1: Skippable In-Stream (Pre-Roll)
Placement Targeting
Channel Targeting
Golf instruction channels, Equipment review channels, PGA Tour content
Topic Targeting
Golf, Sports equipment, Outdoor recreation
Keyword Targeting
Golf club review, Best driver 2026, Golf tips, Used golf clubs
Audience
In-market: Sporting goods, Custom intent: Golf equipment buyers
Video Ad Scripts
15-Second Skippable Ad
Script: "The Smart Way to Buy Golf Clubs"
[0-5 sec - HOOK]: "Still paying retail for golf clubs? There's a smarter way."
[5-12 sec - VALUE]: "Fairway Exchange. Buy quality used clubs direct from golfers. Save 40-60% vs new. Sell your old clubs for what they're actually worth."
[12-15 sec - CTA]: "Download the app free. Link below."
[SUPER]: Fairway Exchange logo + "Download Free" button
[5-12 sec - VALUE]: "Fairway Exchange. Buy quality used clubs direct from golfers. Save 40-60% vs new. Sell your old clubs for what they're actually worth."
[12-15 sec - CTA]: "Download the app free. Link below."
[SUPER]: Fairway Exchange logo + "Download Free" button
30-Second Skippable Ad
Script: "Built By Golfers, For Golfers"
[0-5 sec - HOOK]: "Tired of getting ripped off buying OR selling golf clubs?"
[5-15 sec - PROBLEM]: "Retail markups are insane. eBay fees eat your profit. Consignment shops lowball you. We built something better."
[15-25 sec - SOLUTION]: "Fairway Exchange. Peer-to-peer marketplace for golfers. Better prices when you buy. More money when you sell. No middleman."
[25-30 sec - CTA]: "Download free today. Join thousands of golfers who switched to the smart way."
[SUPER]: App store badges + QR code
[5-15 sec - PROBLEM]: "Retail markups are insane. eBay fees eat your profit. Consignment shops lowball you. We built something better."
[15-25 sec - SOLUTION]: "Fairway Exchange. Peer-to-peer marketplace for golfers. Better prices when you buy. More money when you sell. No middleman."
[25-30 sec - CTA]: "Download free today. Join thousands of golfers who switched to the smart way."
[SUPER]: App store badges + QR code
Campaign 2: Video Discovery Ads
Strategy
Promote our YouTube content (How It Works video, Equipment guides) to appear in search results and related videos. Drive subscribers and engaged viewers who can convert later.
Targeting
Search Targeting
Used golf clubs, Golf equipment reviews, Best irons 2026
Placement
YouTube search, Watch page related
Audience
Golf enthusiasts, Equipment researchers
Bid Strategy
Max CPV: $0.10
Videos to Promote
Video 1
How Fairway Exchange Works (3-5 min)
Thumbnail: Split screen showing buying vs selling. Text: "The Smart Way to Buy & Sell Golf Clubs"
Video 2
Complete Seller's Guide (10-12 min)
Thumbnail: Money/clubs imagery. Text: "Turn Your Garage Into $2,000+"
Video 3
Budget Bag Setup 2026 (8-10 min)
Thumbnail: Full bag setup. Text: "Complete Golf Bag Under $500"
Conversion Tracking Setup
4
Platforms
8
Key Events
CRITICAL: Complete ALL tracking setup before launching paid campaigns. Without proper tracking, optimization is impossible.
Pre-Launch Tracking Checklist
- ☐ Meta Pixel - Install on website and all landing pages
- ☐ Meta SDK - Configure iOS App Events
- ☐ Google Ads Tag - Global site tag + event snippets
- ☐ GA4 - Link to Google Ads account
- ☐ TikTok Pixel - Base code + event tracking
- ☐ Mobile Attribution - Firebase/Adjust/Branch setup
- ☐ UTM Parameters - Standardized structure
- ☐ Test Conversions - Fire test events on all platforms
Conversion Events to Track
| Event | Trigger | Value | Priority |
|---|---|---|---|
| app_install | App first opened | $0.74 | 🔴 Critical |
| sign_up | Account created | $2.00 | 🔴 Critical |
| first_listing | User lists first club | $5.00 | 🔴 Critical |
| purchase | Transaction completed | Dynamic | 🔴 Critical |
| add_to_cart | Item saved/favorited | $1.00 | 🟡 Important |
| view_item | Club detail viewed | $0.25 | 🟡 Important |
UTM Parameter Structure
/* Standard Format */
?utm_source={platform}
&utm_medium={ad_type}
&utm_campaign={campaign_name}
&utm_content={ad_name}
&utm_term={keyword_or_audience}
/* Example */
?utm_source=meta&utm_medium=paid_social&utm_campaign=app_install_broad&utm_content=video_15sec&utm_term=golf_enthusiasts
?utm_source={platform}
&utm_medium={ad_type}
&utm_campaign={campaign_name}
&utm_content={ad_name}
&utm_term={keyword_or_audience}
/* Example */
?utm_source=meta&utm_medium=paid_social&utm_campaign=app_install_broad&utm_content=video_15sec&utm_term=golf_enthusiasts
Attribution Windows
| Platform | Click-Through | View-Through |
|---|---|---|
| Google Ads | 30 days | N/A |
| Meta Ads | 7 days | 1 day |
| TikTok Ads | 7 days | 1 day |
| YouTube Ads | 30 days | 3 days |
A/B Testing Framework
12
Test Ideas
2 wks
Min Duration
95%
Confidence
Testing Rules
Golden Rule: Only test ONE variable at a time.
- Min sample: 1,000 impressions per variant
- Min duration: 7-14 days for day-of-week variations
- Significance: 95% confidence before declaring winner
- Budget split: 50/50 for new tests
- Primary metric: Choose ONE (usually CPI or ROAS)
Test Queue (Priority Order)
| # | Test | Variable | Platform |
|---|---|---|---|
| 1 | Buyer vs Seller Focus | Messaging | Meta |
| 2 | Video vs Static | Format | Meta |
| 3 | UGC vs Polished | Style | TikTok |
| 4 | Price Hook vs Problem Hook | Headline | |
| 5 | 15 sec vs 30 sec | Length | YouTube |
| 6 | Emoji vs No Emoji | Copy | Meta/TikTok |
| 7 | 1% LAL vs 2% LAL | Audience | Meta |
| 8 | Mobile vs All Devices | Targeting |
Optimization Decision Tree
IF CPI > $1.50 for 3+ days
THEN Pause ad. Review creative and targeting.
IF CTR < 1% after 1,000+ impressions
THEN Test new creative. Hook isn't working.
IF CPI < $0.50 with stable volume
THEN Increase budget 20-30%. Scale winner!
IF Frequency > 3.0 and performance declining
THEN Refresh creative. Audience fatiguing.
Reporting & Analytics
Daily
Quick Check
Weekly
Deep Dive
Monthly
Strategy
Daily Check (5 min)
- ☐ Budget pacing - On track for daily spend?
- ☐ CPI check - Any campaigns above $1.50?
- ☐ Ad disapprovals - Any ads rejected?
- ☐ Anomalies - Anything unusual?
Weekly Report Template
| Metric | This Week | Last Week | Target | Status |
|---|---|---|---|---|
| Total Spend | $____ | $____ | $____ | 🟢/🟡/🔴 |
| App Installs | ____ | ____ | ____ | 🟢/🟡/🔴 |
| Cost Per Install | $____ | $____ | $0.74 | 🟢/🟡/🔴 |
| CTR (Avg) | ____% | ____% | 2.5% | 🟢/🟡/🔴 |
| New Sellers | ____ | ____ | ____ | 🟢/🟡/🔴 |
Weekly Analysis Sections:
1. Executive Summary (2-3 sentences)
2. Top 3 Performers & why
3. Bottom 3 & action taken
4. Active A/B test status
5. Next week priorities
6. Budget reallocation needs
1. Executive Summary (2-3 sentences)
2. Top 3 Performers & why
3. Bottom 3 & action taken
4. Active A/B test status
5. Next week priorities
6. Budget reallocation needs
Industry Benchmarks
| Metric | Our Target | Industry Avg | Top Performers |
|---|---|---|---|
| CPI (iOS) | $0.74 | $2.50-4.00 | < $1.50 |
| CTR (Meta) | 2.5% | 0.9-1.5% | > 2.0% |
| CTR (Google) | 3.5% | 2.0-3.0% | > 4.0% |
| Video View Rate | 25% | 15-20% | > 30% |
| Install to Signup | 60% | 40-50% | > 65% |
🔄 Creative Refresh Schedule
| Platform | Frequency | Early Refresh Trigger |
|---|---|---|
| Meta (Feed) | Every 2-3 weeks | Frequency > 3.0 or CTR drops 20% |
| Meta (Stories) | Every 2 weeks | Completion rate < 50% |
| TikTok | Every 1-2 weeks | Engagement drops or trend changes |
| Google Search | Every 4-6 weeks | CTR < 2% |
| YouTube | Every 4-6 weeks | View rate < 20% |