HeartLib Meta Ads Blueprint

Complete targeting strategy for viral Facebook/Instagram campaigns

Expected Results: 2-5% CTR, $5-15 Cost Per Trial Start, 15-25% Trial-to-Paid Conversion

Campaign Structure Overview

Campaign Level

• Objective: Conversions
• Event: Complete Registration (Trial Start)
• Budget: Campaign Budget Optimization (CBO)
• Bid Strategy: Lowest Cost

Ad Set Level

• 1 Ad Set per audience type
• Audience Size: 500k-3M
• Delivery: Accelerated
• Pixel: Standard Events + Custom

Ad Level

• 3-5 creatives per ad set
• Format: Video (primary)
• CTA: "Start Free Trial"
• Landing: heartlib.io (direct trial)

6 Core Audience Segments (Test Each Separately)

Core Singles Audience

age: 25-45gender: All gendersrelationship: Singleeducation: College educated+income: $50k+ household

Detailed Targeting:

✓Relationship status: Single
✓Interested in: Dating, Relationships
✓Life events: Recently single (past 6 months)
✓Behaviors: Online dating service users
✓Interests: Astrology, Spirituality, Personal development
✓Interests: Dating apps (Tinder, Bumble, Hinge)
✓Interests: Relationship advice, Love and romance
✓Technology early adopters

Recently Divorced / Second Chance

age: 35-55gender: All gendersrelationship: Divorcedchildren: Yes (likely)

Detailed Targeting:

✓Relationship status: Divorced
✓Life events: Divorced (past 1 year)
✓Interests: Starting over, Personal growth
✓Interests: Co-parenting, Single parents
✓Behaviors: Recently moved
✓Likely to engage: Meaningful relationships content
✓Pain point: Wasting time on wrong matches

Busy Professionals

age: 28-42gender: All genderseducation: College degree+job: Manager+ level

Detailed Targeting:

✓Job title: Manager, Director, Executive, Entrepreneur
✓Interests: Career development, Leadership
✓Interests: Time management, Productivity
✓Behaviors: Business travel
✓Interests: Professional networking
✓Income: Top 25% in location
✓Pain point: No time for dating trial and error

Spiritual Seekers

age: 25-50gender: All genders (65% female typically)

Detailed Targeting:

✓Interests: Astrology, Numerology, Tarot
✓Interests: Meditation, Yoga, Mindfulness
✓Interests: Manifestation, Law of attraction
✓Interests: Spiritual awakening, Consciousness
✓Interests: Energy healing, Chakras
✓Pages liked: The Secret, Gaia, Spirit Science
✓Behaviors: Attends spiritual events/festivals

LGBTQ+ Community

age: 22-45gender: All gendersinterests: LGBTQ+ culture

Detailed Targeting:

✓Interested in: Same-gender relationships (as applicable)
✓Interests: LGBTQ+ rights, Pride events
✓Interests: LGBTQ+ dating apps (Grindr, HER, etc.)
✓Pages liked: LGBTQ+ publications and organizations
✓Communities: Gender-affirming, Non-binary spaces
✓Value: Bias-free, compatibility-first matching

Global Expats & Multicultural

age: 25-45languages: Bilingual+

Detailed Targeting:

✓Expats living abroad
✓Speaks 2+ languages
✓Interests: International dating, Cross-cultural relationships
✓Traveled to 5+ countries
✓Interests: Immigration, Global community
✓Value: Bias-free, culture-agnostic compatibility

Geographic Targeting Strategy

Phase 1: English-Speaking Markets

🇺🇸
United States
All states | Major cities focus: NYC, LA, Chicago, SF, Austin, Miami
🇬🇧
United Kingdom
London, Manchester, Birmingham, Edinburgh
🇨🇦
Canada
Toronto, Vancouver, Montreal
🇦🇺
Australia
Sydney, Melbourne, Brisbane

Phase 2: Global Expansion (After Testing)

Western Europe
Germany, France, Netherlands, Spain, Italy
Asia-Pacific
Singapore, Hong Kong, Japan, South Korea
Latin America
Mexico, Brazil, Argentina, Colombia

Note: Localize creatives and landing pages before expanding globally

Optimal Ad Placements

facebook

Facebook FeedHIGH
Best for video storytelling
Facebook StoriesMEDIUM
Immersive, full-screen vertical video
Facebook ReelsHIGH
Viral potential, algorithm favors
Facebook MarketplaceLOW
Intent mismatch

instagram

Instagram FeedHIGH
Visual storytelling, younger demo
Instagram StoriesHIGH
Swipe-up potential, authentic feel
Instagram ReelsHIGHEST
Maximum viral reach
Instagram ExploreMEDIUM
Discovery mode users

messenger

Messenger InboxMEDIUM
Direct, personal reach
Messenger StoriesLOW
Lower engagement typically

Recommendation: Start with Automatic Placements, then optimize based on data after 1000 impressions per placement

Viral Creative Strategy

5 Winning Hooks (First 3 Seconds)

"Still swiping? Watch this."

Visual: Frustrated person swiping

"Your birthday reveals your soulmate"

Visual: Mystical calendar animation

"12,000 people found love this way"

Visual: Happy couples montage

"Know before first date"

Visual: Split screen: bad date vs happy couple

"Dating apps got it wrong"

Visual: Crossed out Tinder/Bumble logos

Perfect Video Structure (40 seconds)

0-3secHOOK - Stop the scroll

3-10secPROBLEM - Show pain (bad dates, wasted time, fake profiles)

10-20secSOLUTION - Introduce KNCSR technology

20-30secPROOF - Show testimonials, 1M mission, global community

30-40secCTA - Start 7-day free trial NOW

Video Format Specifications

9:16 Vertical Video

HIGHEST

Length: 15-30sec

Best for: Reels, Stories

1:1 Square Video

HIGH

Length: 30-45sec

Best for: Feed

16:9 Landscape Video

MEDIUM

Length: 45-60sec

Best for: In-stream

Carousel (5 slides)

MEDIUM

Length:

Best for: Feed

Call-to-Action Copy Examples

Primary CTA:

"Start Your 7-Day Free Trial"

"Find Your Match in 5 Minutes"

"Join 1M Compatible Connections"

Secondary Text:

"No charge for 7 days • Cancel anytime"

"Your cosmic match is waiting"

"Join the global compatibility movement"

Budget & Scaling Strategy

Phase 1: Creative Testing (Days 1-7)

$50-100/day

Goal

Find winning creative

Setup

Test 5 video variations with same audience

Success Metrics

CTR > 2%, CPM < $15, CPC < $2

Phase 2: Audience Scaling (Days 8-21)

$200-500/day

Goal

Find best audience segments

Setup

Winning creative across 6 audience types

Success Metrics

Cost per signup < $10

Phase 3: Conversion Optimization (Days 22+)

$500-2000/day

Goal

Maximize trial starts & paid conversions

Setup

Best creative + best audience + lookalike expansion

Success Metrics

ROAS > 3:1 (for paid subs)

Pro Tip: Once you hit $500/day profitably, increase budget by 20% every 3 days until performance dips

Advanced Viral Tactics

Lookalike Audiences (After 500 Conversions)

• 1% Lookalike of trial starters (most qualified)
• 1% Lookalike of paid subscribers (highest value)
• 1-3% Lookalike of video viewers (top funnel)
• 1% Lookalike of page engagers (warm audience)

Retargeting Sequences

• Day 1-3: Visited site, didn't sign up → "Still looking for your match?"
• Day 4-7: Started trial, didn't complete profile → "Complete your profile"
• Day 5-7: Trial ending soon → "Don't lose access to your matches"
• Day 8+: Trial expired → "Your perfect match is still waiting"

Social Proof Triggers

• Show real user testimonials (video if possible)
• Display "1,000,000 projected matches" stat
• "12,000+ people joined this month"
• Show diverse, real couples' success stories
• "Bias-free compatibility across 50+ countries"

Urgency & Scarcity

• "7-day trial ends soon" (for retargeting)
• "Limited beta access" (if true)
• "Your compatible matches are waiting now"
• "Don't waste another day on wrong matches"
• Countdown timers on trial expiration

Facebook Pixel Setup (Critical)

WARNING: Without proper pixel tracking, you cannot optimize campaigns or measure ROI

Standard Events to Track

Awareness Stage

• PageView (automatic)
• ViewContent (landing page)

Consideration Stage

• InitiateCheckout (start signup)
• AddToCart (select plan)

Conversion Stage

• CompleteRegistration (trial start) ⭐
• Purchase (paid subscription) ⭐⭐⭐

Engagement Stage

• Lead (profile completion)
• Search (first compatibility search)

Custom Conversion Events

Create these for advanced optimization:

• TrialDay3Active → User still engaged after 3 days (high intent)
• FirstMatchConnection → User accepted first match (product-market fit signal)
• ProfileComplete → User filled out full profile (commitment signal)
• VideoCallCompleted → Deep engagement, likely to convert

30-Day Testing & Scaling Schedule

Week 1

$350-700

Creative Testing

Test 5 video hooks
Test 3 headlines
Identify winner (CTR > 2%)

Week 2

$1,400-3,500

Audience Testing

Launch all 6 audience segments
2 creatives per audience
Track Cost Per Trial Start

Week 3

$3,500-7,000

Scaling Winners

Kill bottom 50% of ads
Double budget on winners
Launch lookalike audiences

Week 4

$7,000-14,000

Optimization & Expansion

Optimize placements
Add retargeting
Expand to new geos

Launch Checklist (Do This First)

HeartLib Meta Ads Blueprint

Campaign Level

Ad Set Level

Ad Level

Core Singles Audience

Recently Divorced / Second Chance

Busy Professionals

Spiritual Seekers

LGBTQ+ Community

Global Expats & Multicultural

Phase 1: English-Speaking Markets

Phase 2: Global Expansion (After Testing)

facebook

instagram

messenger

5 Winning Hooks (First 3 Seconds)

Perfect Video Structure (40 seconds)

Video Format Specifications

9:16 Vertical Video

1:1 Square Video

16:9 Landscape Video

Carousel (5 slides)

Call-to-Action Copy Examples

Phase 1: Creative Testing (Days 1-7)

Phase 2: Audience Scaling (Days 8-21)

Phase 3: Conversion Optimization (Days 22+)

Lookalike Audiences (After 500 Conversions)

Retargeting Sequences

Social Proof Triggers

Urgency & Scarcity

Standard Events to Track

Custom Conversion Events

Week 1

Week 2

Week 3

Week 4

Technical Setup

Creative Assets