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YourClient Paid Media Plan
YourClient - Complete Paid Media Plan
LMS-First Model | Saudi Arabia | Verbal Aptitude Test Preparation
Prepared by: YourAgency Agency - Media Strategy Division
Date: April 2026
Reference Budget: 15,000 SAR/month
Platform:.
LMS-first
Purchase-led media
Recovery layer
KSA only
Business model
Direct enrollment through the LMS
Key shift
WhatsApp is now rescue and recovery only
North star
Cost Per Paid Enrollment (CPPE)
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YourClient Paid Media Plan
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Key Business Truths
What the brief confirms before any media investment starts
What YourClient is
A Saudi education brand focused only on verbal aptitude preparation. The product is a structured paid learning program. The buyer is usually a parent; the user is usually a student. The market is KSA only.
Dimension
Earlier assumption
Confirmed model
Sales channel
Manual conversation path
LMS platform + checkout + payment
Purchase path
Unclear / manual close
Ad → page → cart → checkout → payment
WhatsApp role
Hypothetical close path
Rescue / recovery / objections only
Tracking
Weak / manual
Full funnel events and ROAS
Retargeting
Limited
Pixel-based at every funnel stage
Lists
Underused
Lookalikes, win-back, suppression
Optimization
Click-led
Purchase-led
Attribution
Weak
Possible with full event setup
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YourClient Paid Media Plan
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Executive Summary
The paid media system is built around prospecting, recovery, and re-engagement
Core strategy
Drive Saudi families to discover, explore, and purchase YourClient programs directly through the LMS. Organize paid media around cold acquisition, recovery, and re-engagement.
What the LMS changes
Every platform can now be measured by downstream purchase contribution. Creative testing can be tied to revenue, retargeting becomes event-based, and budget allocation can be guided by ROAS.
What media must do
Send each audience to the right page, optimize toward purchase or checkout intent, and reserve WhatsApp only for rescue cases where intent already exists.
Primary objective
Paid enrollments
North star metric
CPPE
Secondary metrics
ROAS + checkout rate
Customer list role
Acquisition + win-back
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YourClient Paid Media Plan
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Strategic Funnel Model
Three coordinated flows power the paid media system
1) Prospecting flow
Cold traffic → page → cart → checkout → purchase
Sources: TikTok, Meta, Search, YouTube, Snapchat
Destination: program, offer, or seasonal page
Outcome: direct enrollment through the LMS
Purchase is the primary optimization target
2) Recovery flow
Hesitation → retargeting → rescue → checkout recovery
Triggers: multi-visits, cart abandons, checkout starts with no purchase
Channels: Meta RT, GDN, WhatsApp, Telegram nudge
Outcome: recovered purchase
WhatsApp is the safety net, not the funnel destination
3) Re-engagement flow
Customer lists → re-entry campaigns → offer page → purchase
Source audiences: old leads, purchasers, warm users
Channels: Meta custom audiences, Customer Match, Telegram, WhatsApp win-back
Outcome: new purchase or upsell
Warm audiences should not see generic prospecting again
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YourClient Paid Media Plan
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Prospecting Funnel
Cold traffic acquisition from demand creation to purchase
Cold traffic sources
TikTok demand creation
Meta / IG prospecting
Google Search high-intent
YouTube trust
Snap recall
Landing destination
Program page
Offer page
Seasonal page
Matched to intent
Engagement
Program details
Intro video
Testimonials
Pricing view
Commerce
Add to cart
Initiate checkout
Complete payment
Outcome
Paid enrollment
YourClient Paid Media Plan
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Recovery Funnel
How hesitation is converted into recovered revenue
Trigger events
Visited without cart-add
Cart abandonment
Checkout start without payment
3+ visits with no action
Pricing section hesitation
Recovery channels
Meta / IG retargeting
GDN reminders
WhatsApp rescue
Telegram nudges
Recovery actions
Handle objections
Clarify the offer
Deliver social proof
Reinforce urgency
Push a direct checkout link
WhatsApp sequence
Message 1: quick rescue with direct link
Message 2: FAQ / reassurance
Message 3: final proof or urgency touch
Recovery rule
Never send cold audiences into WhatsApp. Use it only when a user has already shown intent and the goal is rescue, recovery, or objection handling.
YourClient Paid Media Plan
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Re-engagement Funnel
How old leads and customer lists are monetized
Source audiences
Previous purchasers
Old leads who never purchased
Warm audiences from past campaigns
Email / phone customer lists
Re-entry channels
Meta custom audiences
Google Customer Match
Telegram re-engagement
WhatsApp win-back
Destination
Offer page
Seasonal page
Updated program page
Checkout path
YourClient Paid Media Plan
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Platform Roles - Demand & Conversion
What TikTok, Meta / Instagram, and Snapchat each need to do
TikTok
Primary role: demand creation + top-of-funnel prospecting
Main objectives:
• Generate interest in verbal aptitude prep
• Drive traffic to program pages
• Test content angles at scale
Recommended: traffic + video view first, then conversion after pixel maturity
Do not use for: direct purchase campaigns from day one
Instagram / Meta
Primary role: conversion + retargeting + expat targeting + customer list activation
Main objectives:
• Drive purchases
• Retarget funnel drop-offs
• Activate customer lists
• Reach Arab expat families
Recommended: purchase / initiate-checkout campaigns, retargeting, lookalikes, and selective click-to-WhatsApp rescue
Do not use for: awareness spend with no commercial purpose
Snapchat
Primary role: consideration platform - attention, recall, and mid-funnel support
Main objectives:
• Build familiarity
• Increase recall
• Feed retargeting pools
• Support downstream conversion on other platforms
Recommended: awareness / swipe-up / site-visit campaigns
Do not use for: direct purchase evaluation by last-click ROAS only
YourClient Paid Media Plan
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Platform Roles - Search, Scale & Trust
Google Search, GDN, PMax, and YouTube
Google Search
High-intent capture + direct response
Capture existing demand through brand, generic, verbal-specific, and seasonal terms.
Do not use for broad awareness.
GDN
Retargeting / reminder layer
Keep YourClient visible to visitors who left without purchasing.
Do not use for cold acquisition.
PMax
Scale layer after readiness
Use only after tracking is validated, landing pages are tested, and 50+ purchases exist.
Do not launch at day one.
YouTube
Trust building + education + assisted conversion
Explain value, support purchase, and retarget viewers.
Do not judge on first-touch ROAS only.
YourClient Paid Media Plan
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Platform Roles - Rescue & Nurture
WhatsApp and Telegram sit around the core purchase funnel
Primary role: rescue / recovery / objection handling
Use for:
• abandoned checkout recovery
• parental objections
• high-intent non-buyers
• multi-visit hesitant users
Recommended: recovery-only click-to-WhatsApp and automated rescue sequences
Never use as: the primary sales channel or the cold-audience destination
Telegram
Primary role: nurture / community / re-engagement
Use for:
• educational content
• exam reminders
• student stories and updates
• warm-user reactivation
Rule: every commercial post should link back to the LMS
Never use as: a checkout replacement or a substitute for WhatsApp rescue
YourClient Paid Media Plan
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Audience Strategy - Demographic Segments
Three audience groups need different targeting logic and message framing
Saudi Nationals
Audience logic: Saudi Arabia, Arabic, local education / parenting signals
Motivations: exam success, family pride, admission
Objections: trust, differentiation, value
Best channels: TikTok, Search, Meta, Snapchat, YouTube
Best angle: verbal specialist with real Saudi student proof
Best destination: program page with Saudi testimonials
Arab Expats in Saudi Arabia
Audience logic: KSA location, Arabic language, non-Saudi origin signals where available
Motivations: Arabic-language support and local exam readiness
Objections: “Is this for us too?”
Best channels: Meta / Instagram first, then Search and YouTube
Best angle: inclusive Arabic preparation for any family in the Kingdom
Best destination: inclusive program page
Selected Non-Arab Expats
Audience logic: KSA location, English or other language signals, education interest
Motivations: non-native Arabic learners who still need exam success
Objections: language fit and confidence
Best channels: Meta / Instagram only as a test
Best angle: verbal aptitude can be learned step by step
Best destination: dedicated segment page if viable
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YourClient Paid Media Plan
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Audience Strategy - Funnel Segments I
Beginner, comparator, and urgent buyer
The Beginner Researcher
Profile: knows help is needed, but has not committed to any provider
Motivation: “I need to do something before the exam.”
Objection: too many options, no clear differentiation
Best channels: TikTok, Snapchat, YouTube
Best angle: educational authority + quick wins
CTA: “See how the verbal section works.”
Destination: educational program page with intro video
The Comparator
Profile: actively comparing 2–3 alternatives
Motivation: best value and strongest trust
Objection: “How is this different?”
Best channels: Search, Meta retargeting, YouTube
Best angle: specialist vs. generalist + proof
CTA: “See our student results.”
Destination: proof-heavy program page or comparison page
The Urgent Buyer
Profile: exam timing is near and the need is immediate
Motivation: speed and certainty
Objection: “Is there enough time?”
Best channels: Search, Meta conversion, WhatsApp rescue
Best angle: fast start and immediate next step
CTA: “Enroll now - the exam is in [X] days.”
Destination: urgency page or checkout-focused page
YourClient Paid Media Plan
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Audience Strategy - Funnel Segments II
Student influencer, returning user, abandoned checkout, and old leads
Student Influencer
Not the payer, but often drives the decision
Best channels: TikTok, Snapchat, Instagram
Best angle: relatable, visual, student-facing content
CTA: “Show this to your parents.”
Returning / Warm User
Visited or added to cart before
Best channels: Meta RT, GDN, WhatsApp, Telegram
Best angle: “Your cart is waiting.”
Destination: recovery / offer page
Abandoned Checkout
Was ready to buy but dropped
Best channels: WhatsApp, Meta RT, GDN
Best angle: direct rescue with a checkout link
Destination: checkout page only
Old Lead / Customer List
Past purchasers, old leads, past users
Best channels: Meta custom audiences, Customer Match, Telegram, WhatsApp
Best angle: what is new / why come back now
YourClient Paid Media Plan
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Messaging & Psychology Framework I
Parent, urgency, and comparison psychology
Parent-Oriented Psychology
What they want: success, admission, family pride, peace of mind
What they fear: wasting money, falling behind, making the wrong choice
What lowers resistance: social proof, authority, risk reduction, and making enrollment feel obvious
Best CTA: “Secure your child’s spot.”
Proof needed: named testimonials, before/after scores, parent reviews
Urgency Psychology
What they want: a reliable solution before the exam
What they fear: being too late
What lowers resistance: scarcity, loss aversion, quick payoff, and unfinished-loop prompts
Best CTA: “Enroll before [date].”
Comparison Psychology
What they want: confidence they picked the best option
What lowers resistance: anchoring, specialist vs. generalist framing, fewer choices, and small initial commitments
Best CTA: “See why families choose the specialist.”
YourClient Paid Media Plan
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Messaging & Psychology Framework II
Reassurance and recovery / hesitation psychology
Reassurance / Risk-Reduction Psychology
What they want: certainty that this will work
What lowers resistance: volume-based proof, specific proof, trial / preview experiences, easier switching, and honest positioning
Best CTA: “Try a free lesson - no commitment.”
Recovery / Hesitation Psychology
What they want: one more reason to say yes
What lowers resistance: progress framing, reciprocity, simpler checkout, direct prompts, and timely rescue
Best CTA for WhatsApp rescue: a direct message with help + checkout link
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YourClient Paid Media Plan
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Campaign Architecture Overview
Each platform needs a campaign structure that matches its role
Prospecting
Cold acquisition and demand creation
Consideration
Trust, recall, education, and mid-funnel support
Conversion
Purchase / initiate-checkout / direct-response campaigns
Retargeting
Site visitors, cart abandoners, checkout initiators
Recovery
WhatsApp rescue + checkout recovery
Customer Lists
Lookalikes, win-back, upsell, suppression
Seasonal
Exam countdown and time-bound demand
Competitor (later)
Search interception only after Phase 2
YourClient Paid Media Plan
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Campaign Architecture - TikTok & Meta
Core prospecting, conversion, and retargeting structures
TikTok bucket
Objective
Audience
Stage
TT-PROSP-BROAD
Traffic / Video Views
Broad Saudi 25–55 parents + education interests
TOFU
TT-PROSP-INT
Traffic / Video Views
Interest-based education / test prep / parenting
TOFU
TT-CONV-RETARGET
Conversions
Video viewers 75%+ and site visitors
MOFU
TT-SEASONAL
Traffic + Conversions
Broad + retargeting
Seasonal
Meta bucket
Obj.
Audience
Stage
META-PROSP-LAL
Purchase
1% lookalike of purchasers
TOFU/MOFU
META-PROSP-INT
Purchase
Interest-based education / parenting
TOFU
META-PROSP-EXPAT
Purchase
Expat targeting via Instagram-heavy placement
TOFU
META-CONV-RT-VISIT
Conversion
Site visitors (7d, no ATC)
Recovery
META-CONV-RT-ATC
Conversion
Added to cart, no checkout
Recovery
META-CONV-RT-IC
Conversion
Initiated checkout, no purchase
Recovery
META-CUST-WINBACK
Conversion
Old leads who never purchased
Re-engagement
META-CUST-UPSELL
Conversion
Previous purchasers
Re-engagement
META-WA-RESCUE
Click-to-WhatsApp
Checkout abandoners only
Recovery
META-SEASONAL
Conversion
Broad + retargeting
Seasonal
YourClient Paid Media Plan
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Campaign Architecture - Search, Snap & GDN
Intent capture, consideration support, and reminder layers
Search bucket
Keywords / targeting
Stage
Notes
GSEARCH-BRAND
Brand terms
BOFU
Always on - protect brand
GSEARCH-GENERIC
Category terms
MOFU/BOFU
Core demand capture
GSEARCH-VERBAL
Verbal-specific
MOFU/BOFU
Niche high-intent
GSEARCH-SEASONAL
Exam timing terms
BOFU
6–8 weeks pre-exam
GSEARCH-COMPETITOR
Competitor brand terms
MOFU
Phase 2+ only
Snapchat
Buckets:
• broad consideration
• interest-based consideration
• pixel retargeting
Evaluate by assisted value - not last-click ROAS.
GDN
Buckets:
• all visitors
• cart abandoners
• checkout initiators
Frequency cap and keep it retargeting-only.
YourClient Paid Media Plan
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Campaign Architecture - YouTube, WhatsApp & Telegram
Trust, rescue, and nurture mechanics
YouTube
Campaigns:
• YT-TRUST-BROAD (In-Stream)
• YT-RETARGET (In-Stream / Bumper)
• YT-VAC (Phase 2+)
Role:
• build trust
• explain value
• support retargeting and assisted conversion
Evaluation: view-through conversions + branded search lift
Not a media platform - a rescue mechanism
Trigger examples:
• checkout start with no payment
• 3+ visits with no purchase
• cart abandon in 24h
• retargeting engagement without conversion
Use direct links and FAQ / reassurance sequences.
Telegram
Not a checkout replacement
Use it for:
• exam tips and verbal tricks
• seasonal offer pushes
• student stories
• reminders and re-engagement
Commercial posts should always link back to the LMS.
YourClient Paid Media Plan
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Creative Strategy - Message Pillars
Twelve pillars define what the creative system needs to test
1. Verbal specialization
2. Results & proof
3. Student testimonials
4. Parent reassurance
5. UGC reactions
6. Influencer / KOL
7. Founder / teacher authority
8. Quick wins / tips / mistakes
9. Urgency / exam countdown
10. Comparison vs. generic alternatives
11. Motion graphics explainers
12. Path clarity after enrollment
YourClient Paid Media Plan
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Creative Testing Plan
Formats, volume, refresh cadence, and fatigue rules
Platform
Best formats
Ratio
Duration
TikTok
UGC, tips, teacher, motion
9:16
15–45s
Meta feed
Carousel, static, video
1:1 / 4:5
15–30s
Stories / Reels
UGC, urgency, reactions
9:16
15–30s
Snapchat
Story ads, single video
9:16
10–20s
YouTube
Explainer, walkthrough, testimonials
16:9
30–120s
GDN / Search
Display / text only
various
n/a
Refresh cadence
TikTok: every 2 weeks
Meta / Snap: every 3–4 weeks
YouTube: every 6–8 weeks
Fatigue indicators
CTR drops 20%+
CPM rises 30%+
Frequency spikes
Negative / repetitive comments
YourClient Paid Media Plan
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Landing Page & Conversion Path Mapping
Traffic sources and audience segments should not share one generic destination
Page type
Purpose
When to use
Homepage
Brand introduction and overview
Brand search, direct, general awareness
Program Page
Curriculum, proof, pricing, CTA
Core paid traffic destination
Offer Page
Time-limited or price-led proposition
Re-engagement and promotions
Urgency Page
Countdown and fast-track messaging
4–6 weeks before exams
Checkout-Focused Page
Complete payment with minimal friction
Cart / checkout retargeting
Recovery Page
Objections, reassurance, FAQ
WhatsApp rescue returns
Comparison Page
Specialist vs. generalist framing
Competitor search traffic
YourClient Paid Media Plan
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Tracking & Attribution Plan
Optimization only works if the team can see what happens after the click
Event
Trigger
Priority
Used for
page_view_program
Any program page view
Med
Funnel entry measurement
add_to_cart
Program added to cart
High
Retargeting + mid-funnel signal
initiate_checkout
Checkout starts
High
Bottom-funnel signal
purchase
Payment completes
Critical
Primary optimization + ROAS
whatsapp_rescue_start
Rescue click or message
Med
Recovery measurement
checkout_recovery_complete
Rescued user completes purchase
High
Recovery attribution
recovered_purchase
Purchase tied to recovery flow
High
Recovery ROI
Reporting rhythm
Weekly: spend, purchases, funnel rates, rescue data, top / bottom creatives
Monthly: assisted conversions, ROAS by platform, audience performance, branded search trend
YourClient Paid Media Plan
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KPI Framework
Business, funnel, recovery, and media metrics need separate roles
Business KPIs
Paid enrollments
Cost Per Paid Enrollment (CPPE)
ROAS
Checkout completion rate
Funnel KPIs
Program page visit rate
Add-to-cart rate
Checkout initiation rate
Purchase rate
Step-by-step drop-off
Recovery KPIs
Rescue starts
Recovered checkouts
Recovered purchases
Recovery conversion rate
Media KPIs
CPM
CPC
CTR
LPV
Hook rate
Frequency
Platform
Primary KPI focus
Secondary KPI focus
TikTok
Hook rate, CTR, LPV
Completion rate, ATC later
Meta
CPPE, ROAS, ATC, IC
CTR, CPM, frequency
Snapchat
Reach, CPM, swipe-up rate
Site visits, branded search lift
Google Search
CPPE, ROAS, CVR, impression share
CPC, CTR, quality score
YouTube
View rate, view-through conv.
Branded search lift
Rescue rate, recovered purchase value
Response rate, time to recovery
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Budget Scenarios
Lean, Base, and Scale-ready media mixes
Lean - 10k SAR
SAR
%
Notes
Google Search
3,500
35
Brand + Generic + Verbal
Meta
3,000
30
Conversion + retargeting
TikTok
1,500
15
3–4 creative tests
Testing reserve
1,000
10
Creative / audience tests
Recovery
500
5
WhatsApp rescue
GDN
500
5
Minimal reminder layer
Base - 15k SAR
SAR
%
Notes
Google Search
4,500
30
Brand + Generic + Verbal + Seasonal
Meta
4,000
27
Full funnel + lists
TikTok
2,500
17
5–6 creative angles
Snapchat
1,000
7
Consideration
YouTube
1,000
7
Trust
GDN
500
3
Retargeting
Testing
1,000
7
Creative / LP tests
Recovery
500
3
API + rescue automation
Scale-ready - 25k SAR
After Phase 2 validation: Search 6,000 · Meta 7,000 · TikTok 4,000 · Snapchat 1,500 · YouTube 2,000 · PMax 2,000 · GDN 800 · Testing 1,200 · Recovery 500
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YourClient Paid Media Plan
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90-Day Testing Roadmap
Readiness, launch, optimization, and scale
Phase 0 - Readiness
Days -14 to 0
Validate checkout, tracking, pixels, audiences, customer lists, WhatsApp rescue triggers, landing pages, and 12–15 launch assets before any ad spend starts.
Phase 1 - Launch
Days 1 to 30
Start with Google Search, Meta, and TikTok. Add Snapchat, YouTube, GDN, and customer list campaigns as pools and assets mature. Establish CPPE and funnel baselines.
Phase 2 - Optimization
Days 31 to 60
Kill weak creatives, expand top audiences, improve landing pages, deepen retargeting, test new pillars, evaluate Snapchat’s assisted value, and scale rescue flows.
Phase 3 - Scale
Days 61 to 90
Increase budget on proven platforms, activate PMax if readiness criteria are met, add competitor campaigns if justified, and move toward the scale-ready scenario.
YourClient Paid Media Plan
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Scale / Pause / Kill Rules
Operating rules that keep budget disciplined and performance-driven
Scale rules
Action
CPPE 30% below target for 2 weeks
Increase budget by 20–30%
Audience CPPE beats platform average for 10+ days
Expand that audience
Platform ROAS is 2x another platform for 2 weeks
Shift 15–20% budget toward it
Retargeting pools grow but are budget-capped
Increase retargeting allocation
Seasonal demand spikes
Apply a temporary seasonal budget boost
Pause / kill rules
Action
CPPE 50% above target for 10 days
Pause and diagnose
CTR < 0.5%
Pause and replace creative
Zero purchases after 2,000 impressions / 20 clicks
Pause audience
Platform shows no purchases after 30 days
Kill and reallocate
Creative angle fails in 3+ variations
Kill angle for 60 days
Rotation rules
TikTok: refresh after 3 weeks max
Meta: refresh after 4 weeks max
Refresh immediately if CPM rises or negative comments repeat
Promotion rules
Promote a test platform to core when CPPE stays within 20% of target for 3 weeks. Demote a core platform if CPPE degrades 40%+ for 3 weeks.
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Risks, Assumptions & Dependencies
What must be true before paid media can scale safely
Assumption
Risk if wrong
Mitigation
Checkout and payment work reliably
The funnel breaks
End-to-end test before spend
Customer lists are clean
Lists underperform or fail to populate
Clean and segment before upload
Tracking is correct before launch
No optimization possible
Dedicated QA sprint
Pages are mobile-fast
Bounce kills conversion
Test on Saudi 4G; target <3s
Creative volume is sufficient
Early fatigue kills learning
Build a backlog before launch
Positioning is differentiated
Messaging does not stick
Validate with interviews
Budget is committed for 90 days
Plan never reaches optimization
Secure commitment upfront
Measurement gaps to watch
Missing CAPI, purchase event without value, cross-device leakage, no view-through interpretation, and untagged WhatsApp rescue links all distort performance.
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Failure Points & Final Notes
Where the funnel can leak and what will decide success
Leak point
Warning sign
Action
Program page → Add to Cart
ATC rate < 5%
Improve pricing clarity, proof, CTA visibility, page speed
Add to Cart → Initiate Checkout
IC rate < 40%
Simplify cart, reduce steps, add trust badges
Initiate Checkout → Purchase
Purchase rate < 35%
Investigate payments, form friction, options, rescue trigger
Click → LPV
LPV rate < 60%
Fix load speed and mobile experience
The three things that will determine success or failure
1) Tracking readiness - if tracking is broken, nothing else matters.
2) Creative volume and quality - paid growth in 2026 is won on creative.
3) Funnel conversion rate - if the page and checkout do not convert, media spend cannot save the system.
This plan is designed to be handed directly to a media buying team for execution. Every section is actionable, measurable, and decision-ready.
End of Plan · Document Version 1.0 · April 2026 · YourAgency Agency · Model: LMS-First with Recovery Layer