Paid Advertising Proposal

1. Executive Summary

Factor LED is a Karachi-based LED lighting manufacturer in Pakistan and part of the Factor Group. The company designs and manufactures residential, commercial, industrial, and architectural lighting — including COB series lights, LED bulbs, downlights, track lights, tubelights, panel lights, flood lights, industrial high-bay lighting, street lights, and premium product lines — with nationwide distribution across major cities in Pakistan.

Factor LED's digital presence spans its website (factorled.pk), Facebook (Factor LED), and Instagram (@factorledpk). Existing digital, social, and creative resources will continue to support organic content, website management, and brand communications.

The purpose of this proposal is not to replace or duplicate those activities. Instead, the proposed paid advertising strategy will work alongside Factor LED's existing digital and creative resources to build a structured, measurable customer and lead acquisition system through Google Ads and Meta Ads.

The strategy will focus on reaching potential customers at different stages of the buying journey—from people discovering Factor LED and its product range to customers actively searching for LED lighting solutions and commercial buyers seeking products or quotations for their projects.

A monthly advertising budget of PKR 750,000 is proposed across Google and Meta platforms. Budget allocation will be actively managed based on campaign performance rather than being permanently fixed between individual campaigns or platforms.

The initial engagement will follow a 90-day performance marketing strategy, divided into three phases:

The overall objective is to move beyond simply generating impressions, clicks, or low-quality inquiries and build a paid advertising system that increasingly contributes to qualified leads, commercial opportunities, customer acquisition, and measurable business growth.

2. Campaign Objectives

The proposed advertising strategy will focus on five primary objectives.

2.1 Generate Qualified Leads

The primary objective will be to generate relevant inquiries from potential customers who demonstrate genuine interest in Factor LED products and lighting solutions.

Lead-generation opportunities may include:

• Product inquiries
• Price and quotation requests
• WhatsApp inquiries
• Website contact/form submissions
• Commercial and project inquiries
• Institutional and municipal project inquiries
• Wholesaler and distributor inquiries

Campaign performance will therefore be evaluated not only on the total number of leads generated but, where sales feedback is available, on the quality and commercial potential of those leads.

2.2 Capture Existing Purchase Intent

Google Search campaigns will target potential customers who are already actively searching for LED lighting products and solutions.

This will allow Factor LED to appear at the moment potential customers are searching for relevant products such as residential lighting, commercial lighting, industrial lighting, architectural lighting, outdoor lighting, flood lights, high-bay lights, downlights, COB series lights, track lights, tubelights, panel lights, street lights, and premium LED solutions.

This part of the strategy will focus strongly on high-intent traffic, where the probability of an inquiry or purchase opportunity is higher than with general awareness advertising.

2.3 Build Brand Awareness Among Relevant Audiences

A controlled portion of the advertising budget will be used to increase Factor LED's visibility among relevant audiences through Facebook and Instagram.

Rather than pursuing reach for its own sake, awareness campaigns will support the wider performance strategy by introducing the brand, products, and applications to audiences that may later become customers.

This may include showcasing:

• Residential lighting solutions
• Commercial lighting
• Industrial lighting
• Architectural lighting
• Premium product lines
• Outdoor and street lighting
• Product features and applications
• Completed installations and projects
• Municipal and institutional projects
• New product launches
• Free consultation and installation capability, where promoted by Factor LED
• Factor LED brand positioning

Users who engage with these campaigns can subsequently become part of the remarketing funnel.

2.4 Develop Commercial, Project & B2B Opportunities

A dedicated component of the strategy will target higher-value opportunities beyond individual consumer purchases.

Relevant audiences may include:

• Contractors
• Builders and developers
• Architects and architectural specifiers
• Interior designers
• Electrical professionals
• Commercial businesses
• Factories and warehouses
• Project managers
• Electrical retailers
• Wholesalers and distributors
• Municipal and government bodies
• Institutional buyers

These audiences will be separated from general consumer campaigns wherever practical so that advertising messages, landing experiences, and lead qualification can be tailored to their specific requirements.

The objective is to create opportunities for larger orders, project quotations, recurring commercial business, and potential distribution relationships.

2.5 Build a Remarketing & Conversion Funnel

Not every potential customer will make an inquiry during their first interaction with Factor LED.

Remarketing campaigns will therefore be developed to reconnect with users who have previously demonstrated interest, including:

• Website visitors
• Product-page visitors
• Facebook and Instagram engagers
• Video viewers
• Previous advertising visitors
• Users who begin but do not complete a lead action, where technically trackable

Remarketing will use stronger conversion-focused messaging to encourage these audiences to return, request information, contact the sales team, obtain a quotation, or take another relevant conversion action.

The broader paid advertising journey will therefore operate as:

Awareness → Interest → Website/Product Engagement → Inquiry → Qualified Lead → Sales Opportunity → Customer

Where Factor LED can provide sales outcome data, campaign optimization and reporting can progressively move beyond advertising metrics and toward actual business outcomes.

3. 90-Day Strategic Direction

The first 90 days will be treated as a structured performance-development period rather than three isolated monthly campaigns.

Days 1–30: Foundation & Learning

The first phase will focus on establishing the advertising infrastructure and generating reliable baseline data.

Key priorities will include tracking verification, campaign setup, keyword research, audience development, initial creative selection, conversion configuration, campaign launch, and early optimization.

The objective of this phase is to answer:

Which products, searches, audiences, messages, and platforms are generating the strongest opportunities?

Days 31–60: Optimization & Lead Quality

During the second phase, advertising decisions will increasingly be driven by the data collected during the first month.

Budget will begin shifting toward stronger-performing campaigns, keywords, and audiences.

Low-performing searches and placements will be reduced or excluded, while campaign messaging, bidding, targeting, and creatives will continue to be tested.

Where Factor LED's sales team can provide lead-quality feedback, optimization will increasingly focus on cost per qualified lead rather than cost per lead alone.

Days 61–90: Scale & Consolidation

During the third phase, the strategy will focus on scaling proven opportunities.

Budgets may be increased within successful campaigns, high-performing keyword groups and audiences may be expanded, and remarketing activity will be strengthened.

By the end of the initial 90-day period, the objective is to have enough performance data to determine:

• Which platform produces the strongest results
• Which product categories attract the highest-value demand
• Which campaigns produce qualified leads
• Which audiences provide the best opportunities
• Which keywords deserve increased investment
• Which creative approaches generate stronger responses
• Approximate acquisition benchmarks
• How future advertising budgets should be allocated

The findings from the first 90-day period will form the basis of the ongoing advertising and scaling strategy.

90-Day Paid Advertising Roadmap

The initial 90-day engagement will follow a structured three-phase approach designed to move from campaign setup and market learning toward optimization, lead-quality improvement, and scalable performance.

90-Day Performance Journey

End-of-90-Day Objective

By the end of the initial strategy period, Factor LED should have a clearer understanding of:

• Which platforms generate the strongest opportunities
• Which products and categories attract higher-value demand
• Which Google searches produce qualified inquiries
• Which Meta audiences and creatives perform most effectively
• Which cities and regions demonstrate stronger performance
• Approximate CPL and, where measurable, CPQL
• Which campaigns deserve additional investment
• How the next phase of the paid advertising budget should be allocated

The objective is to transform the initial advertising investment into a data-driven, measurable and scalable customer acquisition framework.

4. Target Audience & Customer Segmentation

Factor LED serves multiple customer segments with different purchasing requirements, order values, and decision-making processes. Campaign structures will align with Factor LED's product range — 15+ product lines across 16 categories as published on factorled.pk.

For this reason, paid advertising will not treat all potential customers as a single audience. Campaigns, messaging, and conversion paths will be segmented according to customer intent and commercial value.

4.1 Residential / B2C Customers

This segment includes individual consumers searching for lighting products for homes, apartments, and other residential applications.

Potential requirements may include:

• LED bulbs
• Downlights
• COB series lights
• Panel lights
• Track lights
• Tubelights
• Premium residential lines
• Decorative and general lighting
• Outdoor residential lighting
• Replacement or energy-efficient lighting

4.2 Commercial & Project Customers

This will be treated as a strategically important segment because commercial and project-based customers may represent significantly higher order values than individual residential purchases.

Potential audiences include:

• Builders
• Contractors
• Architects and architectural specifiers
• Interior designers
• Electrical consultants
• Project managers
• Offices
• Retail businesses
• Shopping centres
• Hotels and restaurants
• Schools and institutions
• Factories
• Warehouses
• Industrial facilities

Campaign messaging for these audiences will focus more heavily on application, reliability, energy efficiency, product availability, free consultation, installation support (where offered), and quotation/project requirements rather than general consumer messaging.

4.3 Wholesalers, Retailers & Distributors

Wholesaler and distributor acquisition should operate separately from consumer lead generation, aligned with Factor LED's nationwide distribution model and the Wholesaler customer type on factorled.pk/contact.

Potential audiences include:

• Electrical retailers
• Lighting stores
• Electrical wholesalers
• Existing industry distributors
• Business owners operating within relevant markets

Where commercially appropriate, dedicated campaigns can be developed around partnership messaging such as:

• Partner with Factor LED
• Become a Factor LED Distributor
• Wholesale LED Lighting Solutions

Messaging and lead pathways will be confirmed with Factor LED to ensure alignment with official partnership terminology.

Wholesaler/distributor campaigns should use separate lead forms or inquiry pathways so these opportunities can be measured independently from product inquiries.

4.4 Institutional & Municipal Customers

This segment targets higher-value institutional, civic, and infrastructure opportunities, including municipal street lighting and large-scale institutional projects.

Potential audiences and applications include:

• Municipal corporations and local government bodies
• Government departments and public-sector projects
• Schools, colleges, and universities
• Hospitals and healthcare facilities
• Housing societies and gated communities
• Infrastructure contractors fulfilling civic tenders
• Street lighting and outdoor public-space projects

Relevant product applications may include:

• LED street lights
• Solar street lighting
• Outdoor and civic lighting
• Commercial and institutional flood lighting
• Energy-efficient public infrastructure lighting

Campaign messaging may reference Factor LED's experience in institutional supply — including municipal and civic lighting projects — as approved by Factor LED for use in advertising.

5. Paid Advertising Funnel

The proposed advertising system will target potential customers at different stages of the buying journey.

Stage 1 — Awareness

Objective: Introduce Factor LED and its product range to relevant new audiences.

The objective is not simply to generate impressions but to create audiences that can later be moved deeper into the advertising funnel.

Stage 2 — Demand Capture & Consideration

Potential customers actively researching lighting products or demonstrating relevant interests will receive more product-focused advertising.

Google Search will play a particularly important role at this stage because it allows Factor LED to reach users actively searching for relevant lighting products and solutions.

Meta campaigns can simultaneously introduce specific product categories and applications to relevant audiences.

Stage 3 — Lead Generation

Users demonstrating stronger purchase intent will be directed toward measurable conversion actions.

These may include:

• WhatsApp inquiry
• Phone call
• Request for quotation
• Website inquiry form (factorled.pk/contact)
• Product inquiry
• Free consultation request
• Commercial/project inquiry
• Institutional sector inquiry
• Wholesaler/distributor inquiry

Lead sources will be tracked separately wherever technically possible.

Stage 4 — Remarketing

Users who interact with Factor LED but do not immediately convert will enter remarketing audiences.

These audiences may receive more direct calls to action, product reminders, project-related messaging, or quotation-focused advertising.

Stage 5 — Qualified Lead & Sales Opportunity

Where Factor LED's sales team can provide lead outcome information, advertising performance will progressively be evaluated beyond basic lead volume.

The preferred measurement structure will be:

Lead → Qualified Lead → Sales Opportunity → Customer

This will allow future advertising decisions to prioritize lead quality and commercial value rather than simply generating the lowest possible cost per inquiry.

6. Google Ads Strategy

Google Ads will be one of the primary customer acquisition channels because it allows Factor LED to capture existing market demand.

The strategy will prioritize Search campaigns during the initial 90-day period.

6.1 Campaign Structure

The initial Google Ads account may include the following campaign groups.

Campaign 1 — Brand Search

Target searches directly related to Factor LED and relevant branded product searches.

Purpose:

• Protect branded search visibility
• Capture users already familiar with Factor LED
• Direct users toward appropriate website pages
• Measure branded search demand separately

Campaign 2 — Residential / Product Search

Campaigns will target searches related to Factor LED's consumer and general lighting categories.

Keywords will be organized into tightly related groups based on actual search demand and available product categories.

Potential categories include:

• LED bulbs
• Downlights
• COB series lights
• Panel lights
• Track lights
• Tubelights
• Premium product lines
• Indoor LED lighting
• Outdoor LED lighting

Rather than sending all traffic to the homepage, advertisements should direct users to the most relevant available product or category page on factorled.pk wherever possible.

Campaign 3 — Commercial, Industrial & Architectural Search

This campaign will target higher-value commercial, industrial, and architectural requirements.

Potential search themes include:

• Commercial LED lighting
• Industrial LED lighting
• Architectural LED lighting
• Warehouse lighting
• Factory LED lighting
• High-bay / highbay lighting
• Commercial flood lights
• Track lighting solutions
• Energy-efficient commercial lighting

The campaign will prioritize quotation and project inquiries rather than general website traffic.

Campaign 4 — Outdoor, Street & Institutional Lighting

Depending on available search volume, outdoor, street, and institutional products may operate as a dedicated campaign.

Potential themes include:

• LED street lights
• Solar street lighting
• Outdoor LED lighting
• LED flood lights
• Municipal street lighting
• Institutional lighting
• Project lighting
• Commercial outdoor lighting

Separating these searches will allow their performance and budget requirements to be evaluated independently.

Campaign 5 — Wholesaler / Distributor Search

Where sufficient search demand exists, dedicated campaigns may target users searching for LED suppliers, manufacturers, wholesale opportunities, or distribution partnerships.

This campaign will use business-focused messaging aligned with Factor LED's wholesaler and distribution model rather than consumer product messaging.

6.2 Priority Google Search Keyword Themes

Google Search campaigns will target users actively looking for LED lighting products, solutions, and suppliers in Pakistan. The following keyword themes represent priority search areas for the initial 90-day period. They will be organized into tightly related ad groups — not deployed as a single undifferentiated keyword list.

Final keyword selection, match types, and bid strategy will be determined during setup based on search volume, competition, cost per click, and conversion performance.

A. Manufacturer & Brand Intent

These searches indicate users looking for a trusted Pakistani manufacturer or researching Factor LED directly.

B. Product-Specific Intent

These searches reflect clear interest in specific Factor LED product lines published on factorled.pk.

Spelling and phrasing variants (e.g. high bay, highbay, high-bay) will be grouped within the same ad groups where appropriate.

C. Category & Application Intent

These searches reflect buyers researching lighting by use case, sector, or application.

D. Broad Market Intent

These searches are relevant to Factor LED's nationwide positioning but tend to be broader in intent. They will be targeted with controlled budgets, appropriate match types, and ongoing negative keyword management.

Advertisements for broad-intent terms will direct users to the most relevant category or product page on factorled.pk rather than the homepage wherever possible.

E. Channel & B2B Intent

These searches may indicate bulk buyers, trade customers, or businesses exploring wholesale and distribution relationships.

Keyword Theme Summary

The following priority themes will anchor the initial Google Search structure:

1. LED lights in Pakistan
2. Commercial LED lights
3. LED flood lights
4. Industrial LED lighting
5. LED high bay lights
6. COB lights
7. LED street lights
8. LED downlights
9. LED lighting supplier
10. LED lighting manufacturer Pakistan

Additional product, category, and long-tail keywords will be identified during keyword research and added according to search demand and commercial relevance.

6.3 Keyword Strategy

Keyword selection will focus on commercial relevance and search intent rather than generating the maximum possible traffic. Priority themes defined in Section 6.2 will form the foundation of the initial Google Search structure.

Keywords will be evaluated according to:

• Search intent
• Product relevance
• Commercial potential
• Search volume
• Competition
• Cost per click
• Conversion performance

Search Terms Reports will be reviewed regularly. Irrelevant searches will be added as negative keywords to reduce wasted advertising spend.

Broad-intent themes such as LED lights in Pakistan will be monitored closely to ensure traffic quality remains commercially relevant.

6.4 Geographic Targeting

Initial campaign geography will target major cities across Pakistan, aligned with Factor LED's nationwide distribution network and ability to fulfil inquiries.

Factor LED serves customers nationwide through distribution and delivery to major urban centres. Performance can subsequently be analyzed by:

• City
• Region
• Campaign
• Product category

Higher-performing locations may receive increased investment while weaker locations can be reduced or excluded, subject to Factor LED's commercial priorities and fulfilment capacity.

6.5 Google Conversion Tracking

Where technically available, Google Ads will track meaningful actions rather than website visits alone.

Potential conversions include:

• Form submissions
• WhatsApp clicks
• Phone-call actions (+92 332 5555990)
• Quotation requests
• Free consultation requests
• Wholesaler inquiries
• Institutional sector inquiries
• Commercial/project inquiries

Phone and WhatsApp contact details will be confirmed with Factor LED during tracking setup to ensure accurate conversion measurement.

The objective is to allow Google Ads optimization to progressively focus on users most likely to generate meaningful business actions.

7. Meta Ads Strategy

Meta advertising will cover Facebook and Instagram.

Meta will primarily be used for:

Demand Creation + Lead Generation + Remarketing

rather than relying on broad awareness campaigns alone.

7.1 Meta Lead Generation Campaigns

Lead campaigns will be developed for relevant customer segments.

Two conversion routes should initially be tested.

Meta Instant Forms

Potential customers can submit their information without leaving Facebook or Instagram.

Lead forms will be aligned, where practical, with the inquiry structure on factorled.pk/contact, including:

• Full name
• Phone number
• Email (optional)
• City
• Company / shop name
• Customer type (e.g. Institutional Sector · Wholesaler · General inquiry)
• Query / project details (scope, quantity, timeline where relevant)

Forms can include additional qualifying questions for commercial, institutional, or project leads — such as lighting requirement, project type, or approximate quantity — while remaining concise enough to avoid unnecessary abandonment.

WhatsApp Lead Campaigns

Click-to-WhatsApp advertising should also be tested because customers may prefer discussing lighting requirements directly with a sales representative.

WhatsApp may be particularly suitable for:

• Product availability questions
• Pricing inquiries
• Quotation requests
• Commercial and institutional projects
• Wholesaler inquiries

The official WhatsApp number will be confirmed with Factor LED during campaign setup. Phone contact (+92 332 5555990) may also be used as a conversion route where appropriate.

Performance should be compared against Instant Forms based on both cost and lead quality.

8. Meta Campaign Segmentation

Campaign A — Residential / Product Advertising

Product-focused campaigns aimed at potential residential customers.

Content can include:

• Product images
• Short product videos
• Product benefits
• Application examples
• New launches
• Energy-efficiency messaging

Campaign B — Commercial, Architectural & Project Lead Generation

Dedicated campaigns for businesses, architectural specifiers, and project-related customers.

Messaging should focus on:

• Commercial applications
• Industrial applications
• Architectural lighting solutions
• Project requirements
• Product reliability
• Energy efficiency
• Lighting solutions
• Free consultation
• Installation support, where offered
• Request for quotation

Campaign C — Wholesaler & Distributor Acquisition

Separate campaigns may be developed to attract relevant businesses interested in wholesale or distribution partnerships, aligned with Factor LED's nationwide distribution model.

These leads should be tracked separately from normal product inquiries.

Campaign D — Brand Awareness & Video

A controlled portion of the budget may be used to introduce Factor LED to relevant new audiences.

The campaign may use:

• Brand videos
• Product/application videos
• Installation content
• Project content
• New launches
• Experience-focused content

Users who meaningfully engage with this content can subsequently enter remarketing audiences.

Campaign E — Institutional & Municipal Lead Generation

Dedicated campaigns for institutional buyers, civic bodies, and large-scale infrastructure projects.

Messaging should focus on:

• Municipal and street lighting
• Institutional sector applications
• Energy-efficient public infrastructure
• Project supply and tender fulfilment
• Request for quotation

9. Remarketing Strategy

Remarketing will operate across both Google and Meta where audience size, consent, and platform eligibility permit.

Potential remarketing audiences include:

• All website visitors
• Specific product/category visitors
• Commercial product visitors
• Previous Google Ads visitors
• Facebook page engagers
• Instagram account engagers
• Video viewers
• Lead-form openers who did not submit
• Relevant previous leads, where legally and technically appropriate

Remarketing messaging will generally be more conversion-focused than initial prospecting advertising.

Potential calls to action include:

• Request a Quotation
• Book a Free Consultation
• Discuss Your Lighting Project
• Explore Factor LED Products
• Contact Factor LED
• Partner with Factor LED — Wholesaler / Distributor

Remarketing frequency and audience exclusions will be actively managed to reduce unnecessary repetition and wasted spend.

10. Initial Media Budget Framework

Total Monthly Media Budget

PKR 750,000

Approximate 30-day average: PKR 25,000 per day

The daily amount represents an average planning benchmark. Actual daily expenditure may vary according to demand, campaign performance, and optimization requirements.

Initial Budget Allocation

The recommended initial allocation reflects Factor LED's position as a manufacturer with strong search demand, priority Google keyword themes (Section 6.2), and an existing organic social presence. Google Search receives the largest platform share to capture high-intent demand; Meta remains important for WhatsApp and lead-form conversions in the Pakistan market.

Budget by Platform & Strategic Purpose

Google Search Sub-Allocation

Within the 55% Google Search allocation (PKR 412,500), budget is divided as follows:

Brand search protection and wholesaler/B2B keyword themes (e.g. LED lighting manufacturer Pakistan, LED lighting supplier) will be managed within the Google Search structure — primarily within the commercial/B2B allocation and brand campaign groups defined in Section 6.1.

Phased Budget Approach (90 Days)

The recommended allocation above is the target framework for the engagement. Spend may be phased during the first 90 days as audiences develop and performance data becomes available:

During Month 1, remarketing audiences will still be building, so a lower remarketing share and a higher testing reserve allow more room for keyword, audience, and conversion-route experimentation. From Month 2 onward, budget will shift toward proven Google Search campaigns and stronger remarketing pools, in line with the target allocation table above.

Dynamic Budget Management

The initial budget allocation is a strategic starting point and will not operate as a permanently fixed distribution. Budget will be progressively reallocated according to actual performance.

Examples:

• If Google Commercial Search produces a significantly higher percentage of qualified project inquiries, additional investment may be shifted toward those campaigns — potentially increasing Google Search toward 60% of total media spend in Months 2–3.
• If a Meta campaign produces inexpensive leads but those leads consistently demonstrate poor commercial quality, its budget may be reduced despite a low CPL.
• If a particular product category, city, keyword group, audience, or creative demonstrates stronger conversion performance, additional budget may be allocated toward that opportunity.

The optimization principle:

Test → Measure → Identify Winners → Reallocate → Scale

The objective is not to spend each campaign's original allocation regardless of results. The objective is to deploy the PKR 750,000 monthly media investment where it produces the strongest measurable business opportunity.

This allocation represents the initial strategic framework, not a permanently fixed distribution. Budget may also be moved between campaigns, products, and platforms based on:

• Cost per qualified lead
• Conversion rate
• Search demand
• Lead quality
• Campaign performance
• Sales feedback
• Seasonal opportunities

11. Creative Collaboration with Factor LED

Factor LED's existing social media, website, and creative resources will remain responsible for regular organic content production and general brand communications across factorled.pk, Facebook, and Instagram.

Paid advertising management will work alongside these resources.

Advertising requirements and creative recommendations may be provided based on campaign performance, including requests for:

• Product photography
• Short-form videos
• Product demonstrations
• Installation/project footage
• Commercial application visuals
• Customer testimonials
• Wholesaler/distributor-related creatives
• Institutional and municipal project visuals
• Promotional material

Existing content may also be adapted for advertising where appropriate.

This structure avoids duplication of Factor LED's existing digital and creative resources while allowing the paid media strategy to benefit from a continuous supply of relevant creative assets.

12. Campaign Optimization Approach

Campaigns will not simply be launched and left running throughout the month.

Ongoing management will include:

• Budget monitoring and reallocation
• Search-term analysis
• Negative keyword management
• Bid and keyword optimization
• Audience performance analysis
• Geographic performance analysis
• Ad copy testing
• Creative performance analysis
• Lead-cost monitoring
• Conversion-rate monitoring
• Remarketing optimization
• Underperforming campaign reduction
• Scaling of successful campaigns

Optimization decisions will prioritize sustainable performance rather than spending the full budget regardless of results.

Where campaigns demonstrate stronger qualified-lead performance, additional budget may be reallocated toward those opportunities.

Where campaigns consistently fail to generate commercially relevant results, their budgets may be reduced, paused, or redirected.

The overall objective is therefore not simply to spend PKR 750,000 per month, but to continuously improve the efficiency and commercial value generated from that investment.

13. Performance Measurement & KPIs

Paid advertising performance will be measured using a combination of advertising metrics, conversion metrics and, where Factor LED provides sales feedback, lead-quality and commercial metrics.

The objective will not be to optimize campaigns solely for impressions, clicks or the lowest possible cost per lead. Wherever sufficient data is available, optimization will progressively move toward qualified leads and meaningful business opportunities.

13.1 Primary Performance KPIs

The following KPIs will be monitored throughout the engagement.

Cost Per Lead (CPL)

The average advertising cost required to generate an inquiry or lead.

Formula: Advertising Spend ÷ Total Leads = Cost Per Lead

CPL will be monitored separately across Google Ads, Meta Ads and major campaign categories.

A lower CPL will not automatically be considered better if the resulting leads are of poor quality.

Qualified Lead Rate

Where Factor LED provides lead-quality feedback, leads will be classified according to their relevance and commercial potential.

Formula: Qualified Leads ÷ Total Leads × 100 = Qualified Lead Rate

This will help distinguish genuine potential customers from irrelevant, duplicate or low-intent inquiries.

Cost Per Qualified Lead (CPQL)

Once lead-quality data becomes available, CPQL will become one of the most important performance indicators.

Formula: Advertising Spend ÷ Qualified Leads = Cost Per Qualified Lead

This metric provides a more commercially meaningful measurement than CPL alone.

Conversion Rate

Conversion rate will measure the percentage of advertising visitors who complete a desired action.

Potential conversions may include:

• Form submission
• WhatsApp inquiry
• Phone-call action
• Quotation request
• Project inquiry
• Institutional sector inquiry
• Wholesaler/distributor inquiry

Conversion rates will be analyzed by platform, campaign and relevant landing page.

Click-Through Rate (CTR)

CTR will help measure the relevance and effectiveness of advertisements.

It will be monitored to identify:

• Stronger advertising messages
• Better-performing keywords
• More engaging creatives
• Audience relevance

CTR will be treated as a diagnostic advertising metric rather than the ultimate measure of business success.

Cost Per Click (CPC)

CPC will be monitored particularly within Google Search campaigns to understand traffic acquisition costs and keyword competitiveness.

The objective will not necessarily be to achieve the cheapest clicks, but to acquire relevant traffic with strong commercial intent.

14. Business-Level Performance Metrics

Where Factor LED can provide appropriate sales feedback, campaign reporting can progressively include deeper business metrics.

These may include:

Sales Opportunities Generated

The number of advertising leads that progress into genuine quotation or sales opportunities.

Customer Acquisition

The number of leads generated through advertising that eventually become customers.

Cost Per Acquisition (CPA)

Formula: Advertising Spend ÷ Acquired Customers = Cost Per Acquisition

This will help determine the actual cost of acquiring a customer through paid advertising.

Revenue Attribution

Where reliable sales and CRM data is available, advertising-generated sales may be connected back to campaigns.

This can eventually allow measurement of:

• Advertising-generated revenue
• Revenue by platform
• Revenue by campaign
• Customer acquisition cost
• Return on Ad Spend (ROAS)

The ability to report these metrics will depend on Factor LED's internal sales tracking and availability of reliable lead-to-sale data.

15. KPI Benchmarking Approach

Specific CPL, CPQL, CPA or ROAS guarantees will not be established before sufficient campaign data has been collected.

The first 30 days will be used to establish realistic performance benchmarks based on:

• Actual market search demand
• Advertising competition
• Cost per click
• Audience response
• Website conversion performance
• Product category
• Geographic market
• Lead quality
• Sales-team feedback

Performance targets can then be refined using actual campaign data rather than assumptions.

The objective across the 90-day strategy will be to demonstrate measurable improvement from the initial benchmark.

16. Conversion Tracking & Measurement Infrastructure

Reliable tracking is essential for effective performance advertising.

Before or during campaign launch, the existing measurement setup will be reviewed.

Where required and technically possible, the following systems will be configured or verified:

• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• Google Ads Conversion Tracking
• Meta Pixel
• Relevant Meta conversion events
• UTM campaign tracking

Potential tracked actions may include:

• Contact form submissions
• WhatsApp button clicks
• Phone-call clicks
• Request-for-quotation actions
• Free consultation requests
• Commercial/project inquiries
• Institutional sector inquiries
• Wholesaler/distributor inquiries
• Important product/category page engagement

Phone (+92 332 5555990), WhatsApp, and website form submissions will be verified during setup. Official contact numbers will be confirmed with Factor LED before conversion tracking is finalized.

Where technically appropriate, enhanced or server-side measurement solutions may be recommended separately if they become necessary.

17. Lead Quality Feedback System

Lead quality should be evaluated jointly with Factor LED's sales team.

Where practical, advertising-generated leads should be categorized into statuses such as:

This information will allow advertising optimization to move beyond simply generating more leads.

For example, one campaign may generate 100 leads at PKR 1,000 CPL while another generates 50 leads at PKR 1,500 CPL.

The second campaign may still be substantially more valuable if a much higher percentage of those leads become genuine customers or project opportunities.

Therefore, campaign decisions will consider lead quality alongside lead cost.

18. Reporting & Performance Review

Factor LED will receive structured performance reporting throughout the engagement.

Ongoing Monitoring

Campaign performance will be monitored regularly throughout the month.

Significant issues such as abnormal spending, tracking problems or major performance deterioration will be addressed as part of ongoing campaign management.

Monthly Performance Report

A consolidated monthly report will include relevant metrics such as:

• Total advertising spend
• Spend by platform
• Spend by campaign
• Impressions
• Reach where relevant
• Clicks
• CTR
• CPC
• Total conversions
• Total leads
• Cost per lead
• Qualified leads, where data is available
• Cost per qualified lead, where available
• Campaign-level performance
• Audience performance
• Keyword/search performance
• Geographic insights
• Key findings
• Optimization actions
• Recommendations for the following month

The report will focus on actionable insights rather than presenting advertising-platform statistics without business context.

Monthly Strategy Review

At the end of each monthly cycle, campaign performance will be reviewed to determine:

• Which campaigns should receive more budget
• Which campaigns require further optimization
• Which campaigns should be reduced or paused
• Which keywords should be expanded
• Which audiences are producing better leads
• Which creatives are performing strongly
• Which product categories show stronger demand
• Whether budget should move between Google and Meta
• What should be tested during the next cycle

This creates a continuous performance cycle:

Measure → Learn → Optimize → Scale

19. What Success Should Look Like After 90 Days

The initial 90-day strategy is intended to establish a measurable and scalable paid advertising system for Factor LED.

By the end of the initial period, the objective will be to have clear answers to the following questions:

• Which advertising platform generates the strongest opportunities?
• Which Google searches produce commercially relevant inquiries?
• Which product categories attract the strongest demand?
• Which audiences generate higher-quality leads?
• What is the approximate cost of generating a lead?
• What is the approximate cost of generating a qualified lead?
• Which cities or regions perform most effectively?
• Which advertising messages and creatives generate stronger responses?
• How effective is remarketing?
• How should the next advertising budget be allocated?
• Where should additional advertising investment be scaled?

Where sufficient sales data is available, the analysis should also begin answering:

• How many advertising leads become genuine opportunities?
• What is the approximate customer acquisition cost?
• Which campaigns contribute most strongly to sales?
• What level of advertising investment can be scaled sustainably?

Success during the first 90 days should therefore be measured not only by immediate lead volume, but by the development of a repeatable, measurable and increasingly efficient customer acquisition system.

20. Scope of Paid Advertising Management

The monthly management service will include:

• Paid advertising strategy
• Google Ads account management
• Meta Ads account management
• Campaign architecture and setup
• Keyword research
• Search-intent analysis
• Negative keyword management
• Audience research and targeting
• Campaign creation
• Ad group / ad set creation
• Advertising copy development
• Budget allocation
• Bid and campaign optimization
• Search-term monitoring
• Audience optimization
• Geographic optimization
• Creative performance analysis
• A/B testing where appropriate
• Remarketing management
• Conversion tracking review
• Performance monitoring
• Monthly reporting
• Monthly strategic recommendations
• Coordination with Factor LED regarding advertising creative requirements

21. Factor LED Responsibilities

Factor LED's existing digital, social, and creative resources will continue to manage organic social media, website content, and general creative production across factorled.pk, Facebook, and Instagram.

Factor LED will be responsible for providing, where required:

• Product information across all published categories on factorled.pk
• Current product availability
• Accurate pricing or quotation information
• Product images
• Videos
• Project and installation content
• Brand guidelines and approved partnership messaging
• Promotional information
• Confirmation of official phone and WhatsApp contact numbers for advertising
• Necessary website access
• Google/Meta account access
• Analytics/tagging access
• Timely approval of advertisements
• Sales-team feedback on lead quality (including Institutional Sector and Wholesaler inquiries)
• Follow-up with incoming leads (website commits to response within 24 hours on contact inquiries)
• Accurate information regarding completed sales where attribution is required

Timely lead follow-up is particularly important.

Paid advertising can generate inquiries, but the final conversion from inquiry to customer depends substantially on Factor LED's sales response, pricing, availability, follow-up process, consultation quality, and customer service.

22. Scope Exclusions

Unless separately agreed, the following services are not included within the monthly paid advertising management fee:

• Daily organic social media management
• Routine social media posting
• Full-time graphic design services
• Professional photography
• Professional video production
• Website development
• Major landing-page development
• Search Engine Optimization (SEO)
• Blog writing
• Influencer marketing
• Email marketing
• CRM implementation
• Call-centre or sales-team management
• Direct customer support
• Printing or offline advertising
• Third-party software/subscription costs
• Advertising media payment surcharges, including international transaction fees, FX settlement costs, SST, bank/card charges, FED, or other taxes levied on media payments

If additional services become necessary, they can be discussed and quoted separately.

23. Commercial Investment

Monthly Advertising Media Budget

PKR 750,000

This budget will be allocated across Google Ads and Meta Ads according to the approved strategy and ongoing campaign performance.

The approximate 30-day average is:

PKR 25,000 per day

This figure is provided for planning purposes only. Actual daily expenditure and allocation may vary according to campaign performance and platform optimization.

Advertising charges should preferably be paid directly by Factor LED to Google and Meta through Factor LED's own advertising accounts and payment methods.

Monthly Paid Advertising Management Fee

PKR 150,000 per month

The management fee covers the paid advertising strategy, campaign setup and management, optimization, performance monitoring, reporting and ongoing management activities defined within this proposal.

The management fee is separate from the PKR 750,000 advertising media budget.

Total Planned Monthly Investment

Media payment surcharges are separate from the figures above — see Section 23. Estimated additional charge: 7% on media payments; may vary and increase to approximately 8.5% depending on taxes, bank fees, and other applicable charges.

Initial 90-Day Planned Investment

Estimated media payment surcharges (7% planning estimate, up to ~8.5%) are additional — approximately PKR 157,500 – PKR 191,250 over 90 days on PKR 2,250,000 media spend.

Advertising media expenditure remains separate from the management fee and should preferably be paid directly by Factor LED to Google and Meta through Factor LED's own advertising accounts.

The 90-day strategy does not require identical spending patterns every month. Allocation will evolve as campaign data identifies stronger and weaker opportunities.

Additional Charges on Advertising Media Payments

The PKR 750,000 monthly media budget represents the intended advertising spend on Google and Meta platforms. It does not include additional payment-related charges that may apply when Factor LED funds international advertising accounts from Pakistan.

Where media spend is paid through Pakistani digital payment platforms, bank cards, or similar methods, charges are typically applied on top of the base converted advertising amount. These costs are separate from the quoted media budget and will not be absorbed within the monthly campaign management fee.

Illustrative Charge Breakdown (Based on Recent Transactions)

The following examples reflect actual payment receipts processed via NayaPay for international advertising-related transactions:

Example 1 — GBP transaction (18 Aug 2026)

Example 2 — USD transaction (21 Aug 2026)

Example 3 — Meta (Facebook) advertising payment (31 Aug 2026)

Across all three examples, international transaction fees remain approximately Rs. 69–70 per transaction, while FX settlement costs vary based on transaction size and currency — meaning smaller or more frequent payments tend to carry a higher overall percentage surcharge.

Types of Charges That May Apply

Depending on payment method, currency, transaction size, and platform billing setup, Factor LED may incur charges including:

• International transaction fees — card/payment processor charges on cross-border payments
• SST (Sales Tax) — applied on applicable transaction fees
• FX settlement costs — foreign exchange settlement and conversion-related charges
• Bank or card processor fees — additional charges imposed by the issuing bank or payment provider
• Government taxes or levies — including FED or other applicable taxes, where charged by the payment provider or financial institution

Estimated Additional Charge

For budget planning purposes, an estimated additional charge of 7% will be applied on top of the base advertising media amount to account for international transaction fees, FX settlement costs, SST, bank transaction charges, and other applicable payment-related costs.

This percentage may vary from transaction to transaction and could increase to approximately 8.5%, depending on:

• Transaction size and frequency
• Currency and exchange rate at time of payment
• Payment platform and card issuer
• Applicable taxes, including SST, FED, or other government levies
• Changes to bank or regulatory charges

The three transaction examples above (ranging from ~5.8% to ~8.3%) support this planning estimate. Actual charges will depend on the factors listed above.

These figures are indicative planning estimates only and are not guaranteed fixed rates.

Transparency & Record-Keeping

All additional charges on advertising media payments will be supported by relevant receipts and transaction records for complete transparency. Factor LED will receive or retain payment confirmations — including itemized breakdowns of international transaction fees, SST, FX settlement costs, and any other applicable charges — for each media payment processed.

Client Responsibility

• All advertising media payment charges, taxes, FX costs, and bank/transaction fees are borne by Factor LED
• These charges are excluded from the PKR 750,000 media budget and PKR 150,000 management fee quoted in this proposal
• The campaign management fee covers strategy, setup, optimization, and reporting only — not media spend, payment processing, or associated surcharges
• Factor LED should budget for these additional costs when planning total advertising expenditure — using 7% as the estimated planning rate, with allowance for variation up to approximately 8.5%
• All such charges will be verifiable through relevant receipts and transaction records provided for transparency

24. Initial Engagement Period

The proposed strategy covers an initial period of:

90 Days

The engagement will operate on a monthly billing cycle while following the three-phase 90-day strategy:

At the conclusion of the initial 90-day period, overall performance will be reviewed and recommendations will be provided for the next stage of advertising.

25. Performance Disclaimer

Paid advertising performance is influenced by multiple factors beyond advertising management alone, including:

• Market demand
• Competition
• Product pricing
• Product availability
• Website performance
• Customer experience
• Sales-team response time
• Lead follow-up
• Seasonality
• Platform algorithms
• Advertising auction costs
• Creative quality

Accordingly, this proposal does not guarantee a fixed number of leads, sales, revenue or return on advertising spend.

The commitment is to professionally manage, monitor, test and optimize the advertising investment using available performance data with the objective of continuously improving advertising efficiency and business outcomes.

26. Next Steps

Following approval of the proposal, the engagement will proceed through the following stages:

Proposed Engagement Summary

Document version: Draft 12 — 7% estimated surcharge with 8.5% upper allowance and transparency clause