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CAMPAIGNS
Qissahh / Marketing Playbook 2026

6 Campaign
Types That Convert

A tactical field guide for marketers who want more than theory — with real benchmarks, budget splits, and the pro-level decisions that separate campaigns that break even from campaigns that compound.

6
Campaign Types
40+
Actionable Tactics
5×
Avg. ROI Uplift
7×
Cheaper to Retain
Where each campaign lives

Map Your Campaign to the Funnel

Awareness
Lead Gen
Sales
Retention
Re-Engage
Launch
Top of Funnel
Mid Funnel
Bottom
Post-Sale
Recovery
Cross-Funnel
The 6 Campaign Types

Each Campaign, Broken Down

Pick the right type for your current funnel stage. Using a retention campaign when you need awareness is like watering a plant that isn't there yet.

01
01 / Top of Funnel
Awareness Campaign
"You can't sell to someone who doesn't know you exist." Build recognition before you ask for anything.
🚀 New brand or product 🗺️ Entering new market 📣 Repositioning 📊 Reach plateau
Proven Tactics
Short-form video (Reels, TikTok) — highest organic reach in 2024
SEO blog cluster targeting informational keywords
Micro-influencer campaigns (10k–100k) — 60% higher engagement than mega
Podcast sponsorships — CPM $18–25, highly loyal audiences
Display prospecting with frequency cap 3–5/week
PR / earned media — free reach, high credibility signal
⚡ Pro MoveRun at 70/30: 70% broad targeting to find new audiences, 30% lookalike from your top customers. Most brands flip this — and wonder why their CAC keeps rising.
02
02 / Mid Funnel
Lead Gen Campaign
"A lead is permission to keep the conversation going." Capture intent before your competitor does.
📋 Building a database 🧲 Promoting lead magnets 💼 B2B pipeline building 📩 Email list growth
Proven Tactics
High-value lead magnet (tool, calculator, template) — convert 3–5× better than eBooks
Landing page with single CTA — every extra field drops conversion by ~11%
LinkedIn Lead Gen Forms — 3× higher CVR than external pages for B2B
Webinar funnel — leads self-qualify by attending
Quiz/assessment funnels — 40–60% opt-in rates when personalized
Gated content upgrades within blog posts
⚡ Pro MoveAsk only for email + first name on the first form. Every extra field you remove increases form conversion by ~10–15%. Your CRM can enrich the rest.
03
03 / Bottom of Funnel
Sales & Conversion
"Make it obvious, make it easy, make it now." Remove every obstacle between intent and purchase.
🛒 Direct product push ⏱️ Limited-time offer 📅 Seasonal peak 🔁 Hot retargeting list
Proven Tactics
Abandoned cart sequence — 3 emails over 24h recovers 5–15% of lost carts
Dynamic retargeting ads — show exact product browsed, 10× CTR vs generic
Urgency/scarcity (real) — countdown timers lift CVR by 8–20%
Social proof at checkout — reviews, "X people bought this today"
Upsell/cross-sell at post-purchase — avg order value up 10–30%
Affiliate program — performance-only spend, zero wasted budget
⚡ Pro MoveDon't discount first. Try adding value (bonus, free shipping, gift) before cutting price. Discounting trains customers to wait, erodes margin, and devalues your brand.
04
04 / Post-Sale
Retention Campaign
"Your best next customer is your current one." Increasing retention by 5% can boost profits by 25–95%.
🔄 Repeat purchase push ❤️ Loyalty program 📉 High churn risk 👑 VIP segmentation
Proven Tactics
Post-purchase email sequence — onboard, educate, upsell over 30 days
Tiered loyalty program — gamification increases repeat purchase 20–40%
Birthday/anniversary offers — 5× higher redemption than generic promo
NPS survey at day 7 → personal follow-up for detractors
Exclusive early access to new products for existing customers
SMS for time-sensitive retention offers — 98% open rate
⚡ Pro MoveSegment by purchase frequency, not just recency. Your 2x/year buyer is not the same as your 12x/year buyer. Over-communicating to low-frequency buyers kills open rates.
05
05 / Recovery
Re-Engagement Campaign
"It costs less to win back a customer than to find a new one." Most never come back after 90 days.
💤 Dormant 60–180 days 📉 Rising churn signals 🔕 Email disengagement 🧹 Pre-list cleaning
Proven Tactics
"We miss you" sequence — 3 emails, increasing urgency and offer value
Ask-why survey — "What made you stop?" data is gold for product/marketing
Social retargeting — reach users who stopped opening email via Meta/Google
Highlight what's new/changed — "A lot has changed since you left"
One-click reactivation offer — remove friction completely
Suppress non-responders after 3 touches — protect list health
⚡ Pro MoveSuppress anyone who doesn't engage after your re-engagement sequence. A smaller, clean list outperforms a large, cold one every time.
06
06 / Cross-Funnel
Product Launch
"You never get a second chance at a first impression — or a launch day." Pre-launch momentum determines launch day results.
🆕 New product/service 📦 Major feature release 🌍 New market entry 🔁 Rebrand/relaunch
Proven Tactics
Waitlist campaign 4–6 weeks pre-launch — builds urgency + free lead list
Teaser content (3-week drip) — problem → solution hint → reveal
Founder-led content — behind-the-scenes builds parasocial trust
Journalist/influencer pre-brief — embargo creates coordinated coverage spike
Early-bird pricing for first 48–72h — rewards action takers
Launch-day social proof push — coordinate reviews, UGC, testimonials
⚡ Pro MoveBuild your audience before you need them. Start content 6–8 weeks before launch. Brands that grow their waitlist to 500+ leads before launch day consistently 3–5× their first-week revenue vs cold launches.
Performance Data

Industry Benchmarks at a Glance

Use these as directional targets, not gospel. If you're 50%+ below benchmark, something needs fixing.

Campaign Type Primary Metric Benchmark Visual Watch Out For
AwarenessBrand Recall Lift3–7×
Vanity metrics (likes). Measure recall.
Lead GenerationLanding Page CVR2–5%
Low-quality leads. Qualify with scoring.
Sales / ConversionROAS3–8×
Over-optimizing for last-click.
RetentionRepeat Purchase Rate20–40%
Sending too frequently kills open rates.
Re-EngagementReactivation Rate5–15%
Suppressing too late damages domain rep.
Product LaunchLaunch Day vs. Week Avg3–5×
No post-launch nurture. Launch is the start.
Budget guidance

How to Split Your Budget

Suggested channel allocation per campaign type. These ratios are where most high-performing campaigns start.

Awareness
Brand Building
Paid Social (video)
40%
Content / SEO
25%
Influencer
20%
Display / PR
15%
Key InsightVideo creative quality matters more than budget size.
Lead Generation
Lead Capture
Paid Search
35%
Paid Social
30%
Content / SEO
20%
CRO / Testing
15%
Key InsightDoubling landing page CVR is cheaper than doubling ad spend.
Sales
Conversion Drive
Retargeting
45%
Search (bottom intent)
30%
Email automation
15%
Affiliate
10%
Key InsightRetargeting has the highest ROAS of any channel. Max out before expanding.
Retention
Loyalty Drive
Email automation
40%
SMS campaigns
25%
Loyalty program
20%
Customer success
15%
Key InsightEmail + SMS combo outperforms either channel alone by 30–40%.
Re-Engagement
Win-Back
Email sequence
50%
Paid retargeting
30%
Direct mail
20%
Key InsightOnly run paid re-engagement for customers with LTV > $100.
Product Launch
Go-to-Market
Pre-launch content
25%
Launch paid push
40%
Influencer / PR
20%
Post-launch nurture
15%
Key InsightSpend 40% of launch budget in the first 72 hours. Momentum is everything.
Pre-launch checklists

Before You Go Live

The basics that most campaigns skip — and then wonder why results are weak.

Strategy Foundation

Do this before touching any channel
Define ONE primary goal for this campaign (not three)
Choose the right campaign type for your current funnel stage
Set a specific, time-bound KPI (e.g. 500 leads in 30 days)
Define your ICP (ideal customer profile) in writing
Map the full customer journey, not just the ad
Assign budget and confirm attribution tracking is set up

Creative & Copy

The stuff that actually gets clicked
Written a clear, benefit-led headline (not feature-led)
CTA is specific and action-oriented ("Get Your Free Report" not "Submit")
Prepared 3+ creative variants for A/B testing
Social proof included (reviews, numbers, logos)
Objection handled in copy (price, risk, time)
Mobile version reviewed and approved separately

Technical Setup

Nothing worse than spending budget with broken tracking
Pixel / tracking tags firing correctly on all pages
Conversion events confirmed in Ads Manager / GA4
UTM parameters on all links (source/medium/campaign)
Landing page load speed under 3 seconds
Thank you page and email confirmation working
CRM integration tested with a real submission

Post-Launch Plan

Most campaigns fail here, not at launch
Scheduled week-1 performance review (don't wait 30 days)
Defined optimization decision rules before launch
Nurture sequence built and tested before leads arrive
Team knows who responds to leads and in what timeframe
Budget pacing alerts configured in ad platforms
Learnings documented to brief the next campaign

Ready to Run Campaigns
That Actually Work?

Qissahh builds and executes campaigns for UAE businesses — combining creative thinking, data-driven strategy, and regional market expertise.

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