Selected work

Four accounts. The decision that changed each one.

Explore the decisions behind each account’s performance. Use the timeline below each chart to review the interventions and outcomes over time.

Services app — Saudi Arabia

Mobile appMeta + TikTok5 months
InstallsCost per install
0of 150 days
0
Installs
SAR 21.0
Cost per install
−59%
22%
Activation rate
+86%
SAR 95
Cost per active user
−78%
DAY 0

What I inherited

The team was judged on cost per install and nothing else. Installs cost SAR 21, and only 22 out of every 100 opened an account — so a real user cost SAR 95 and nobody was counting that.

The lesson: an install is not a result, it is a cost. The result is the user who opened an account and actually used the service.
The thinking behind the numbers

Services app — Saudi Arabia

Business context & problem

The team was judged on cost per install and nothing else. Installs cost SAR 21, and only 22 out of every 100 opened an account — so a real user cost SAR 95 and nobody was counting that.

Analysis & strategic decision

I moved optimisation from the install to the activation event itself and wired it back through the SDK. The algorithm started looking for people who use the app rather than people who download it.

Execution

The data showed most of the drop-off was in the first two screens, not in the ads. Two steps came out of signup and activation jumped before we touched a single campaign.

Result

46,000 installs at SAR 8.6, activation from 22% to 41%, and the cost of an active user down from SAR 95 to SAR 21.

The lesson: an install is not a result, it is a cost. The result is the user who opened an account and actually used the service.

Contracting group — Saudi Arabia

Business context & problem

Campaigns delivered plenty of cheap leads and sales complained that nine calls in ten were wasted. Management thought marketing was winning and sales was failing. Both readings were wrong.

Analysis & strategic decision

We sat with sales and wrote it down: project size, budget, timeline, decision maker. Anything short of that is not a lead and does not get counted.

Execution

Project size and budget went into the form, and the messaging was rewritten to repel the wrong fit rather than attract it. Lead volume dropped 55% and nobody minded.

Result

Cost per qualified lead fell 52%, qualification went from 11% to 34%, and closed deals from 3 to 11 on exactly the same budget.

Qualification connects acquisition decisions to sales outcomes.

Gold retailer — Saudi Arabia

Business context & problem

Every ad was a discount or a limited offer, converting at 0.6%. In gold, a discount signals that something is wrong with the stock, and buyers read it exactly that way.

Analysis & strategic decision

I removed discounting from the messaging entirely and put weight, karat, hallmark certification and the returns policy into the first three seconds. The ad started selling safety instead of price.

Execution

I split the gift buyer from the investment buyer, because they buy for completely different reasons and speak different languages. Basket size moved the moment they were separated.

Result

Average order rose 60%, and repeat purchase from 8% to 21% — the number that builds a business rather than a campaign.

The lesson: at high ticket you are not selling a product, you are selling safety. A discount here worries the buyer rather than tempting them.

Online store — Egypt

Business context & problem

Fully cash on delivery with a 34% rejection rate. A third of the budget burning on orders that never arrived, while the reports said the campaigns were winning.

Analysis & strategic decision

I pulled the courier data back into the account at ad level. Specific campaigns were returning double the average rejection despite a cheaper cost per order.

Execution

Cut the campaigns producing weak orders even when cheaper, added a WhatsApp confirmation step before dispatch, and rebuilt audiences from confirmed buyers only.

Result

Rejection fell from 34% to 16% and collected revenue rose 72% on an 8% budget increase.

Delivered orders and collected revenue reveal the quality behind submitted orders.

The evidence

Results, from the source.

Account screenshots organized by platform. Open a collection to inspect the results and their context.

Meta Ads6 shotsGoogle Ads6 shotsTikTok Ads4 shotsSnapchat Ads5 shotsSales & stores12 shots
Break-even calculator

Understand acquisition economics. Start with the numbers.

A simple model linking margin, spend and return. It estimates contribution after advertising, before fixed costs and any costs not already included in your margin.

SAR 350
35%
SAR 60,000
2.4x
BREAK-EVEN 2.9x2.4xyour current ROAS
2.86x
Break-even ROAS
SAR 122
Max cost per acquisition
SAR 146
Your current CPA
−SAR 9,600
Monthly contribution after ad spend
Return is 16% below this model’s break-even point. Review margin, average order value and acquisition cost before increasing spend.

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