Paid media & performance
One budget across Google, Meta, TikTok, Snapchat and X, planned around your margins and judged on profit. Cheap clicks don't count.
Is this for you?
A good fit if
- You spend on several ad platforms and can't tell which one pays off
- Your agency reports impressions and clicks, but never leads and sales
- You're entering Saudi Arabia, the UAE or Egypt and need a plan for which channels to use
Not the right fit if
- Your offer, prices or landing pages aren't ready to convert
- You want to spend before tracking is set up
- Your budget is too small for the platforms to learn from. I'll tell you the realistic minimum
How I do it.
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Tracking first
Conversions, WhatsApp clicks and offline sales connected, so every channel is judged on the same numbers.
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Channel plan
Which platforms, in which markets, with what budget split and targets.
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Launch and test
Campaigns and creative tests set up to learn fast without wasting money.
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Move the budget
Weekly optimisation, and each month the budget moves toward what earns.
What you get.
- Tracking and attribution setup
- Channel and budget plan
- Campaigns built
- Creative testing plan
- Weekly optimisation
- Monthly report focused on profit
The details.
Most ad accounts I audit aren’t badly optimised. They’re badly measured, which makes optimising them impossible, because nobody can agree on which campaigns work.
Each platform reports its own conversions, and they overlap. Meta claims a sale, Google claims the same sale, TikTok claims it too, and together they add up to more revenue than the business actually made. Until that’s sorted out, every budget discussion is an argument between three dashboards that all want to look good.
Where I start
Measurement
One source of truth (GA4 plus your own sales data) that every platform is checked against. Server-side tracking where iOS and browser limits have made pixel data unreliable.
The numbers behind a customer
What a customer is worth, what you can afford to pay to get one, and what margin is left. Without this, ROAS targets are made up.
Which platforms fit
The platforms that suit your product, your price and how long people take to buy. A SAR 4,000 B2B service and a SAR 90 impulse buy don’t belong on the same platforms.
Budget split
Money goes where the data supports it, with a separate test budget for what we don’t know yet.
Scale or stop
A monthly review based on cost per customer, not the ROAS each platform reports. And an honest call on what to switch off.
The platforms
Google Ads
Search, Shopping, Performance Max and YouTube. The traffic with the strongest buying intent, and the channel where a messy account wastes money fastest.
Meta Ads
Facebook and Instagram. The widest reach in Egypt, and still the most reliable way to find new e-commerce customers across the region.
TikTok Ads
Where attention in Saudi Arabia and the UAE has moved. Driven by the videos, cheap to test, and hard on anyone who just uploads a recycled Meta video.
Snapchat Ads
Underrated outside the Gulf and dominant inside it. Saudi Arabia has one of the highest Snapchat usage rates in the world.
X Ads
A narrow but real role: B2B, tech, finance and event campaigns in the Gulf. Small budgets for specific uses, and rarely a main channel.
One blended target
The number that matters is your cost per customer across all channels together, not what any single platform says about itself.
How each market changes the plan
- Saudi Arabia: Snapchat and TikTok reach people Meta doesn’t, especially under 30.
- Egypt: Meta is still the biggest, and results are cheap enough that testing costs little. Wasting money at scale is just as easy.
- UAE: the most expensive and competitive of the three, and the market where the quality of the ads makes the biggest difference.
- Arabic ads: translated ad copy keeps losing to copy written in Arabic from the start. You can measure this.
- Ramadan and Eid: ad prices and buying patterns shift so much that a yearly budget planned without them will be badly off.
What I won’t do
- Report a platform’s own ROAS as if it were your business’s return.
- Recommend a channel because it’s popular when your numbers don’t support it.
- Increase spend on a campaign before I’ve checked its conversion tracking myself.
- Keep a channel running just because it’s in the contract. If it isn’t paying off, I’ll tell you.
Related services
Common questions.
What budget do I need?
It depends on the market and the goal. After the first call I'll give you a realistic minimum. I won't take on a budget too small to learn from.
Do you make the ads?
I write the ideas and the copy and work with your designer or mine. On TikTok and Snapchat, videos that look native to the platform matter most.
Can you audit my current ad accounts?
Yes. An account audit is often the best place to start.
Your next move.
Tell me where things are now and where you want them to be. I reply within one business day, in Arabic or English. If I'm not the right person for it, I'll say so.