Meta Ads
AD PLATFORMThe biggest platform in my portfolio by spend. I use it when demand does not exist yet and has to be built, which makes creative the variable that matters rather than targeting. Most of the accounts where I made a real difference were built here.
When people do not yet know they have the problem. Meta can deliver an idea before anyone searches for it, and nothing else does that as efficiently.
When the product is expensive and the decision needs research and sign-off. You will get cheap leads that never close, and the dashboard will look fine until you check the deals.
The screenshots
06
ROAS 7.16x662 purchases at SAR 21.30 each. SAR 14,100 of spend returned SAR 100,913. Read the campaign column, not the average: some rows sit at 8.72, some at 5.77, some at zero. The 7.16 average is not because everything works — it is because what does not work gets cut early.
2,942 → 100The whole funnel: content views, adds to cart, payment info added, purchases. 2,942 views became 361 carts, 158 payment details and 100 purchases worth SAR 31,394. These columns are not decoration — each step tells you where the leak is, and the gap between 158 and 100 is a checkout problem, not an ad problem.
ROAS 7.35x1,486 purchases; SAR 31,255 of spend against SAR 229,853 in sales. Campaigns here run between 4.97 and 12.44, which is normal — a healthy account is not uniform, it is one where the weak line is constantly removed and the budget moves to the strong one.
ROAS 11.54xThe strongest Meta account in this set: SAR 6,096 of spend returned SAR 70,378 across 449 purchases at SAR 13.58 each, with one campaign alone at 12.80. A number like this does not come from clever targeting — it comes from the offer being right before the ad ever ran.
ROAS 8.49xAn Egyptian account in pounds: EGP 141,038 of spend against EGP 1,197,901 in sales across 3,445 purchases, with an average basket of EGP 347.72. The AOV column is the most important thing on this screen — it sets the maximum you can afford to pay for a customer, and without it the return is a number with no ceiling.
EGP 12.58 per chatA messaging campaign rather than a direct-purchase one: 770 conversations at EGP 12.58 each, from 80,102 reach and 393,111 impressions. It is here because not every business sells on a website. The conversation is the first step of the sale, and what gets judged after this is the close rate, not the conversation count.
First step is a 30-minute call. I look at your current numbers and tell you plainly whether I can add anything. No quote before that call.