Detailed look
at the work

The Problem

A cosmetic brand focused on solving hair loss and scalp-related problems had an active Meta Ads presence but lacked a structured growth strategy. Campaigns were running without a clear funnel strategy, budget allocation was inconsistent and scattered, there was no structured retargeting approach, and scalability was limited due to lack of a testing framework. Performance was unstable, and growth was capped despite ongoing ad spend.

The Strategy

1. 01Implemented a full-funnel Meta Ads strategy: TOF (broad/interest targeting), MOF (retargeting engaged users & video viewers), BOF (high-intent audiences including past purchasers)
2. 02Rebuilt the account structure with clearly defined campaign objectives and controlled testing frameworks for creatives and audiences
3. 03Reorganized campaigns from a random structure into a performance-based system with ABO and CBO strategies for testing and scaling
4. 04Built layered retargeting audiences (30, 60, 180 days) and continuously optimized based on real-time data
5. 05Tested multiple creative formats: UGC, Before & After visuals, Customer testimonials, Static creatives. UGC delivered the strongest performance

The Results

The Problem

The cosmetic brand needed to maximize revenue from warm audiences who had already interacted with the brand. Instead of relying only on cold traffic, they needed a structured retargeting strategy to convert high-intent users efficiently and turn existing traffic into a highly profitable revenue stream.

The Strategy

1. 01Segmented audiences based on intent and engagement level: Website visitors, Engaged users (social interactions, video viewers, Add to cart, Initiate Checkout), Past purchasers (180 days)
2. 02Built dedicated HOT & WARM audience campaigns with tailored messaging for each segment
3. 03Layered retargeting based on user behavior, each segment targeted with messaging designed to push users further down the funnel
4. 04Used high-converting creatives (UGC, testimonials, offers) optimized based on purchase data and frequency

The Results

The Problem

A premium fragrance brand (attars, oud, bakhoor and eau de parfums) was moving from a slow WordPress store to Shopify. Right after the move, organic traffic began to slide: redirects were incomplete or misdirected, a store handle issue was breaking canonical paths, and a high-intent attar product resolved to the wrong page. Meta Ads were optimised for message conversations, so spend couldn't be tied to sales, and there was no retargeting for past customers or engaged non-buyers.

The Strategy

1. 01Took over the Shopify migration, audited what had carried across, and rebuilt the full WordPress-to-Shopify URL map, sending every legacy URL with ranking value to its correct page instead of the homepage
2. 02Corrected the broken and misdirected redirects and fixed canonical paths at the store handle level
3. 03Cleaned up indexation, canonicals and sitemap coverage, then rewrote titles and meta descriptions around how buyers actually search for attar, oud and bakhoor, with stronger collection and product page content
4. 04Rebuilt Meta Ads around purchases: purchase-optimised campaigns tracked through the Meta Pixel and Conversions API, a retargeting layer for past customers and engaged non-buyers, cold prospecting, and a brand awareness tier on top
5. 05Fixed audience overlap and frequency problems that were wearing out warm audiences, with ongoing Search Console monitoring to catch new issues within days

The Results

The Problem

The brand needed consistent, scalable performance from Meta Ads, but without a structured testing approach, winning creatives were not identified efficiently, budget was not being utilized on top performers, and scaling was inconsistent. The lack of a systematic framework meant ad performance was unpredictable.

The Strategy

1. 01Implemented a creative-first approach where every decision was driven by performance data. Multiple creatives tested simultaneously using ABO structure
2. 02Each creative given a minimum 7-day testing window, evaluated on CTR, CPC, and hook & hold rate
3. 03Established clear kill criteria: creatives paused if CTR dropped below benchmark, CPC increased beyond acceptable range, or showed poor engagement
4. 04Tested multiple formats: UGC, static ads, product-focused creatives, influencer-style visuals. UGC generated 60-70% of total revenue
5. 05Winning creatives pushed to broad audiences for scale, budget increased gradually (20–25% increments) based on last 7 days performance

The Results

The Problem

A growing eCommerce brand was facing a critical visibility issue on Google. Despite having strong brand demand, they were losing top positions to competitors bidding on their branded keywords. When users searched for the brand name, the brand ranked 2nd or 3rd organically, competitors were taking top positions through paid ads, no Google Ads campaigns were active, and the brand had low impression share on its own keywords. This resulted in loss of high-intent traffic, missed conversions, and competitors capturing branded demand.

The Strategy

1. 01Implemented a Branded Search Protection Strategy: launched a dedicated branded search campaign targeting exact brand + high-intent variations
2. 02Complete Google Ads account setup from scratch with a structured high-priority branded campaign
3. 03Aggressively optimized bidding to dominate auctions, focused on top of page rate, absolute top position, and impression share
4. 04Ensured consistent presence on brand name searches and brand + product intent keywords

The Results

The Problem

A women's eastern wear brand selling ready-to-wear lawn, linen and embroidered suits had the product and a clear look, but no online store, no ad account, no Pixel and no Business Manager. Clothing is a crowded category where established brands spend heavily on the same women, and buyers pay cash on delivery, so the store had to build trust fast and the ads had to attract buyers, not browsers.

The Strategy

1. 01Designed and developed a custom Shopify store around how clothing customers shop: tabbed featured collections, category blocks, quick view, wishlist, and product pages covering fabric, pieces, fit and season
2. 02Configured everything the store needs to trade: shipping zones (including the later UAE expansion), cash on delivery flow, discounts, catalogue structure, email capture, back in stock alerts and abandoned checkout recovery
3. 03Built Business Manager, verified the domain, and validated the Pixel and Conversions API (with deduplication) across view content, add to cart, checkout and purchase before any spend went out
4. 04Launched purchase-optimised prospecting, retargeting (visitors, product viewers, add to carts, social engagers) and catalogue formats, timed around drops, seasonal campaigns and clearance events
5. 05Tested product-led statics, offer creatives and collection carousels, moving budget continuously toward what produced purchases

The Results

The Problem

A new artisanal fragrance brand (attar oils, oud, deer musk, ruh khas, bakhoor) started on a brand new domain with no rankings, no analytics, no paid acquisition and no creative library, in a crowded, discount-heavy category dominated by established sellers.

The Strategy

1. 01Handled the early development of the Shopify store so it could sell and rank at the same time, with separate collection paths for attar oils, perfumes and bakhoor, signature scent collections, and dedicated pages for bundles and sampler packs
2. 02Set up measurement before optimisation: Google Search Console, GA4 with eCommerce events, sitemap and index monitoring, and a monthly reporting cadence
3. 03Mapped keyword clusters from validated search volume (attar, oud perfume, kasturi and deer musk, rose, ruh khas, bakhoor), giving each cluster its own page so the site never competed with itself
4. 04Set up Meta Ads from zero (Pixel, Conversions API, catalogue, purchase tracking verified end to end), then ran purchase-optimised prospecting, retargeting and pushes behind bundles and the sampler pack
5. 05Designed static creatives in house around longevity, scent family and occasion, affordable luxury, gifting and social proof, several of which became the account's consistent performers

The Results