A big budget at a thin return
Before the takeover the account was spending heavily at a thin return.
Early in 2026 the account returned 3.78× on about EGP 403K a month. As spend grew, the return slid: in Jun 2026, the last full month before the change, Meta spend was EGP 662,428 at 2.59×.
The brand needed the same budget to work harder before it could ask it to do more.
Structure, bidding and budget, not a creative reset
- A testing structure on day one. A creative-testing structure went live on 14 Jul, so every ad earned budget in its own lane.
- More spend on ROAS-goal bidding. A growing share of sales spend moved onto ROAS-goal campaigns, so the budget chased return rather than volume.
- Creator pools with their own budgets. Creator content ran in separate pools with fixed daily budgets, so no single creator could starve the rest.
- Scaled into the season in small steps. Budgets rose in many small increments through September rather than one jump.
The same account, working harder
Comparing the two full months after the takeover with the three before it, monthly Meta spend rose 51% while monthly Meta revenue rose 106%. The return went from 2.85× to 3.91× and cost per purchase fell 19%.
The store saw it too. Monthly orders rose 77% and monthly net sales 118%. September alone brought 6,191 orders, 1.9× the previous best month, Dec 2025.
Net sales over all ad spend went from 2.18× in June to 3.63× in September.
A note on measurement: return on Meta spend is Meta-attributed. Store orders and net sales are Shopify's, after discounts and returns. July is left out of both windows because the takeover fell mid-month. Back-to-school and the brand's own price rise on 18 Aug both sit inside the after window, which is part of why average order value rose. No year-on-year comparison is made: the store opened in Sep 2025, so last year has no like-for-like months. Most of the spend after the takeover still ran on creative made before it, which is why this case study credits structure and budget, not new creative. The window ends at 30 Sep 2026.
What carries over
- Fix the structure before the spend. The return improved before the budget grew, which is what made the growth safe.
- Bid for return, not volume. Moving spend onto ROAS-goal campaigns pointed the budget at revenue.
- Scale in small steps. Many small raises let the account grow into the season without losing its return.