The season the year depends on
For a stationery retailer, back-to-school is the season that decides the year.
In Aug and Sep 2025 the account spent EGP 592,890 across Meta and TikTok for EGP 1,078,684 in net sales.
We took over in Jun 2026, with one season to show the same months could do more.
Rebuild for sales, then meet the season
- Meta rebuilt around sales. New sales campaigns from late June, with a catalogue line and automated rules that scale winning budgets within daily limits.
- Google Ads opened. Shopping and Search went live at the end of June and took EGP 60,488 of the Aug and Sep spend.
- A back-to-school push built for the season. Seasonal creative and offers made for August and September, not carried over from the rest of the year.
- Awareness where the brand asked for it. Part of the budget ran awareness campaigns at the brand's request. Every figure here includes that spend.
Same months, more sales
Net sales in Aug and Sep 2026 reached EGP 1,686,549, against EGP 1,078,684 a year earlier, from 4,485 orders against 2,953.
Total ad spend across Meta, Google Ads and TikTok rose 28%. Net sales over all ad spend went from 1.82× to 2.22×, and Meta's own return from 2.42× to 2.69×.
Most of the gain came in September. August grew 25%, September 92%.
A note on measurement: net sales are Shopify net sales, after discounts and returns, from every channel, including the brand's own activity, so not all of the growth is paid media. Comparing the same two months a year apart holds the back-to-school season constant. The 2025 months ran under the previous setup.
What carries over
- Compare a season with itself. The same months a year apart is the fairest test a seasonal business has.
- Rebuild before the peak. The structure went in during June, so it was proven before the season started.
- Count every pound of spend. Awareness spend stays in the figures, so the comparison flatters nothing.