Hi, I’m Badar Munir
a Digital Marketer. Social Media Expert. Performance Marketer.

Background

Landlife Properties, a real estate marketing company based in Islamabad, was facing challenges with their paid social media campaign on Meta. Despite an increasing number of ad impressions and reach, they were experiencing two major issues:

• High Cost Per Result (CPR): The campaign costs were much higher than anticipated. In comparison to similar ad sets, Landlife’s CPR was notably higher, leading to inefficient spending.
• Poor Quality of Leads: Despite investing in paid social, the leads generated were not converting effectively. Many of the leads lacked the purchasing power or genuine interest in the properties offered by Landlife Properties.

Challenges

• High Cost Per Result
• Lead Quality
• Low Engagement

Goals

• Lower the Cost Per Result: The primary objective was to bring down the CPR to more competitive levels, improving overall campaign efficiency.
• Improve Lead Quality: Another key goal was to attract higher-quality leads who were genuinely interested in purchasing properties from Landlife, thus increasing the likelihood of conversions.

Strategy & Approach

To address these challenges, I worked closely with their marketing team to optimize the Meta ads campaign. Several key strategies were implemented:

• Audience Targeting Optimization:
  • A deep dive into audience segmentation was conducted to refine the targeting strategy. Previous campaigns were broad, attracting irrelevant audiences.
  • I narrowed the target audience to focus on individuals with higher purchasing power, specifically those showing interest in real estate and high-value property investments.
  • I also leveraged custom audiences by using data from previous clients and website visitors, ensuring that they were reaching individuals who had already expressed interest in similar services.
• Creative Overhaul:
  • New ad creatives were designed to speak more directly to the intended audience. High-quality visuals of the project were paired with clear and concise messaging about Landlife’s unique offerings.
  • I used testimonials from satisfied customers and case studies were included to build trust and credibility.
• A/B Testing:
  • Multiple ad variants were tested simultaneously to find out which copy, visuals, and calls-to-action resonated most with the target audience. The winning ads, based on lower CPR and higher engagement, were then scaled.
• Lead Form Optimization:
  • The lead forms were optimized to reduce friction. The number of required fields was reduced, and questions were more direct to pre-qualify leads (e.g., “Are you actively looking for a property within the next 3 months?”).
  • Automation was introduced to follow up with leads immediately via email or WhatsApp Message, ensuring timely engagement.
• Budget Reallocation:
  • Underperforming ad sets were paused, and the budget was reallocated to high-performing campaigns. This strategic reallocation helped improve cost efficiency and drove more qualified leads.

Results

• Reduced Cost Per Result: Over time, Landlife Properties saw a substantial drop in their CPR. For most of the campaigns they see a drop of approximately 70-75% as compared to what CPR they had before. Also CPR drop up to 60-65% as compared to other competitors in same industry (As you can see in screen shot)
• Improved Lead Quality: By optimizing targeting and lead form processes, the quality of leads improved. More leads were pre-qualified and showed genuine interest in purchasing properties.
• Increased ROI: The combination of lower costs and higher-quality leads led to a higher return on investment for the campaign.

Project Overview

JNS Education a leading education consultancy, operates across Pakistan and the Middle East, helping students secure university admissions. Despite a strong presence in the Pakistani market, they faced significant challenges in lead generation:

• High volume of non-responsive leads
• Low engagement and conversion rates
• Inefficient lead generation methods

Objective

• Improve lead quality and responsiveness to increase conversions.
• Enhance brand recall through strategic ad placements.
• Test different lead generation methods to optimize results..

Challenges Identified

• Unqualified & Non-Responsive Leads – Many leads did not engage after initial contact.
• Low Brand Awareness & Trust – Potential students and parents lacked familiarity with JNS Education in Pakistan.
• Ineffective Lead Capture – Existing methods were not driving meaningful conversations.

Strategies Implemented

• Multi-Channel Lead Generation Approach
  • Ran campaigns using two methods:
    • Lead Forms – Collected contact information from interested students.
    • Direct Messages (WhatsApp & Instagram DMs) – Enabled quick responses and real-time engagement.
  • This dual approach ensured higher response rates and better conversion potential.
• Brand Awareness & Recall Strategy
  • Focused on building trust and familiarity by running high-reach campaigns before lead generation.
  • Created a content strategy that highlighted success stories, testimonials, and expert guidance.
• Audience Testing & Optimization
  • Refined targeting to reach serious students and parents.
  • Tested multiple ad creatives and messaging to identify high-performing variations.
• Improving Engagement & Retargeting
  • Implemented retargeting campaigns for users who engaged but did not convert.
  • Optimized messaging based on past interactions, making responses more personalized and effective.

Key Metrics Overview

Results

Key Achievements

• Improved Lead Quality – The dual lead generation strategy reduced non-responsive leads.
• Higher Engagement & Conversion Rates – Direct messaging resulted in faster replies and better conversions.
• Increased Brand Recall – Awareness campaigns before lead generation created trust and familiarity.
• Optimized Budget & Performance – More efficient spending led to a lower cost per quality lead.

Conclusion

By combining brand awareness campaigns with a dual lead-generation strategy (Forms + Direct Messages), JNS Education successfully improved lead quality and engagement in the Pakistani market.

This resulted in higher conversion rates, reduced unresponsive leads, and a more cost-effective digital strategy.

Project Overview

JNS Education is a leading education consultancy with a presence in Pakistan and the Middle East, specifically in Kuwait, Bahrain, UAE, Saudi Arabia, and Qatar. They assist students in securing admissions to universities worldwide.

Despite their strong reputation, JNS Education faced challenges with lead generation in the Middle East. They were struggling with:
– Low lead volume
– Poor lead quality
– High cost per result

Objective

• Increase the number of high-quality leads across their target markets.
• Reduce the cost per lead (CPL) to improve overall campaign efficiency.
• Optimize the lead generation funnel to drive better conversions.

Challenges Identified

• Ineffective audience targeting – The previous campaigns were not reaching the right students or parents.
• Unoptimized lead forms – Forms were too long or had irrelevant fields, discouraging sign-ups.
• Weak retargeting strategy – Potential leads were not being effectively nurtured after showing interest.
• High cost per result – Leads were being acquired at a higher-than-average cost, affecting ROI.

Strategies Implemented

• Content Optimization
  • Improved ad creatives with engaging visuals and compelling messaging tailored for students and parents.
  • Created localized content specific to each country (Kuwait, UAE, Bahrain, Saudi Arabia, Qatar) to improve relevance.
• Audience Testing & Refinement
  • Conducted A/B testing to identify high-performing audiences.
  • Tested different audience segments, including students, parents, and working professionals interested in further education.
• Form Adjustments & Optimization
  • Simplified lead forms to reduce drop-offs and only asked for essential information.
  • Tested multiple form variations to find the best-performing one.
• Retargeting & Funnel Strategy
  • Created a retargeting campaign for users who engaged with ads but did not submit a form.
  • Developed a multi-step funnel, guiding potential students from awareness to inquiry, making the process smoother.

Key Metrics Overview

Results

Key Achievements

• Significant Reduction in Cost Per Lead (CPL) – Optimizations led to leads being acquired at a lower cost, making campaigns more profitable.
• Higher Lead Volume & Quality – JNS Education saw a major improvement in lead quality, leading to higher conversion rates.
• Better Audience Targeting – A refined strategy ensured ads reached the most relevant audience, increasing efficiency.
• Successful Retargeting Funnel – Students who initially showed interest were successfully converted through structured retargeting efforts.

Conclusion

By refining audience targeting, improving content, optimizing lead forms, and implementing retargeting funnels, JNS Education successfully overcame its lead generation challenges in the Middle East.

The campaigns delivered high-quality leads at a significantly lower cost, proving the power of data-driven digital marketing strategies in the education sector.

Project Overview

I worked with Landlife Properties, a real estate brand, to improve the quality of leads generated through their Meta Ads campaigns. The primary objective was to increase the volume of high-quality leads while reducing the cost per result, as their previous campaigns were not performing optimally.

Campaign Duration

The analysis focuses on the performance of campaigns over one month and three months.

Achievements

• Lower Cost Per Result
  Through strategic optimizations and campaign restructuring, I significantly reduced the cost per result compared to their previous campaigns. In three months, the cost per result stabilized at Rs335.43, and in the last month alone, the cost per result was Rs305.05, showcasing consistent improvement.
• High-Quality Lead Volume
  • Over the course of three months, the campaigns generated a total of 2,422 high-quality leads across various ad sets.
  • In the most recent month, 715 leads were generated while maintaining a lower cost per result and within the allocated budget.
• Optimized Budget Utilization
  • Total Ad Spend (3 Months): Rs812,411.27
  • Total Ad Spend (1 Month): Rs218,112.83
  • These optimizations ensured that the client achieved maximum value from their ad spend.

Strategies Implemented

• Audience Targeting Enhancements
  • Refined audience segments based on property interest and demographics.
  • Included retargeting and lookalike audiences to reach users with higher intent to convert.
• Ad Creative Optimization
  • Designed engaging creatives tailored to the interests and pain points of potential buyers.
  • Tested multiple variations of ad formats, including carousel and video ads, to determine the best-performing styles.
• Continuous Performance Monitoring
  • Regularly monitored campaign performance metrics to identify underperforming ad sets.
  • Allocated budgets dynamically to high-performing ad sets, improving overall efficiency.
• Clear Call-to-Actions (CTAs)
  • Ensured CTAs were action-oriented and directly aligned with the campaign objectives, leading to better lead generation.

Key Metrics Overview

Conclusion

By implementing a strategic approach focused on audience refinement, ad creative improvement, and data-driven optimization, I successfully elevated the performance of Landlife Properties’ Meta Ads campaigns. The campaigns not only delivered a substantial volume of high-quality leads but also achieved a lower cost per result compared to industry benchmarks, ensuring the client received exceptional ROI.

This project demonstrates my ability to optimize paid social media campaigns for businesses in competitive industries like real estate.

Project Overview

Lit, a fast-food restaurant, started its journey with just two branches and had a vision to expand rapidly while establishing itself as a recognized and well-loved brand in the competitive food industry. I worked with Lit as part of my tenure at Ben Daood Studios, where the primary goal was to enhance brand awareness, create strong brand recall, and lay the foundation for growth.

Campaign Duration

The case study spans one year of data (January 2024 – December 2024).

Key Achievements

• Brand Expansion and Growth
  • When I began working with Lit, they operated two branches. By the end of the year, they had grown to five branches, thanks in part to the digital marketing campaigns that contributed to higher brand visibility and increased sales.
• Widespread Reach
  • The campaigns reached a total of 7.15 million people and generated 28.65 million impressions, making the brand widely recognized in the target regions.
• Engagement and Interaction
  • Lit’s campaigns generated impressive engagement, including:
    • 363,179 post engagements in the content engagement campaign.
    • 24,227 engagements in the 7 Days Multan Campaign at a cost of only Rs0.04 per engagement.
    • Significant messaging conversions (233 in Islamabad and 564 in other areas) which helped drive online inquiries and orders.
• Sales and Conversion Boost
  • Strategic ad placement and audience targeting helped generate leads and interest in Lit’s home delivery services, resulting in increased sales both through calls and direct messaging campaigns.

Strategies Implemented

• Audience-Centric Creative Campaigns
  • Developed customized campaigns with visually appealing creatives and compelling messages to attract the target audience.
  • Focused on campaigns like “7 Days” promotions and home delivery campaigns, which resonated well with the audience.
• Optimized Ad Spend for Maximum Results
  • Deployed cost-efficient campaigns that delivered results like post engagements at Rs0.04 to Rs0.26 per result, demonstrating exceptional return on investment.
• Building a Strong Brand Image
  • Through thoughtful messaging and consistent branding, I ensured Lit became synonymous with quality fast food, helping establish trust and recall in the market.
• Strategic Ad Placements
  • Combined reach-based campaigns with conversion-oriented ones to strike the right balance between brand awareness and sales.
• Regional Focus and Timing
  • Tailored messaging and offers for specific locations, targeting the right audience at the right time for each campaign.

Key Metrics Overview

Conclusion

By focusing on brand awareness, creative digital campaigns, and strategic targeting, I helped Lit transition from a small-scale fast-food restaurant with two branches to a growing chain with five branches. The campaigns not only expanded their reach but also established a strong brand identity that resonated with the audience. This project demonstrates my expertise in using data-driven marketing strategies to build brands and achieve tangible growth in competitive industries.

Project Overview

As Digital Marketing Manager at Ben Daood Studios, I had the opportunity to work with Cheezious, a well-established food brand in Pakistan to boost its digital advertising efficiency on Meta platforms (Facebook and Instagram). With tracking systems already effectively in place, the primary objective for this campaign was to enhance Return on Ad Spend (ROAS) across various ad sets, ensuring each dollar spent drove maximum revenue.

Challenges

Despite steady performance, there was potential to increase ROAS further, given the competitive nature of the food and delivery service market. The challenge was to refine targeting and creative strategies to drive higher revenue with steady increase in ad spend.

Strategy & Execution

• Optimized Audience Targeting: By segmenting audiences based on historical engagement and purchase behavior, we tailored ad sets to specific demographic and location-based groups. This targeting refinement allowed for more precise ad delivery, aligning content with audience interests and purchase intent.
• Creative Testing and Refinement: Multiple versions of ad creatives were tested, with a focus on high-impact visuals and compelling calls-to-action. The best-performing creatives were scaled across various ad sets, helping to drive stronger engagement and conversions.
• Efficient Bidding Strategies: The campaigns employed advanced bidding strategies to allocate budget effectively, prioritizing high-performing ad sets. This ensured that the budget focused on segments yielding the highest returns, which contributed to an improved ROAS.
• Cost Efficiency Benchmarks: Peer benchmark analysis revealed that Cheezious’ ad sets were performing significantly better than similar campaigns in terms of cost efficiency. Certain ad sets achieved cost per website purchase rates 76% lower than peer averages, while others achieved cost per engagement up to 74% lower than industry standards.

Results

The strategic adjustments delivered impressive results, with notable improvements in ROAS and overall campaign efficiency:

• Average ROAS of 36.88: By strategically optimizing ad delivery and creative impact, Cheezious achieved an average ROAS of 36.88 across campaigns.
• Lowered Cost per Engagement and Purchase: Cost per engagement was reduced by up to 74% compared to peer benchmarks, while cost per purchase in some ad sets was 76% lower than similar campaigns in the industry.
• Increased Reach and Impact: With enhanced targeting and optimized ad spend, the campaigns achieved wider reach and greater engagement, solidifying Cheezious’ position in the digital landscape.

Conclusion

Through focused optimization efforts, we successfully maximized ROAS for Cheezious, showcasing the potential of a finely-tuned advertising strategy. By refining audience targeting, testing creative elements, and prioritizing budget allocation, the campaigns outperformed expectations, driving substantial returns and setting a high standard for future initiatives.

Project Overview

As part of Ben Daood Studios, I had the opportunity to work with Cheezious, a prominent food chain based in Pakistan, sought to enhance their digital marketing efficiency, maximize campaign performance, and improve the tracking of their advertising efforts on Meta platforms. The primary goal was to generate higher returns on ad spend (ROAS) and optimize overall ad performance across multiple campaigns.

Objective

To refine Cheezious’s Meta campaigns by:

• Increasing ROAS to ensure a more efficient allocation of their ad spend.

• Improving ad delivery and audience segmentation.

• Ensuring more accurate tracking and data reporting to better gauge campaign effectiveness.

Challenges

• Inefficient targeting resulting in lower engagement and conversions.

• Inaccurate tracking, leading to data discrepancies and difficulties in analyzing true campaign performance.
• Limited budget efficiency due to high cost-per-result in specific ad sets.

Strategy & Execution

• Ad Optimization and Targeting Improvements: We restructured campaign audiences to better segment and reach relevant users. This included demographic targeting, geographic adjustments, and interest-based audiences tailored to Cheezious’s customer profile.
• Creative Testing: To engage audiences effectively, we tested various creative elements (e.g., visuals, CTAs, and ad copy) to determine what resonated best. Ads were optimized based on engagement metrics to prioritize top-performing creatives.
• Enhanced Tracking Setup: We implemented advanced tracking and optimized conversion tracking for more accurate insights into purchase behaviors. This involved revisiting Cheezious’s pixel setup, refining event prioritization, and addressing issues with data lag.
• Budget Reallocation Based on ROAS: Using ROAS as a guiding metric, we redirected the budget toward high-performing ad sets. This data-driven approach allowed us to concentrate resources on the campaigns yielding the highest returns.

Results

Following the implementation of these strategies, Cheezious saw a significant improvement in campaign performance:

• Average ROAS across campaigns rose to an impressive 18.57.
• Certain campaigns achieved ROAS as high as 46.43 and 40.96, indicating a substantial increase in revenue relative to ad spend.

Conclusion

By focusing on precise targeting, optimizing creative assets, and refining tracking mechanisms, Cheezious was able to maximize their Meta campaigns’ effectiveness. The improved ROAS results underscore the impact of data-driven adjustments and strategic budget allocation on digital marketing performance.

Project Overview

Rewayat Events is a newly launched catering service under the Rewayat Restaurant brand. The goal of this project was to generate high-quality leads through digital marketing efforts for their catering business and help them secure clients for various events.

Objective

• Generate high-quality leads for the new catering business.
• Focus on optimizing Meta Ads for WhatsApp message conversions to create direct communication with potential clients.

Key Achievements

• High-Quality Lead Generation
  • Delivered 1,706 leads through WhatsApp messaging campaigns, enabling direct and personalized communication with potential clients.
  • Many of these leads were converted into bookings, significantly boosting the catering business.
• Efficient Cost Management
  • Achieved an average cost per result of Rs251.41, showcasing cost-efficient campaign management while maintaining lead quality.
• Wide Reach and Awareness
  • The campaigns reached 251,585 unique users and generated over 1.1 million impressions, increasing awareness about Rewayat Events in the target regions.
• Client Satisfaction
  • The client was highly satisfied with the performance, noting that many leads were successfully closed into paying customers.

Strategies Implemented

• WhatsApp Messaging Ads Optimization
  • Leveraged WhatsApp messaging campaigns to streamline lead generation and enable direct interaction between potential customers and the client.
  • Used conversational approaches to build trust and provide personalized solutions to customer inquiries.
• Targeted Audience Segmentation
  • Focused on individuals and businesses looking for catering services for events such as weddings, corporate functions, and private gatherings.
  • Utilized demographic and interest-based targeting to reach the right audience.
• Engaging Ad Creatives
  • Designed visually appealing and informative ad creatives showcasing Rewayat Events’ catering offerings, menu variety, and event setups.
  • Highlighted the unique selling points of Rewayat Events to differentiate them from competitors.
• Continuous Optimization
  • Monitored ad performance regularly to reduce the cost per result and improve lead quality.
  • Made data-driven adjustments to ad placements, bidding strategies, and targeting to maximize ROI.

Results

Conclusion

The Meta Ads campaign for Rewayat Events successfully achieved its goal of generating high-quality leads at an efficient cost. The combination of optimized WhatsApp messaging ads, engaging creatives, and strategic targeting helped establish Rewayat Events as a trusted catering service in the market. The client was pleased with the results, as many leads were converted into closed deals, contributing to the growth of this new business segment.

This project highlights my expertise in optimizing ad campaigns for lead generation and delivering measurable results for businesses looking to scale new offerings.

Project Overview

Rewayat Restaurant is a well-known eatery with a growing footprint in the region. In 2024, the focus was on strengthening its brand awareness and brand recall, along with supporting the launch of its new branch in I-8 Markaz, Islamabad.

I collaborated with Rewayat Restaurant as part of Ben Daood Studios, managing their Meta Ads campaigns to achieve their objectives.

Objective

• Build strong brand awareness across the target audience.
• Create brand recall using consistent and engaging digital campaigns.
• Support the new branch launch in I-8 Markaz with dedicated awareness campaigns.

Key Achievements

• Massive Reach and Engagement
  • Reached over 6 million unique users in 2024, helping to establish Rewayat Restaurant as a household name.
  • Generated 22.5 million impressions, ensuring repeated exposure to the brand, enhancing recall.
  • Engaged with the audience through 4.1 million interactions, solidifying the brand’s presence online.
• Successful Launch of I-8 Markaz Branch
  • The I-8 Markaz branch launch campaign was highly successful, reaching over 1 million users and generating 404,366 post engagements at a cost of just Rs0.74 per engagement.
• Event-Specific Campaign Performance
  • Ramadan Campaign: Achieved remarkable reach of 2.2 million users and engagement at an impressive cost per result of Rs0.57.
  • Valentine’s Day Campaign: Garnered 46,833 post engagements at a low cost of Rs0.05 per engagement, showcasing campaign efficiency.

Strategies Implemented

• Brand Awareness Campaigns
  • Used a mix of video ads, image carousels, and storytelling techniques to introduce Rewayat’s unique offerings to a larger audience.
  • Focused on consistent branding elements like logos, themes, and taglines for brand recall.
• Geo-Targeted Ads for New Branch Launch
  • Designed hyper-focused campaigns targeting the vicinity of I-8 Markaz to drive foot traffic and awareness of the new branch.
• Engaging Seasonal Promotions
  • Launched event-based campaigns like Valentine’s Day, Ramadan, and World Cup, which boosted short-term engagement while strengthening long-term recall.
• Data-Driven Optimization
  • Monitored campaign performance in real-time and adjusted budgets, placements, and creatives to maximize results and minimize costs.
• ThruPlay Optimization
  • Leveraged ThruPlay campaigns to deliver 1 million+ video completions, enhancing customer retention and connection with Rewayat’s story.

Results

Conclusion

The year-long Meta Ads campaigns for Rewayat Restaurant in 2024 successfully increased brand awareness and built a strong recall. The campaigns not only supported the launch of the new branch in I-8 Markaz but also resonated with the target audience, generating millions of interactions.

This case study underscores the importance of creative strategy, targeted marketing, and data-driven optimization to achieve remarkable results in the competitive restaurant industry.

Project Overview

Savour Foods is one of the most well-known food brands in Islamabad, Rawalpindi, and Lahore, famous for its signature pulao and other fast food items. Despite its strong brand recognition, the goal was to keep audiences actively engaged and strengthen brand recall in an increasingly competitive digital landscape.

Campaign Duration

January 2024 – March 2024

Objective

• Maintain high engagement levels with the audience.
• Reinforce brand recall and stay top-of-mind.
• Drive continuous interaction across social platforms.

Challenges Identified

• Sustaining Engagement – With an already loyal customer base, the challenge was to keep engagement levels high.
• Ad Fatigue – Running campaigns for an established brand required fresh, creative strategies to avoid redundancy.
• Balancing Performance & Cost Efficiency – Ensuring high engagement at an optimal cost per result.

Strategies Implemented

• Engagement-Focused Ad Campaigns
  • Created multiple ad variations including interactive content, polls, and video ads to boost user interaction.
  • Leveraged seasonal themes (Ramadan, PSL, and New Year campaigns) to stay relevant and timely.
• Video & ThruPlay Strategy
  • Used ThruPlay ads to maximize video watch time and keep audiences engaged.
  • Optimized video content for higher retention and brand reinforcement.
• Hyper-Localized Targeting
  • Focused on key cities (Islamabad, Rawalpindi, Lahore) to ensure that content reached the most engaged local audiences.
• Post Engagement & Awareness Ads
  • Ran campaigns designed specifically to maximize shares, comments, and reactions, reinforcing brand presence in everyday conversations.

Key Metrics Overview

Results

Key Achievements

• Massive Brand Engagement – High interaction rates with an exceptionally low cost per result.
• Successful Seasonal Campaigns – Ramadan, PSL, and New Year campaigns maximized audience interest.
• High Video Engagement – ThruPlay ads increased brand recall through consistent video views.
• Sustained Brand Recall – Savour Foods maintained its dominance in digital conversations within its key cities.

Conclusion

Through a strategic mix of engagement ads, ThruPlay video content, and hyper-local targeting, Savour Foods successfully kept audiences engaged, reinforced brand recall, and maintained cost efficiency over three months.

By leveraging timely campaigns and optimizing for high engagement at low costs, Savour Foods continued to dominate the food industry in Islamabad, Rawalpindi, and Lahore.