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

As part of Ben Daood Studios, I had the opportunity to work with Ginyaki, a renowned continental restaurant based in Islamabad. The goal was to enhance their online presence and reach through creative and optimized digital campaigns on Meta platforms (Facebook and Instagram). As part of our broader initiative, we aimed to manage and improve their paid social media campaigns to maximize engagement and reduce costs.

Objective

The primary focus for Ginyaki’s digital campaigns was to maintain and optimize the success of their paid social efforts while lowering the cost per engagement (CPE). This project’s aim was to boost customer interaction and brand awareness at minimal costs, ensuring their campaigns performed better than industry peers.

Approach

Managing Ginyaki’s paid social media campaigns required a blend of creative content strategies and performance optimization. Key actions included:

• Creative Campaign Development: We designed visually appealing and engaging creatives tailored for Meta platforms, ensuring they aligned with Ginyaki’s brand identity.
• Targeted Audience Refinement: Utilizing Meta’s advanced audience tools such as Lookalike Audiences and interest-based targeting to capture the most relevant audience.
• Ad Performance Optimization: Implemented ongoing monitoring and adjustments of bids and ad placements, ensuring the campaign stayed competitive in real-time.
• Multi-Platform Strategy: Running integrated campaigns across Facebook and Instagram to reach a broader audience while maintaining consistency in messaging and brand tone.

Results

Our creative and strategic efforts led to excellent performance results, consistently delivering low CPE in comparison to industry benchmarks. The results were achieved without any substantial budget increase or extra effort from the client’s end.

Here are some of the highlights:

• App Launch Promo – Instagram (2nd August – 3rd September 2023)
  • CPE for this ad set was Rs 0.18, which was 66% lower than the industry benchmark of Rs 0.51.
• World Cup Ad Set – Facebook (14th October – 10th November 2023)
  • The CPE achieved was Rs 0.20, 76% lower than the peer ad set average of Rs 0.83.
• World Cup Ad Set – Instagram (14th October – 10th November 2023)
  • CPE for Instagram was Rs 0.23, 72% lower than similar ad sets with an industry average of Rs 0.83.

These significant results showcased my ability to outperform similar campaigns in the industry, effectively boosting Ginyaki’s engagement levels at a fraction of the cost.

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

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.