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.
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.
Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.
I developed a professional business website for 7EvenSeas, a Dubai-based immigration consultancy. Built on WordPress, the site was designed to highlight the consultancy’s services and expertise in helping clients navigate immigration processes. The website features clear, informative service pages, a user-friendly layout, and an integrated contact form to facilitate easy inquiries. Additionally, I ensured the site was optimized for SEO, enhancing its visibility for potential clients seeking immigration services in Dubai and internationally. This project provided 7EvenSeas with a strong online platform to engage clients and grow their consultancy business.
Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.
I developed a fully functional e-commerce website for Dexoom, a Bahrain-based company specializing in the sale and installation of CCTV cameras and intercom systems. Completed within three weeks using WordPress and WooCommerce, the website features a streamlined product catalog, secure payment gateway, and easy navigation to enhance the shopping experience for customers. In addition, I integrated a service booking system for installation requests, ensuring a seamless process from product selection to service fulfillment. The site was also optimized for SEO, helping Dexoom reach a broader audience and increase sales in the Bahrain security market.
Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.
I developed a comprehensive e-commerce website for Pets Friendz, a UK-based retailer specializing in pet food, accessories, and toys. Using WordPress and WooCommerce, I created a vibrant, easy-to-navigate online store tailored to pet owners. The website features detailed product categories, a user-friendly shopping cart, and secure payment integration, all designed to make the shopping experience enjoyable and hassle-free. Additionally, I optimized the site for SEO to attract pet lovers and improve online visibility. This project provided Pets Friendz with a strong digital platform, enabling them to better serve their customers and grow their business in the competitive pet care market.
Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.
I spearheaded the development of an e-commerce website for Frontier Trading, a UK-based retailer offering a diverse range of products. Over a six-week period, I utilized WordPress and WooCommerce to create a dynamic, user-friendly online store that caters to a wide customer base. The website features an intuitive product catalog, streamlined checkout process, and secure payment options, all designed to provide a smooth shopping experience. I also focused on optimizing the site for mobile devices and implementing SEO strategies to improve search engine rankings. This project not only enhanced Frontier Trading’s online presence but also helped drive sales and expand their market reach in the UK.
Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.
I developed a robust e-commerce website for Flix Corner, a digital goods retailer, over a four-week period using WordPress and WooCommerce. The website was designed to provide a seamless shopping experience, featuring a clean and modern interface tailored to the brand’s identity. Key functionalities included a fully integrated shopping cart, secure payment gateway, and easy product navigation to enhance user experience. Additionally, I optimized the site for speed and SEO to attract and retain customers. This project successfully equipped Flix Corner with a powerful online store, enabling them to efficiently sell digital products and scale their business.
Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.
I completed the development of a sophisticated website for Pine City Resorts, a luxury resort brand, within two weeks using WordPress. The site was designed to capture the essence of the brand, with a visually appealing and intuitive layout that highlights the resort’s offerings and amenities. Emphasizing responsive design, I ensured the website delivers a seamless experience across all devices. Additionally, I implemented SEO best practices to boost the site’s visibility in search engines, driving more organic traffic. This project successfully provided Pine City Resorts with a powerful digital platform to attract and engage potential guests, enhancing their overall online presence.
