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Case Study
90 Days · Meta Ads · E-Commerce · Egypt
From Chaos
To a Daily
Sales Machine
In 90 Days
Client
Date Brand — FMCG (Premium Dates & Gourmet)
Period
Jan – Mar 2026 · Q1 (Ramadan Season)
Market
Egypt · E-Commerce
Products
Dates · Ghee · Olive Oil · Nuts
2.66M
Total Sales EGP
+1,286% vs before
2.32K
Total Orders
+1,094% vs before
8.53x
Peak Month ROAS
vs 3–4x before
2.09M
Net Revenue EGP
+1,337% vs before
01
The Problem
AN E-COMMERCE ACCOUNT
RUNNING ON CHAOS

When we took over, the brand had an e-commerce store that was technically running — but not working. Campaigns were live, money was being spent, and results were inconsistent. There was no structure, no testing framework, no daily system. Just ads.

Before RUN
3–4x
Average ROAS with no structure. Budget was capped low because every time they spent more, they lost more. No winning creatives identified. No consistent daily sales. Products selling randomly with no scaling framework.
After 90 Days
6.78x
Blended ROAS across the full quarter — including a month where the ad account was banned and rebuilt from scratch. Daily sales system running across all products. Testing machine operating continuously.
Why They Couldn't Scale
The core issue wasn't the product — premium dates and gourmet items have real demand, especially entering the Ramadan season. The issue was the absence of any performance architecture. Without a structured testing system to identify winners, without a scaling framework to amplify them, and without the data discipline to know which products deserve more budget — growth was impossible. Spending more only meant losing more.
⚡
No Testing Framework
Creatives were running without A/B logic. No format testing. No audience segmentation. No mechanism to identify what was working and why — so nothing could be scaled with confidence.
📦
Single-Product Focus
Spend was concentrated on one or two products while the full catalog — dates varieties, ghee, olive oil, nuts — went untouched. A huge revenue opportunity was sitting idle.
🔁
No Daily Sales System
Revenue was erratic — good days, dead days, no predictability. Without a daily optimization routine and a winner-scaling protocol, the algorithm never had enough signal to deliver consistently.
02
The Strategy
WE DIDN'T FIX ADS.
WE BUILT A SALES SYSTEM.

The first priority was architecture — before spending a single pound more, we restructured the entire account. Then we launched a continuous testing machine across creatives, audiences, and products. Every winner entered a vertical and horizontal scaling cycle running simultaneously every day.

01
ACCOUNT RESTRUCTURE
Day one: rebuilt the campaign structure from scratch. Clear separation between testing campaigns (ABO) and scaling campaigns (winners). Proper pixel events mapped. Foundation built to scale without breaking.
02
CONTINUOUS TESTING MACHINE
Ran simultaneous testing across 6+ creative formats: Product Presentation, Ambassador Ads, Static Collections, Single Product Statics, Lifestyle Shoots, Catalog Ads. Tested across Broad and ADV+ for every format. Never stopped testing.
03
WINNER IDENTIFICATION
Every creative that hit our ROAS threshold entered the winner pool. We extracted multiple variations per winner per product — different hooks, lengths, visual angles — to maximize each winning direction's life cycle.
04
VERTICAL SCALING
Winners scaled daily through budget increases — measured, incremental, data-driven. Every budget decision tied to ROAS signals from the previous 24–48 hours. Scale only when the signal is clear.
05
HORIZONTAL SCALING
Parallel to vertical scaling: duplicate winning ad sets into new audiences and placements simultaneously. Doubles reach without disrupting existing delivery. Scaling by creatives — not just budget.
06
FULL CATALOG COVERAGE
No product left behind. Testing and scaling cycles built for every SKU — dates varieties, ghee, olive oil, nuts. Revenue diversified across the full range. No single-product dependency.
03
The Execution
THREE MONTHS.
THREE DIFFERENT BATTLES.

Every month brought a different challenge. Month one: build the system from zero into Ramadan season. Month two: scale aggressively — then survive an account ban and rebuild. Month three: prove the system works even off-season on a new account.

01
January
SYSTEM BUILD
BUILD THE MACHINE FROM ZERO
Took over a chaotic account entering the pre-Ramadan window. Immediately restructured — killed what wasn't working, set up proper testing campaigns (ABO), and launched structured creative tests across multiple formats and all products simultaneously. By mid-January the testing machine was identifying winners. By end of month: ROAS 8.53x on a fully rebuilt account.
ROAS 8.53x843 Orders982K EGP Sales165K EGP SpendVisits +547%
ROAS
8.53x
Best campaign: 8.81x
Net Profit
711K
EGP +729.5%
CVR
2.54%
+33% vs prior
Meta — Jan Campaigns · ROAS 8.40x–8.81x
Meta — Jan Ad Sets · Avg ROAS 8.53x · 793 Purchases
EasyOrders — January · 843 Orders · 982K EGP · +760% Growth
02
February
SCALE → BAN → REBUILD
RAMADAN PEAK — THEN THE HARDEST TEST
February was the Ramadan peak — 1,310 orders, 1.53M EGP in sales, ROAS 7.06x average. Then mid-month: the ad account was banned. Zero delivery. Zero revenue. We rebuilt the entire account structure on a new account, re-uploaded all winning creatives, re-established the campaign architecture, and got back to generating sales. The system wasn't in the account. It was in our heads.
ROAS 7.06x avg1,310 Orders1.53M EGP Sales207K EGP Spend⚠ Account Banned Mid-MonthNew Account Rebuilt
ROAS
7.06x
Despite account ban
Net Profit
1.24M
EGP +55.8%
Orders
1.31K
+40.1% vs Jan
Meta — Feb Campaigns · Winners 6.91x · Testing 7.39x
EasyOrders — Feb · 1,310 Orders · 1.53M EGP · +40.1%
03
March
NEW ACCOUNT · OFF-SEASON
THE SYSTEM WORKS — EVEN OFF-SEASON
March was the hardest conditions possible: new account (cold pixel, no history), post-Ramadan off-season, and limited budget while rebuilding. Yet the system delivered. 23K EGP spend → 172K EGP in sales at ROAS 6.26x. More importantly: conversion rate hit 4.26% — the highest of the entire quarter. When the system is right, even a cold account in an off-season sustains profitability.
ROAS 6.26xCVR 4.26% — Season Best172K EGP Sales23K EGP Spend OnlyNew Account · Off-Season
ROAS
6.26x
New account, off-season
CVR
4.26%
Highest of the quarter
Net Profit
153K
EGP — 23K spend
Meta — Mar New Account · ROAS 6.26x avg · 125 Purchases
EasyOrders — Mar · CVR 4.26% · Net 153K EGP
04
Quarter Results
THE NUMBERS ACROSS
THE FULL 90 DAYS

One quarter. One account ban. One rebuild. One off-season month. Three completely different conditions. One consistent result: a profitable daily sales system that kept working regardless.

EasyOrders — Q1 Overall · 2.32K Orders · 2.66M EGP · Net 2.09M EGP
Total Sales — Q1
2.66M EGP
+1,286% vs same period prior year
Net Revenue — Q1
2.09M EGP
+1,337% net revenue growth
Blended ROAS
6.78x
Across 3 months including account ban period
Q1
Total Orders
2,320+
+1,094% orders growth. Avg order value 1,140 EGP (+16%). Full catalog coverage across all SKUs.
ORD
Total Visits
81K
+496.6% store visits. Add to cart 9.93K (+1,796%). Initiate checkout 3.29K (+782%).
VST
Peak ROAS — January
8.53x
Best campaign 8.81x. Net profit 711K EGP from 165K spend. Orders +760%.
JAN
CVR Growth
+100%
Quarter CVR 2.87% (+100.1%). March peak 4.26% — highest on the new cold account in off-season.
CVR
Resilience Test
6.26x
ROAS on brand new account, off-season, 23K spend. System survived a ban and rebuilt profitably within weeks.
MAR
Before RUN (3–4x ROAS, no scale)
RUN DELIVERED 6.78x BLENDED · PEAK 8.53x · +1,337% NET REVENUE
05
Key Learnings
WHAT THIS QUARTER
TAUGHT US

90 days, 3 different account conditions, 1 ban, 1 rebuild. Every challenge revealed a principle. These are the ones we carry into every brand we work with.

01
THE SYSTEM IS THE ASSET — NOT THE ACCOUNT
When the account got banned, we lost the account but not the system. The testing framework, the winner criteria, the scaling protocol — all rebuilt on a new account within days. If your growth depends on one account, you're one ban away from zero.
02
TESTING ACROSS ALL PRODUCTS IS NON-NEGOTIABLE
Focusing spend on one or two hero products leaves massive revenue on the table. Running simultaneous testing for every SKU revealed unexpected winners — products that outperformed the "hero" once given proper creative and budget.
03
VERTICAL + HORIZONTAL SCALING MUST RUN IN PARALLEL
Budget increases alone slow down. Duplication alone fragments the algorithm. Both running simultaneously — scaling budget on winners while duplicating into new audiences — is what creates compounding daily growth.
04
FORMAT DIVERSITY PROTECTS ROAS
Running 6+ creative formats in parallel means when one format fatigues, others are already warmed and ready to scale. Brands relying on one creative format are one saturation cycle away from ROAS collapse.
05
OFF-SEASON IS WHERE YOU BUILD THE MOAT
March was off-season for dates. The temptation is to pause. Instead we rebuilt the account, improved conversion infrastructure, and identified evergreen winners. By the time the next season hits, the machine is already warm and tested.
06
CVR IS THE MULTIPLIER NOBODY TALKS ABOUT
March had the lowest traffic and the highest CVR (4.26%). Same products, same prices — better creative and better audience targeting. A 2x improvement in CVR doubles revenue without touching the budget. The most underrated lever in e-commerce.