Paid ads management on Meta, TikTok, Snapchat and Google

There's no fixed ratio that fits every brand. We start with two questions: where does your customer spend their time, and how do they decide to buy? Impulse products, like perfume and personal care, usually find their buyers on TikTok, Snapchat and Instagram. Products people search for themselves, like furniture or specialist items, need a strong presence on Google.

At first we spread the budget over a small number of campaigns so each one gathers enough data. After two or three weeks we can see where orders come in at the lowest cost, move the budget there step by step, and keep a small fixed share for testing new ideas and audiences.

In Egypt a large share of orders is paid on delivery, and not every order recorded in the store becomes a sale. So we don't stop at the order count in Ads Manager. We ask how many orders were confirmed, and how many were actually delivered.

We calculate return and cost per order on delivered orders, and review confirmation and return rates with your team. If returns rise from one campaign, we review its message and audience, because an ad that brings many orders that never get delivered costs you more than it seems.

We increase spend when a campaign shows a steady return for several days, not after one good day. The increase is gradual, because doubling a budget overnight confuses the platforms' algorithms and pushes costs up.

We stop or change an ad when the cost per order rises above the level that keeps you profitable. We agree on that level with you at the start, based on product price and margin, so scaling or stopping is a decision based on numbers, not impressions.