46,225 orders. 6.5 months. A beauty marketplace in Egypt running Meta, TikTok and Google.
Asking which ads produced this is the wrong question. It wasn't ads; it was a funnel divided so that every stage knew its job.
Four tracks were built before any campaign. Brands: monthly deals for offers from specific brands, testing the offers and scaling only the winners. Categories: dedicated creatives per category, always on, no offer attached. Bundles: single-brand, cross-brand, or routine-based, all aimed at lifting AOV. Catalogs: many product sets split by category, by winning brand, and by price tier.
Top of funnel, for people who don't know you yet: broad targeting with site visitors, engagers and messagers excluded. The exclusion isn't a detail; it's what stops campaigns eating each other and keeps frequency down. Content was ready-made skin care and hair care routines with micro influencers and UGC creators working on benefits and lifestyle. Campaigns ran as evergreen CBO with no offer to pull people into the funnel, offer-testing ABO with each offer in its own ad set, scaling CBO on winning offers, and DPA ABO split by product set.
Mid funnel, for people comparing: dynamic retargeting for visitors, ViewContent and engagers, excluding anyone who added to cart, initiated checkout or purchased. Plus one ad set per category, pairing category-level DPA with manual creatives for that category's offer.
Bottom funnel: cart and checkout abandoners, excluding purchasers, on DPA with a 10% code.
After purchase: buyers from the last 90 days, excluding the last 30, because the product is consumable and runs out. DPA across all products with one message: if it's finished, buy it again.
Final numbers: 46,225 orders, CAC 97, AOV 731, ROAS 7.5, CVR 2.25%, delivery rate above 90%, growth +100% year on year.
Note the ratio: acquiring a customer costs 13% of their first order, and the retention campaign then brings a second and third order far cheaper.
Brands that segment properly are the ones that scale to these numbers, not the ones that spend more.
The lesson
A full system, built one piece at a time
