Services — 03
Media buying
Paid advertising is the fastest way to find out whether your offer and your creative work. It is also the fastest way to spend money finding out nothing at all. The difference is whether the campaign was built around a decision you intend to make.
Overview
What media buying involves
Media buying is planning where advertising budget goes, placing it, and managing it while it runs. It covers audience and platform choice, campaign structure, budget allocation, creative testing, tracking, optimisation and reporting.
The part that decides results is usually not the platform settings. It is the creative and the offer. Targeting on the major platforms has become largely automated; what still separates campaigns is whether the ad is worth stopping for and whether what it asks people to do is worth doing. That is why we do not treat media buying as separate from content and video production.
The second thing that decides results is measurement. If you cannot see which spend produced which outcome, optimisation becomes guesswork dressed up as reporting. Tracking gets set up before launch, not after the first disappointing month.
Our campaign results
Numbers from campaigns we actually ran.
-
New Idea
Wall-art store on Salla · Saudi Arabia
43k SARin sales during the campaign
Return on ad spend (ROAS) of about 6×
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Falcon Wings
Flight dispatch & aviation training academy · Saudi Arabia
6 groupscourses fully booked
Course price: about SAR 25k · At least 5 people per group
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Beauty Valley
Cosmetic clinic · Cairo, Egypt
5 EGPcost per message
The typical cost per message in Cairo is EGP 10–15
Audience
Who this is for
- Businesses running ads with unclear returns — spend goes out, results are hard to attribute.
- E-commerce brands that need campaigns judged on revenue and return on ad spend, not clicks.
- Companies generating leads — real estate, education, healthcare, services — where lead quality matters more than lead volume.
- Brands launching a product or entering Saudi Arabia or Egypt for the first time.
- Companies boosting posts without a campaign structure behind it.
- Advertisers who have plateaued — results were fine, then stopped improving.
Problems
The problems it solves
Spend without attribution
Money goes into several platforms and nobody can say which one produced the sales.
Cheap leads that never convert
Cost per lead looks excellent and the sales team cannot reach or close any of them.
Boosting instead of campaigning
Promoting posts is a blunt tool: no structure, no testing, no control over who is reached.
Creative fatigue
The same ad runs for months, performance decays, and the fix attempted is a higher budget.
Broken or missing tracking
Pixels not firing, events misconfigured, conversions counted twice — optimising against wrong data.
Traffic sent nowhere useful
A strong ad pointing at a slow or unconvincing landing page wastes most of what it earned.
Scope
What we do
Campaign planning
Objective, audience, platform mix and budget split, decided before anything is launched.
Platform management
Meta, TikTok, Snapchat, Google and X — chosen for where your audience is, not for a fixed package.
Tracking setup
Pixels, events and conversion tracking verified before launch, so the data can be trusted.
Ad creative
Ads designed and produced by the same team that makes your content, including video and motion.
Testing
Structured tests of audiences, creative and offers — one variable at a time, so results mean something.
Optimisation
Active management: shifting budget toward what works and stopping what does not, with a stated reason.
Reporting
Reporting against your business metrics — cost per lead, cost per acquisition, return on ad spend — plus what we changed and why.
Process
How we work
- 1
Account audit
Existing campaigns, tracking and history: what has been spent, what worked and what the data can actually support.
- 2
Plan and structure
Objectives, audiences, campaign structure and budget split agreed in advance, with a defined success measure.
- 3
Tracking and creative
Tracking verified and the first creative set produced — usually several variants rather than one.
- 4
Launch and learn
The opening period is deliberately about learning which audience and creative combinations work.
- 5
Optimise and scale
Budget concentrates on what performs. Scaling happens gradually, because sharp increases usually reset performance.
- 6
Report and adjust
A monthly read of spend against results, what we learned, and what changes — including honest accounts of tests that failed.
Deliverables
What you get
- A campaign plan with objectives, audiences and budget split
- Verified tracking and conversion setup
- Ad creative in the formats each platform needs, in Arabic and English
- Structured campaigns built and launched on the chosen platforms
- Ongoing optimisation with documented changes
- Reporting against cost per lead, cost per acquisition or return on ad spend
- Clear recommendations for the following period
Questions
Common questions
How do we know if our paid advertising is actually working?
By judging it against a business number rather than a platform number. Impressions, reach and even clicks describe activity; cost per qualified lead, cost per acquisition and return on ad spend describe outcomes.
Two checks matter most. First, is tracking correct — are conversions being counted once, and attributed to the right campaign? Second, what happens after the click: for lead generation, how many leads the sales team could actually reach and close. A campaign with an excellent cost per lead and a terrible close rate is not working, whatever the dashboard says.
What budget do we need to start?
It depends on the market, the platform and how competitive your category is — the honest answer is that it varies more than any published figure suggests.
The more useful principle: the budget has to be large enough to gather meaningful data within a reasonable period. Spend spread too thinly across too many campaigns produces numbers nobody can learn from. We would rather start focused on one platform and one objective and expand once something is working.
Do you handle the creative as well as the buying?
Yes, and we think separating them is a mistake. Creative is the biggest lever on paid performance, and an agency that only manages placements is optimising around a fixed constraint. Ads are produced by the same team handling content and motion and video.
Which platforms do you buy on?
Meta, TikTok, Snapchat, Google and X, chosen per client. Platform mix genuinely differs between Saudi Arabia and Egypt, and between B2C and B2B, so it is a decision that comes out of the plan rather than a standard list.
Who owns the ad accounts?
You do. We work inside your accounts wherever possible, so the spend history, the audiences and the learning stay yours if we ever stop working together.
Can you improve campaigns we are already running?
Yes. That starts with an audit of the account and the tracking. In a fair number of cases the first meaningful improvement comes from fixing measurement rather than changing targeting — you cannot optimise reliably against data that is wrong.
