From your business target to every ad

01Targets

What are we working towards?

Your targets: revenue, orders and profit, for the month and the quarter.

• We start from your monthly and quarterly targets: revenue, orders, profit and new customers.
• We agree the business KPIs we answer to, and their guardrails: break-even, margin and the highest acceptable cost to acquire a customer.
• The monthly target is a third of the quarter, adjusted for seasons and the campaigns you plan.

What you getA written target sheet you approve. It opens every report.

Your partYour targets, average order value, margin and seasons.

KPIsRevenueOrdersAOVGross marginCACRetention rate

02Audience and channels

Who do we reach, and where?

A clear audience, and every channel with a job and a KPI to match.

• We map the audience: new prospects, people who have engaged with you, and past customers we bring back.
• Each channel has a role in the customer journey: discover, consider, buy or come back, and is measured on the KPI that role needs.
• We split the budget by role and phase: test, learn, then scale.

What you getThe channel and audience plan, with each channel’s job and KPI.

KPIsFrequencyCPMCTRVCRCVRROASRetention rate

03KPIs

How does an ad number connect to my revenue?

We translate your business target into advertising KPIs we control every day, all wired to your target.

• The budget is target revenue divided by target ROAS, and the cost-per-order ceiling is the budget divided by the orders.
• Every ad KPI is wired to the business KPI it serves: CTR matters because it leads to orders, not for its own sake.
• The guardrails are explicit: we never buy orders above break-even cost without telling you.

What you getYour KPI tree: the reference for every decision and every report.

KPIsROASBreak-even ROASCPOCACCPMCTRCVR

04Tracking

How do you know what is happening, every day?

Your data sources feed one source of truth, which our team watches in real time.

• We connect your store or CRM, the ad platforms and analytics, so each order is counted once, against the campaign that drove it.
• Our team watches the KPIs in real time, helped by AI agents that flag any KPI that drifts.
• You get the picture in the mid-month and month-end reports and the monthly briefing, with the context a dashboard can’t give. Tracking setup is an add-on if you don’t have it.

AI-assistedSmart alerts when a KPI drifts

What you getOne agreed source of truth, and the list of what it counts.

KPIsCVRROASCPO

05Ads and video

How do you know which ad works?

We measure every ad and every video on its KPIs, then on what it adds to orders.

• We launch several ads and videos for each audience; our team chooses what goes live.
• Videos are measured on hook rate and completion rate, ads on CTR, and all of them on conversion rate, cost per order and ROAS.
• A winning ad brings orders at or under the target cost, not just clicks.

AI-assistedPreparing multiple ad variants for testing

What you getAn ad scoreboard in every report, and briefs for new ads based on what wins.

KPIsHook rateVCRCTRCVRCPOROASFrequency

06Optimisation

What do you do every day?

Every day we move spend to what delivers the business KPI.

• The ads, audiences and channels that perform get more budget; what misses the target is paused.
• The click trap: we may pause the ad with the highest CTR, because its cost per order is over the ceiling. It gets clicks but doesn’t sell.
• Changes within the approved plan are ours; shifts above the agreed threshold come to you for approval.

What you getA decision log: what changed, when, why, and which KPI it served.

KPIsCPOROASCTR

07Pacing

Are we on track to the target?

We compare revenue and orders to date with the target’s pace, and act at mid-month.

• We see month-to-date revenue and orders against the target line, and spend against the budget.
• At mid-month we read the pace and act: every gap gets a plan, not an excuse.
• Day-to-day swings and learning phases are normal; we judge on the month.

What you getThe mid-month report.

KPIsRevenueOrdersROASCPO

08Reports

What will I receive?

Two reports a month that read advertising against your business KPIs, then a briefing call.

• A mid-month and a month-end report: ad results against your business KPIs, the decisions we took, and why.
• Every channel with its role and KPI, and its contribution to revenue: ROAS, cost per order and the cost to acquire a customer.
• Then the monthly briefing call with your team.

What you getTwo reports a month and a briefing call.

KPIsROASCPOCACMER

09Strategy and budget

How do we grow?

We rebalance the budget every month, review the strategy every quarter, and recommend more budget when the numbers support it.

• Every month we move budget between channels by marginal return: the channel whose next dinar returns more gets more.
• Every quarter we review the strategy: targets, channels, audiences, creative direction and retention.
• We recommend more budget when ROAS holds at or above target, the channel still has audience headroom, and the cost to acquire a customer stays under its ceiling. You approve every budget in writing.

What you getA budget proposal every month and a strategy review every quarter, each with its reasons.

KPIsROASCACLTVFrequencyRetention rateMER

1090 days

What should I expect, and when?

A clear rhythm of work, not a forecast of results.

• Weeks 1–2: targets, the KPI tree, a tracking check, the channel plan, the ads, then launch.
• Weeks 3–6: learning and testing. The numbers swing; we judge the trend.
• Month 2: optimising towards the cost-per-order and ROAS targets. Month 3: the opening quarterly review, and scale decisions on evidence.

What you getA steady rhythm of plans, reports and reviews from day one.

KPIsROASCPO