Every dirham should earn its keep
Performance marketing is often mistaken for just running ads. It isn't. It's a system — the right audience, the right creative, the right landing page, the right measurement, and the right optimisation cadence working in concert. When any one of those breaks down, CPO spikes and ROAS collapses.
I've managed $50M+ in paid media across fintech, crypto, real estate, travel, and e-commerce brands across 20+ markets. I don't outsource strategy to the ad platform's algorithm — I build the architecture that tells the algorithm exactly what to optimise for, and monitor it with the discipline most teams reserve only for their top campaigns.
What's covered
Audience Architecture
First-party data strategy, lookalike modelling, retargeting logic, and exclusion audiences that prevent wasted spend. Built on your actual customer data, not platform defaults.
Creative Strategy
Performance creative briefs, structured A/B testing frameworks, and UGC direction — driven by what the data says converts, not what looks nice in an agency deck.
Attribution & Measurement
Multi-touch attribution, incrementality testing, and custom reporting dashboards that surface true campaign ROI. I help you stop relying on platform-reported metrics alone.
Campaign Infrastructure
Campaign architecture, bid strategies, budget allocation, and automated rules that keep campaigns efficient at scale. No wasted structure. No bloated account clutter.
GCC & MENA Expertise
UAE-specific targeting, Arabic creative strategy, Ramadan campaign planning, and regional platform nuances — Snapchat, TikTok, and local publisher networks that global agencies miss.
Retargeting & Lifecycle Paid
Sequenced retargeting flows that mirror the customer journey — from awareness to consideration to conversion — without burning frequency on users who already converted.
How it works
Audit & Baseline
Audit existing campaigns, identify wasted spend, document what's performing, and establish clear KPI baselines. Most accounts have 20–40% waste that can be redeployed immediately.
Strategy & Structure
Define targeting strategy, campaign architecture, creative approach, and measurement framework. Build from business objective backwards — not from platform features outwards.
Launch & Optimise
Launch campaigns with a disciplined testing cadence. Optimise weekly based on performance data, not gut feel. Budget follows performance — winners scale, losers pause.
Scale & Defend
Scale winning campaigns, defend against audience saturation, and continuously test new creatives, audiences, and channels. Compounding efficiency, not linear spend growth.
Ready to build?
Let's talk about your marketing challenges and where I can drive the most impact.
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