Quality over quantity. I

01 / The challenge

The problem behind the brief.

For a dropshipping fragrance store, more orders alone would not satisfy the brief. The plan needed higher-value customers, a stronger basket and more value from the relationship after the first purchase.

02 / The decisions

Where the work changed.

1. 01

   Bid toward value.

   Google Search and Performance Max were the advertising channels. Target ROAS bidding and engagement and purchase data supported the focus on high-intent, higher-value buyers.

2. 02

   Remove the work from deciding.

   Ad messages and landing pages made the offer and product information easier to understand. The objective was a clearer route from an interested searcher to a confident buyer.

3. 03

   Build the second purchase into the plan.

   Retargeting used tailored offers for repeat purchases. WhatsApp introduced complementary products, while cart cross-sells and post-purchase upsells supported a more valuable customer relationship.

4. 04

   Give the season a role.

   Founding Day and Ramadan shaped product focus, with bestsellers and seasonal demand guiding the offer. The campaign aimed for meaningful visibility at the moment of intent rather than indiscriminate reach.

03 / The outcome

The difference it made.

Sales moved from SAR 12,973.65 to SAR 24,159.43 while ad spend moved from SAR 4,600 to SAR 2,900. The operator reports 8.3x ROAS, average order value rising from SAR 160 to SAR 255, and a 20% relative uplift in repeat purchase.

February sales

SAR 24,159.43January: SAR 12,973.65.

February ad spend

SAR 2,900January: SAR 4,600; approximately 37% lower.

Reported return on ad spend

8.3x

Average order value

SAR 255Previously SAR 160; approximately 59% higher.

Reported repeat-purchase uplift

+20%Relative uplift; not a 20-percentage-point increase.