Case studies / Al Khbaz
Al Khbaz · Premium bakery · Egypt · May 2023 – Mar 2024
How Al Khbaz turned Ramadan, Eid and Black Friday into a repeatable sales engine
A premium bakery with an offline reputation and a leaky checkout. Ten months of full-funnel Meta, CRO feedback and season-first planning took it to 2,500+ confirmed orders at a cost per result well under the category benchmark.
Engagement closed Mar 2024 · figures as reported at the time
2,500+Confirmed orders10 months, Meta-attributed and confirmed by the client
Below benchmarkCost per result, peak monthsCategory benchmark: 35–60 EGP
10.6×Peak monthly ROASMeta-reported, peak season month
The case in 30 seconds
The challenge
Great product, fragmented funnel: checkout drop-off, weak product pages and performance that collapsed outside the seasons.
What we changed
Fix the checkout first, plan media around the cultural calendar, and build hook-first creative that can be re-used season to season.
The result
2,500+ confirmed orders, cost per result 2–4× below the market benchmark, and a seasonal playbook the brand still runs.
Our diagnosis
The product sold itself in the shop. Online, the checkout got in the way.
One map of the funnel before scaling a single campaign.
- Strong offline reputationQuality, packaging and word of mouth
- Checkout frictionRedundant fields, no guest checkout
- Product pages without urgencyNo trust signals, no bundles
- Seasonal cliffsPerformance fell sharply outside Ramadan, Eid and Black Friday
- Tracking gapsPixel and events needed refinement before bidding could work
The opportunity
Checkout CROSeason-first media planHook-first creativeProduct-level retargeting
→A predictable seasonal engineBefore → After
What actually changed
BeforeAfter
BeforeOne always-on campaign
AfterSeason-driven media plan: Ramadan, Eid, Black Friday, Mawlid
BeforeLong checkout with redundant fields
AfterGuest checkout, autofill, fewer fields
BeforeStatic product shots
AfterHook-first templates: offer → product → CTA, food close-ups with motion
BeforeBroad retargeting
AfterRetargeting segmented by product category and promo level
BeforeStatic assets
AfterMeta video formats, which outperformed static 2×+
Growth strategy
One growth system. Four connected levers.
01 — Media
Cold, warm and bottom-funnel audiences with their own creative and budget.
Cold prospecting→Warm engagers→Site retargeting
Weekly testing across story vs feed, interest audiences, IG engagers and site visitors.
02 — Creative
Hook-first templates reused across seasons with tailored messaging.
Lifestyle visuals and close-up food shots with motion overlays.
03 — Season
Every cultural moment got its own bundle, offer and countdown.
Pre-Ramadan bundles, Eid kahk and gifting sets, Black Friday bundle stacking.
04 — Measurement
Cost per confirmed order decided the budget, not platform vanity metrics.
Drop-offs across PDP, cart and checkout reviewed weekly with the client's team.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Offer-first video · TOF
Why it workedA countdown or bundle offer in the first seconds, then the product, then the CTA. Video beat static by more than 2× in this category.
- Format
- Bundle static · MOF
Why it workedKahk and gifting sets shown as bundles with a countdown, aimed at engagers who had not bought yet.
- Format
- Product-category retargeting · BOF
Why it workedFeteer for feteer viewers, sweets for sweets viewers: retargeting matched the category, not the site.
What we learned
01
The calendar is the strategy.
In a bakery, Ramadan and Eid are the year. Planning media around them, not around the platform, is what made results repeatable.
02
Fix the form before the funnel.
Removing redundant checkout fields did more for cost per order than any bid change.
03
Reuse the format, not the ad.
Hook-first templates carried from season to season with new offers, so creative never started from zero.
Proof
Documented in the tools
Business impact
The business impact
As reported at the close of the engagement.
2,500+Confirmed ordersMay 2023 – Mar 2024
Below benchmarkCost per result, peak monthsvs 35–60 EGP market benchmark
10.6×Peak monthly ROASMeta-reported
4.5M+Reach & engagementMeta
Client spend and revenue are confidential; figures are as reported in the campaign's own reporting for the period stated, with sensitive values in the screenshots redacted.
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