Al Khbaz
AL KHBAZ
From May 2023 to March 2024, I led a full-funnel performance marketing transformation for Al Khbaz, a premium Egyptian bakery brand.
Starting from modest campaign budgets and a fragmented digital funnel, we scaled the brand’s e-commerce engine through Meta Ads, CRO feedback, seasonal strategies, and precision testing.
With a strong product-market fit and continuous funnel refinement, the brand achieved 2,500+ confirmed orders, peak ROAS of 10.6x, and a consistent drop in cost-per-purchase—reaching as low as 9.6 EGP during Ramadan and Eid.
Platforms We Used
May 2023 – March 2024
🗓️ Duration
🛍️ Total Orders
Egypt
Target market
ROAS
+4.5M
Awareness & Engagement
🎯 Conversion Rate
About AL KHBAZ
Al Khbaz is a high-end bakery based in Egypt offering a premium range of artisanal baked goods—from traditional feteer to modern mini sandwiches and sweets. The brand is known for its exceptional product quality, careful packaging, and strong offline reputation.
The goal was to translate that quality into digital growth by building a performance funnel that converts — and a media system that scales.
MAIN OBJECTIVES
🎯 Drive consistent online sales across all seasons
📉 Reduce cost per purchase while scaling ROAS
🔁 Refine the website funnel and checkout flow to increase CR
📊 Capitalize on key seasonal spikes (Ramadan, Black Friday, Eid)
🧠 Build creative structures that align with product USPs
OUR AUDIT
Strengths
✅Outstanding product quality created strong visual appeal
✅Adaptable SKUs allowed flexible offers and bundling
✅Responsive team implemented CRO suggestions regularly
✅Good social media presence enhanced retargeting performance
Challenges
- Initial website UX bottlenecks led to high checkout drop-off
- Product pages lacked urgency and trust signals early on
- Performance varied drastically outside key sales seasons
- Tracking implementation needed refinement early in campaign
Opportunities 🚀
✅Underserved bakery e-commerce market with few digital leaders
✅High conversion potential on festive SKUs (e.g. Kahk, mini feteer)
✅Ramadan and Eid offered repeat-purchase potential through bundles
✅Meta video formats outperformed static assets by 2x+
Compatitor and indusry analysis
- Most competitors relied on organic Instagram + WhatsApp, without real e-commerce structure.
- Paid ad benchmarks in Egypt for similar food verticals showed CPR between 35–60 EGP.
- Al Khbaz beat market benchmarks with CPR consistently between 9.6–19 EGP in peak months.
- No competitors were using full-funnel segmentation or retargeting by product.
Strategy
1. Funnel Optimization
Analyzed drop-offs across PDP, cart, and checkout
Advised on faster checkout steps (guest checkout, autofill options)
Suggested removing redundant form fields (e.g., gender, street type)
2. Season-Driven Media Planning
Ramadan: Launched pre-Ramadan bundles and daily countdown content
Eid: Focused on Kahk, gifting sets, and bulk orders
Black Friday: Quick offers, free shipping hooks, and bundle stacking
Winter & Mawlid: Highlighted premium sweets and traditional warmth
3. Content Iteration
Built hook-first creative templates: Offer → Product Focus → CTA
Used lifestyle visuals and close-up food shots with motion overlays
Reused high-performing formats across seasons with tailored messaging
4. Performance Testing
Weekly creative testing across Meta + story vs feed breakdown
Audience testing: cold (interest-based), warm (IG engagers), BOF (website visitors)
Retargeting segmentation by product category and promo level
Gallery
Impact Statement
Working on Al Khbaz was about scaling without compromising quality.
We built a predictable performance engine that turned cultural moments into sales peaks—and a digital system that reflects the same precision as the brand’s products.
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