E-commerce
Demo4.1x
Return on ad spend
Jan — Mar 2025 · Saudi Arabia
Attributed campaign revenue ÷ campaign spend, 7-day post-click window.
Mohamed Gamal El-henawyMansoura, Egypt
Performance Media BuyerAvailable for projects or full-time roles
Performance Marketing.Driven by Data.Focused on Growth.
I help businesses turn advertising budgets into measurable business outcomes — through strategic media buying, continuous optimization, and reading the numbers before making the call.
- Experience
- 4+ years
- Reach
- Egypt · GCC · Global
Decision logicIllustrative
Signal→
Decision→
Optimize
Introduction
More Than Managing Campaigns.
A campaign does not start inside the ads manager. It starts with understanding the business: who buys, why, at what cost, and what happens after the first click.
So I work across three layers at once — business understanding, acquisition efficiency, and conversion quality — because numbers mean little unless they are tied to a clear commercial decision.
- 01Decisions built on data, not on impressions.
- 02Every number I report has a definition and a measurement window.
- 03Honesty about attribution limits is part of the work, not an appendix.
03Selected Performance Highlights
Every number carries its full context.
A number alone says nothing. Every metric here appears with the period it was measured in, the market, and its exact definition — before it is read.
Healthcare
DemoEGP 96
Cost per confirmed booking
May — Jul 2025 · Egypt
Spend ÷ bookings confirmed by the clinic, not submitted forms.
Real Estate
DemoSAR 112
Cost per qualified lead
Oct — Dec 2024 · Saudi Arabia
Spend ÷ leads that passed qualification (budget + timeline).
Financial Services
DemoEGP 74
Cost per lead
Apr — Jun 2024 · Egypt
Spend ÷ completed forms that were followed up by phone.
Every figure above is illustrative and fictional. They are shown to demonstrate how a result is published: value, measurement period, market, and metric definition. Real figures replace them once verified.
04Areas of Expertise
What I actually work on.
Ten connected areas — described by what they mean in daily work, without invented proficiency scores.
01
Performance Marketing Strategy
Building a media plan from a clear commercial objective: who we target, at what acceptable cost, and which metric decides success.
02
Meta Ads
Meta campaigns: structure, targeting, budget management and continuous A/B testing.
03
TikTok Ads
Fast-paced creative-led campaigns, testing concepts before scaling spend.
04
Google Ads
Capturing existing demand through search, tying keywords to real purchase intent.
05
Lead Generation
Building a funnel that collects quality leads, not just volume — measured by CPL and cost per qualified lead.
06
E-commerce Advertising
Store-driving campaigns from product view to cart, reading ROAS within its real attribution limits.
07
Campaign Optimization
Daily or weekly optimization decisions driven by performance: pause, adjust, reallocate, then scale.
08
Audience Research
Understanding who actually buys versus who consumes budget — audiences built on that, not guesswork.
09
Marketing Analytics
Reading numbers in context: the period, the objective, each metric’s definition, and the gap between platform-reported and actual outcomes.
10
Conversion Tracking
Setting up pixels, events and conversions so decisions are not built on incomplete or duplicated data.
05Selected Case Studies
Numbers with context, not numbers alone.
Every study follows the same structure: challenge, strategy, execution, optimization decisions, then results — each metric defined, attribution limits stated.
Fictional data01
E-commerce · السعودية
Increase direct sales for a perfume store while lowering cost per order without cutting spend.
- SAR 38.4
- Cost per order
- 2.9%
- Conversion rate
Jan — Mar 2025 (12 weeks)Read the study→
Fictional data02
Healthcare · مصر
Generate confirmed bookings (with an actual appointment) for a specialised clinic instead of collecting uninterested phone numbers.
- EGP 96
- Cost per confirmed booking
- 78%
- Show-up rate
May — Jul 2025 (8 weeks)Read the study→
Both examples above are entirely illustrative — they demonstrate the structure and depth of a case study and do not represent real work for any client.
06Working Methodology
Seven steps, in an order that does not skip.
Execution never precedes understanding. Each step has a clear output before moving on.
- 01
Business Understanding
What is sold, to whom, at what margin — and what “success” means here.
- 02
Market Research
Competitors, pricing levels, seasonality, and what the market actually does.
- 03
Audience & Offer Analysis
Who buys, which promise they respond to, and where current offers fail.
- 04
Campaign Strategy
Objectives, funnel, budget allocation and the creative testing plan.
- 05
Campaign Execution
Build, configure and verify tracking before any spend goes live.
- 06
Optimization & Scaling
Data-led decisions: pause, adjust, reallocate, then scale.
- 07
Reporting & Insights
Reporting what happened, why, and what the next decision is — not just numbers.
Platforms & Tools
Tools used in daily work — no certification claims.
- Meta Ads Manager
- TikTok Ads Manager
- Snapchat Ads Manager
- Google Ads
- Google Analytics 4
- Google Tag Manager
- Meta Pixel