Client
Dukan.pk – an e-commerce app that lets small shops quickly launch their own online store.
Goal
Get more store signups and orders from paid social without wasting budget on low-intent traffic.
Challenge
Most “marketing” was just boosted posts with no clear objective or tracking.
Ad creatives were generic product shots and feature lists – no real offer or hook.
Spend was spread thin across audiences with no real testing plan or learning loop.
The founder saw likes and comments, but very little movement in installs or orders.
Approach
1. Clean objectives and structure
Rebuilt everything inside Meta as proper Conversion campaigns, not boosts.
Split campaigns into cold acquisition (new users) and remarketing (people who visited but didn’t sign up).
Set clear KPIs: cost per signup and cost per first order.
2. Offers and creatives that actually sell
Switched from “app features” to simple offers and outcomes:
“Launch your online store in one day.”
“Sell on WhatsApp + social without hiring a developer.”
Created short video and image ads showing real-world use cases: shop owners receiving orders, managing inventory, etc.
Tested multiple hooks (fear of being left behind, ease, extra income) and killed weak creatives fast.
3. Targeting and budget discipline
Built structured audiences: lookalikes of active merchants, website visitors, and high-intent engagers.
Consolidated ad sets to avoid budget fragmentation and let Meta’s algorithm learn faster.
Reallocated spend daily toward the best-performing angles and audiences instead of “set it and forget it”.
4. Tracking and feedback loop
Set up basic end-to-end tracking: from ad click → app install → store creation / first order.
Created a simple weekly sheet summarizing: best creatives, worst creatives, CPA trends, and what we test next.
Results
Around 93% growth in key app performance metrics (installs, store signups and active merchants) driven by Meta campaigns.
CPA stabilised at a level the team was comfortable scaling, instead of spiking randomly.
Clear creative and audience winners that could be reused and iterated in future campaigns.
Why it matters for an owner
Before: money going into Facebook with no clear idea what it brought back.
After: a repeatable system where every rupee spent had a purpose, results were tracked, and the founder could see app growth tied directly to ads—not just vanity engagement.