E-commerce ads: a practical guide to growing sales
Opening an online store is easy; getting sales at a profitable cost is the real challenge. This guide is for online stores in Egypt, Saudi Arabia and the UAE, whether on Shopify, WooCommerce or another platform.
Start with numbers, not ads
Before spending anything, know your:
- Average order value (AOV).
- Profit margin after product and shipping costs.
- Maximum cost per purchase (CPA) you can afford and still profit.
- Break-even ROAS = 1 ÷ margin. With a 40% margin, you need ROAS above 2.5 to make money.
These numbers decide whether a campaign works, not how the ad looks.
A simple, effective campaign structure
1. Prospecting
A sales campaign (or Advantage+ Shopping) with broad targeting, your best creative and best-selling products.
2. Retargeting
For people who viewed a product or added to cart, with dynamic catalogue ads and a clear offer (free shipping, limited discount).
3. Existing customers
Offers for past buyers: complementary products, replenishment or loyalty.
Catalogues and dynamic ads
Upload your product catalogue to Meta (and Google Merchant Center for Google). It lets the platform show each person the product they viewed or similar ones, one of the strongest tools for stores.
Creative that sells
- Product videos showing real use.
- Genuine customer content (UGC).
- Before/after where allowed.
- Offer, price and shipping in the first second.
- Carousels for several products or colours.
Cash on delivery: the problem and the fix
In Egypt and parts of the Gulf, cash on delivery is common, which means an order isn't always a sale. Refused deliveries can wipe out a large share of profit. Fixes:
- Confirm orders by call or WhatsApp before shipping.
- Encourage prepayment with a small discount.
- Send a "confirmed sale" event to Meta after delivery via the Conversions API instead of relying only on Purchase.
Google for stores
- Performance Max with Merchant Center: shows products in Shopping, Search and YouTube.
- Brand search: so competitors don't capture people searching for you.
- Product-name search where people search specific items.
TikTok and Snapchat for stores
A great fit for fashion, beauty, accessories and new products, especially in Saudi Arabia and the Gulf. They need natural phone-shot video, not designs.
Examples from our work
- Cosmetics brand: EGP 680,000 in sales from EGP 41,185 Meta spend.
- Hotel: EGP 550,000 in sales from EGP 23,762 spend.
Those results came from constant creative testing and fast follow-up on conversations, not one magic campaign.
Bottom line
Successful store advertising starts with the numbers, margin and break-even ROAS, then a simple structure, a catalogue and fresh creative. To find out whether your current campaigns are truly profitable, request a free audit or see our media buying service.
Frequently asked questions
What is a good ROAS for an online store?
There's no single number; a good ROAS is one above your break-even ROAS, which comes from your profit margin.
Is Advantage+ Shopping good for small stores?
It usually works well once you have enough sales data and solid tracking. At the start, run a regular sales campaign alongside and compare.
How do I reduce refused cash-on-delivery orders?
Confirm orders before shipping, be clear on delivery time, and encourage prepayment with a small discount.