You have a wedding or other festive event, for which you need the best makeup artist, so that men can not take their eyes off, and other girls with envy asked who is this magical makeup artist — this is to Makira.

If you need to make a gorgeous hairstyle for a celebration, but you don’t have time to go to salons, Makira masters will come to your home and make your hair a work of art that would be the envy the best hairdresser in the world.

Makira is a bridge that connects beauty masters
and girls who want to be beautiful and irresistible at festive events.

In January 2023, Anas (Founder Makira) approached us with a request:

• Build a lead generation system in the Facebook Ads channel;
• Increase the number of qualified leads, at least 60−70 per month;
• keep the cost of a qualified lead to $ 35.

Prior to our work, the client was trying to get leads on his own by promoting posts, Instagram Direct messages.

$ 6 300 — Facebook Ads spend for all of 2022. Remember this figure, we’ll need it next.

In this case study, we will not detail the work with primary processes that many people already understand:

• analyzing previous advertising campaigns, web analytics;
• working with the brief;
• creation of CA segments, search for pains and solutions;
• analyzing competitors;

and other preparatory moments for the launch.

Let’s get straight to the point:

The first thing the client asked was to launch traffic
to the new version of the English-language site and
from there to maximize the number of leads. You got it right)), an English site in an Arab country.

• set up basic web analytics;
• prepared offers;
• creatives for different segments of the target audience;
• started pouring in traffic.

We had assumptions that the hypothesis with an English-language site, to put it mildly, would not give the desired results, but we were wrong.


The hypothesis failed with such a bang that it could be heard in a neighboring galaxy.

13 leads (13 KARL) came from the site in the first month, and these are just leads, not qualified. It would be more tactful to keep silent about the cost of leads, because such figures are unseemly to say out loud to professionals in Internet marketing, which is what we consider ourselves to be.

But, since we started this conversation, let’s be honest.

$ 68 dollars cost us one lead from the site.
Let’s remember for a second that our goal was $ 35.
And that’s what a qualified lead should cost, not a lead from a website.

On the same day the client received a message:
Hi Anas,
Why don’t we start traffic on WhatsApp?

It’s good when a client is easy-going and willing to test different hypotheses.
We were lucky with that. Anas gave us an uplift, we gave him instructions on where and how to connect a WhatsApp number, prepared advertising campaigns and off we went.


We had only a little time left until March to drive traffic and break even.

Why exactly until March? Because … mmm we’ll tell you a little later, for now we’ll keep the intrigue alive.

Start of traffic, work with RK optimization, work with offers and creatives (though with English-speaking ones) and here is 
the light at the end of the tunnel.


In 17 days we get… (there should be a drum roll here) — 127 leads.
The cost of a lead in some 10 times lower than from the site)).
Yes, you counted correctly — it cost $ 7 for one lead, instead of $ 68 from the site.

At the end of our first month of operation, February-early March 2023, we get (fanfare sounds)
60 qualified leads at $ 34.

February’s result in numbers:

• $ 2 062 traffic spend;
• 140 leads, CPA $ 15;
• 60 qualified leads, CPL $ 34;
• 55 sales, CPO $ 37;
• $ 11,660 total sales;
• 4.6 ROMI

And, what next, March and March, you may think, but there is a sacred meaning here.

Let’s go back to the beginning of the case study
and remember where our project is territorially located?
— That's right, in Qatar
— And Qatar is what country?
— That's right, a Muslim country.
— And what do Muslims have in March and April?
— That's right, the holy month of Ramadan.

During the holy month of Ramadan in Muslim countries, all activities other than religious are kept to an absolute minimum.

In Ramadan there are no weddings, no celebrations, no entertainment, so there is no one to provide services.

The project for one month, until mid-April goes to a stop.

While the project was at a standstill, we wasted no time and did a full audit of all the statistics received, results.
We generated a report and sent it to the client.

As you remember, our weakest link was the website.

The first thing that came into our heads was that the site should be translated into Arabic, and only after that we should try to work with it.

Anas agreed with us and sent the site for revision.

For now we forget about the site for the next few months.

While the people of Qatar were exchanging Eid Mubarak (Eid al-Fitr) greetings in honor of the holiday Uraza Bayram, which comes after the end of the holy month of Ramadan, we were finishing the last preparations for the launch of new advertising campaigns.

Anas and I realized that April and May would be some of the most "delicious" months of the year.

If you haven’t realized why:
1. Ramadan, the strictest fasting period for Muslims, is over,
with many restrictions, including weddings, events, etc. And everything that was restricted during the fast begins to be implemented on a colossal scale after
the fast is over.
2. Spring is the time of love. At this time
the maximum number of weddings take place, and
this is the main source of sales in the project.

Let’s not drown long stories and expectations. During April and May
the project made sales for $ 59 300.
You got it right, we did not make a mistake with
the zeros, Fifty Nine Thousand Dollars, for two months.

You must have invested half of that amount in advertising to get that many sales — you might think.

But it’s not.

Facebook Ads traffic spend for the same period, was $ 2 800.

And there’s nothing wrong with zeros here either.

We continue to work with the project. A couple of summer months, as expected, gave a slump,
but this happens in 99% of non seasonal niches.

And here comes September. Another "juicy" "tasty" month of 
the year, when vacations end, people get away from the sweltering summer heat and return to everyday life.

The first 2−2.5 weeks of September our traffic was flying like crazy, leads and sales were coming in, we could already order money bags from the bank, but Facebook prepared us another unpleasant surprise.

Our whole strategy was based on the concept of a WhatsApp message. All this time we were working with the strategy of Maximizing Conversions.

And at one point we notice that the number of leads has dropped dramatically, as dramatically as the dollar fell in December 2014.

The cost of a lead started to go somewhere towards the moon or even further away.
And all because Facebook changed its algorithm, and after these changes it was no longer possible to use
Maximum Conversions strategy just for the target — WhatsApp messages.

Now it was possible to use only the strategy of Maximum Clicks.
But the quality of traffic with this strategy is lower than
the cheapest Chinese replica of Dolce & Gabbana or LOUIS VUITTON.

During the remaining time in September, we tried many other strategies, drove traffic to the updated Arabic site, to the messenger Instagram, etc.

But the situation did not level out, and we ended September
with negative dynamics in traffic.

The cost of a lead went up from $ 11 to $ 20

Working with other strategies was not producing the desired results.
We couldn’t stop thinking about what miracle to create to get back to the previous metrics.

And in the last days of September, a simple but ingenious solution comes to mind: to create a 2−4-screen landing page.
But the purpose of the lending will not be to get applications, as on the main site, which gave leads at a cost like a wing from a boeing.

The new layout was closing again on WhatsApp messages.
On the new landing page, a button with a redirect to WhatsApp was screwed to each screen.

The suggestion was voiced to Anas, he supported it, in a couple of days his developer put together
this banding, put up the FB pixel, we set up a target for button clicks and started testing.

The main concern was that people might click on the button
and we would in analytics see those clicks, but before
the WhatsApp message, the part might fall off.
That’s what we had to figure out in the initial testing.

By the way, Anas decided to make the new landing a bit non-standard, which was questionable at first.
But, after the launch, we saw that the decision was correct and had a good impact on the results.

You can see the non-standard solution for yourself https://hello.makira.me/ (can be opened only from mobile or mobile version of PC).

Anas kindly shared with us the results for the previous period when we were not in the project:

• 321 — number of sales for 2022;
• $ 6 280 (QAR 22 872) — Facebook Ads spend;
• $ 117 129 (QAR 426 470) — the amount of sales for 2022.