Holding EGP 2,869 average order value on a premium brand
A high-ticket Egyptian retail brand did EGP 1.58M in 30 days across 539 orders at an average order value of EGP 2,869, by targeting qualified buyers rather than cheap clicks.
A high-ticket brand where cheap traffic was actively harmful. At this price point a low cost per click is usually a warning: it means the ad is reaching people who will never buy, and every one of them teaches the algorithm to find more like them. The brief was qualified buyers at the price point, not volume.
- Creative was priced-led, which pulled in discount-seekers and dragged the average order value down every time it scaled.
- The audience signal was built on reach rather than intent or value, so the account optimised toward the cheapest available human.
- The owner had no per-product profit view, so a product with a good ROAS and a bad margin looked identical to one with both.
Optimised for value, not volume
Targeting rebuilt around intent and purchase-value signals instead of broad cheap reach. Fewer people saw the ads and more of the ones who did were plausible buyers at the price, which raised the cost per click and lowered the cost per order at the same time.
Matched the creative to the price
Creative rewritten to lead with the reason the product is worth its price rather than with a number. A premium brand advertised like a discount brand attracts a discount buyer and then loses them at checkout, and the funnel reads as a conversion problem when it is a positioning problem.
Put profit per product on one screen
Everything wired into a live dashboard showing profit per product, per campaign and per creative, refreshed every 30 minutes. On a premium catalogue that view changes decisions weekly, because the best-selling product and the most profitable product are rarely the same one.
EGP 1.58M in 30 days across 539 orders at an average order value of EGP 2,869. The audience and the creative finally matched the price point, and the owner could see which products were carrying the margin rather than which were carrying the revenue.
The order count is deliberately low. Chasing more orders here would have meant discounting, and a premium brand that discounts to hit a volume target spends the following year training its own customers to wait for the sale.
