01
Test
Test budgets at $5.76/day to compare purchase efficiency before committing meaningful spend.
$5.76/dAvailable 7 days a week
MEDIA BUYER · TRAFFIC MANAGER · MOROCCO
I scale what holds CPA.
Meta Ads for Moroccan e-commerce on Cash on Delivery. I test small, cut fast, and concentrate budget where purchase economics hold.
- Meta Ads
- Google Ads
- TikTok Ads
- LinkedIn Ads
AD SET 24 · SCALED WINNER67 purchasesCPA $2.88
150+freelance clients served
278attributed purchases across 2 case studies
$2.17CPA on the best test
10.80xreported ROAS, supplement test
01 — METHOD
Test. Cut. Concentrate. Scale.
I don’t scale everything that moves. Every test dollar has to earn the right to be multiplied — on purchases, not clicks.
02
Cut
14 zero-purchase tests used only $36.99 in total — failed experiments never absorb scale budget.
5.0%03
Concentrate
The top 3 ad sets drove 161 of 202 purchases on 67.1% of spend, $3.11 CPA vs $5.99.
79.7%04
Scale
The main winner: 67 purchases at a $2.88 CPA, on a budget 3.8x the test budget.
3.8x02 — CASE STUDY · MOROCCAN CLOTHING BRAND · COD
202 purchases at a $3.70 CPA.
Goal: scale purchase volume without letting acquisition cost deteriorate. 24 ad sets tested, budget concentrated on those that held CPA as volume grew.
Read the full case studySPEND$746.81
PURCHASES202
CPA$3.70
LINK CTR4.82%
FREQUENCY2.31x
24 ad sets — amount spent
Core winnerVolume / higher CPASmall converting testNo-purchase test
Why I don’t optimize for CTR alone
Same click volume, very different outcomes. Ad Set 3 had a lower CTR but converted 29.5% better — that is the one I favor.
| METRIC | AD SET 2 | AD SET 3 | CHANGE |
|---|---|---|---|
| Spend | $137.63 | $170.74 | +24.1% |
| Link clicks | 1,716 | 1,715 | −0.1% |
| Purchases | 39 | 55 | +41.0% |
| CPA | $3.53 | $3.10 | −12.2% |
| ROAS | 8.16x | 9.37x | +14.8% |
| Purchase CVR | 2.44% | 3.16% | +29.5% |
| Link CTR | 5.41% | 4.40% | −18.7% |
| CPM | $4.34 | $4.38 | +0.9% |
03 — CASE STUDY · SUPPLEMENT BRAND · MOROCCO
76 purchases at $2.17, 10.80x ROAS.
Validating a new product concept with 10 static images in a single flexible ad set, optimized for purchases.
Read the full case studyTest funnel
LOG SCALEImpressions100%
Link clicks2.92% of impressions
Landing-page views81.9% of clicks
Purchases1.65% of LPVs
Spend$164.76
CPM$0.86
Link CTR2.92%
Frequency1.67x
The test earned the right to scale. It was stopped by a manufacturer-level product compliance issue — not by media performance.
04 — COD REALITY
In COD, a Meta purchase is not cash collected.
I separate media-buying efficiency from confirmation and delivery performance. A full COD P&L needs four more layers.
AConfirmation rateShare of Meta orders confirmed by call or WhatsApp.
BDelivered-order rateShare of confirmed orders actually delivered.
CReturns & refusalsOrders refused at the door or returned.
DCash-collected marginWhat remains once cash is collected — the real KPI.
05 — EXPERIENCE
6 years of paid acquisition.
- DEC 2023 — SEPT 2026
Traffic Manager
In Vision Agency · RemoteMultichannel campaigns, mainly on Meta Ads. KPI analysis and optimization against acquisition goals.
- SEPT 2020 — NOV 2023
Digital Acquisition Consultant
Self-employed · Freelance150+ clients, startups and small businesses: setup, targeting, budgets, creatives and sales-driven optimization.
- FEB 2020 — AUG 2020
Customer Activation
Ohmylead · SaaS · CasablancaCustomer onboarding and support; contributed to article SEO with the Growth Hacker.
EDUCATION
Master’s, Business Management & GovernanceENCG Tangier · June 2020
Bachelor’s, Business ManagementFSJES El Jadida · 2018
LANGUAGES
EnglishMain working language
FrenchProfessional communication
Let’s talk about your next campaigns.
Startups, e-commerce and COD brands: I take over your Meta Ads account with a readable method and verifiable numbers.