Sample result
Nile Coffee Roasters · generated by the live engine
Signature blend, 1kg — Sales
🧭 Executive summary
For Signature blend, 1kg in Egypt, hitting Sales calls for 52,910 EGP a month, split 20/30/50 and concentrated on Meta (Facebook + Instagram). Expect roughly 130 purchases a month. Nothing in these inputs pushes cost above the market baseline.
💰 Recommended budget
Funnel allocation
| Stage | Monthly | What it buys |
|---|---|---|
| TOFU | 10,582 EGP | Awareness and views — cold audience |
| MOFU | 15,873 EGP | Engagement and interest — warm audience |
| BOFU | 26,455 EGP | Conversion — ready to act |
📊 Expected results
Estimates assume average performance with the creative and platforms below. Real results move ±15% with offer strength, creative quality and season.
⚖️ Three budgets, side by side
| Scenario | Monthly | Sales / mo | Note |
|---|---|---|---|
| Conservative | 34,392 EGP | 85 | Proves the idea at the lowest risk, learns slowly. |
| Planned ← | 52,910 EGP | 130 | The budget recommended for these inputs. |
| Aggressive | 84,657 EGP | 208 | Exits the learning phase faster, needs more creative. |
📅 Month by month
The first month buys learning rather than results, so it runs lighter and heavier on the top of the funnel. As the retargeting pool fills, the weight shifts toward conversion.
| Month | Spend | TOFU / MOFU / BOFU | Sales | Focus |
|---|---|---|---|---|
| 1 | 39,683 EGP | 20 / 30 / 50 | 98 | Testing — creative and audiences |
| 2 | 50,265 EGP | 15 / 30 / 55 | 136 | Consolidate the winners |
| 3 | 68,784 EGP | 10 / 30 / 60 | 203 | Scale what proved out |
📱 Platform mix
| Platform | Share | Monthly | Creatives | Stage |
|---|---|---|---|---|
| 📘 Meta (Facebook + Instagram) | 60% | 31,752 EGP | 7 | All stages |
| 🔍 Google (Search + YouTube) | 28% | 14,798 EGP | 3 | MOFU + BOFU |
| 🎬 TikTok / Reels | 12% | 6,370 EGP | 2 | TOFU |
📘 Meta (Facebook + Instagram) — Best return for direct sales in the region — dynamic catalogue and cart retargeting.
🔍 Google (Search + YouTube) — High intent — captures the searcher at the moment of searching.
🎬 TikTok / Reels — Short-form video is the cheapest discovery available, and creates demand search cannot capture.
🧮 Do the numbers hold up?
Healthy gross return. Confirm it still clears your margin after costs, then scale the winning angles.
🎨 Creative plan
Format priorities
- Short vertical video, 9:16 — Highest click-through, cheapest discovery.
- Customer-made content (UGC) — Builds trust — critical for a new brand.
- Images and carousels — Support for the middle and bottom.
Ideas by funnel stage
| Stage | Ideas |
|---|---|
| TOFU | A hook that opens on the customer’s problem · Educational: how to choose · An honest comparison with the alternatives · A question that earns the next second |
| MOFU | Detailed product or service walk-through · The objection you hear most, answered · Social proof — numbers and names · Packages and pricing |
| BOFU | A real customer testimonial · A time-limited offer · Guarantees that remove the risk · Pricing, stated plainly |
⏱ Refresh the winners monthly
📈 What is pushing cost up, and down
Working in your favour
- Essential product — broad demand, easier conversion
- Website checkout — full pixel, fast optimisation
- Broad audience — room to optimise
- Some videos — moderate variety
- Some history — partial signal
🗂️ Campaign structure
The budget above, translated into what you actually build: 6 campaigns, 7 ad sets, 16 ads.
| Campaign | Platform | Objective in-platform | Monthly | Ad sets | Ads |
|---|---|---|---|---|---|
SIGNATURE-BLEN | TOF | AWARENESS-REACH | NAT | 2608 | 📘 Meta (Facebook + Instagram) | Awareness / Reach | 6,350 EGP | 1 | 3 |
SIGNATURE-BLEN | MOF | ENGAGEMENT-TRAFFIC | NAT | 2608 | 📘 Meta (Facebook + Instagram) | Engagement / Traffic | 9,526 EGP | 1 | 2 |
SIGNATURE-BLEN | BOF | SALES-PURCHASE | NAT | 2608 | 📘 Meta (Facebook + Instagram) | Sales — purchase | 15,876 EGP | 2 | 4 |
SIGNATURE-BLEN | MOF | SEARCH-TRAFFIC | NAT | 2608 | 🔍 Google (Search + YouTube) | Search — traffic | 5,549 EGP | 1 | 2 |
SIGNATURE-BLEN | BOF | PERFORMANCE-MAX-SHOPPING | NAT | 2608 | 🔍 Google (Search + YouTube) | Performance Max / Shopping | 9,249 EGP | 1 | 2 |
SIGNATURE-BLEN | TOF | AWARENESS-REACH | NAT | 2608 | 🎬 TikTok / Reels | Awareness / Reach | 6,370 EGP | 1 | 3 |
Naming convention
| Campaign | {brand} | {stage} | {objective} | {geo} | {yymm} |
| Ad set | {audience} | {placement} |
| Ad | {format} | {angle} | v{n} |
Rules that do not bend
- One campaign per platform per stage. Never mix two stages in one campaign — the optimiser only optimises for one thing.
- Exclusions are not optional: every stage excludes the audiences of the stage below it, or you pay twice for the same person.
- Campaign-level budget (CBO) at three ad sets or more; ad-set level at one or two.
- Do not touch an ad set’s budget while it is learning — every edit restarts it.
🎯 Target audiences
TOFU — discovery
| Audience | How to build it | Why | Priority |
|---|---|---|---|
| Broad — no interests | Age, gender and location only (the whole country). Leave interests empty. | The cheapest reach available, and the optimiser finds the audience faster than any interest stack — provided the pixel has signal. | High |
| Interest stack — 3 to 5 adjacent interests | Combine the interests around your category into one ad set rather than one ad set each. | One ad set gathers enough signal to exit the learning phase; five small ones do not. | Medium |
| Lookalike 1% — from purchasers or leads | Built from the actual customer list, not site visitors. A thousand records minimum. | The best cold audience there is, when the source list is clean. | High |
MOFU — consideration
| Audience | How to build it | Why | Priority |
|---|---|---|---|
| Video viewers — 25%+, last 30 days | Across all page videos, a 30-day window. | The cheapest warm audience you can build with no website and no pixel. | High |
| Page and profile engagers — 365 days | Facebook and Instagram together, the longest window available. | Works from day one and needs no website. | Medium |
| Site visitors — 30 days, converters excluded | All visitors minus anyone who completed the goal. | Demonstrated intent, at a fraction of cold cost. | High |
| Lookalike 2–3% | Same source as the 1%, widened for scale. | Where you scale once the 1% saturates. | Medium |
BOFU — conversion
| Audience | How to build it | Why | Priority |
|---|---|---|---|
| Added to cart, did not buy — 7 and 14 days | Two separate windows carrying two different messages. | The highest return in the whole plan, and always the smallest audience. | High |
| Started checkout, did not finish — 7 days | Checkout-initiated minus purchase. | Usually a shipping or price objection, not a persuasion problem. | High |
| Past customers — for repeat, or to exclude | Upload the customer list. Exclude it from every acquisition campaign. | Either sell to them again with a different offer, or stop paying to reach them. | Medium |
Every stage excludes the ones below it: cold excludes warm and hot, warm excludes hot.
🧪 Testing and scaling plan
One variable per test. Two at once produces a result you cannot attribute.
1. Creative — angle and hook — 15,873 EGP
2 ads on different angles inside one ad set, same audience, same offer. Creative is the biggest lever in the auction by a wide margin. Testing it first means every later test runs on a sound base.
| When | Weeks 1–2 |
| Decide after | After 610 EGP per ad, or three results — whichever comes first. |
| Kill rule | Kill any ad running more than 1.5× the target cost. |
| Scale rule | Keep exactly two winners and build next month on their angle. |
2. Audience — broad vs interests vs lookalike — 10,582 EGP
The winning ad, unchanged, across two or three ad sets with different audiences. Tested after creative because a weak ad makes every audience look the same.
| When | Weeks 3–4 |
| Decide after | After 610 EGP per ad set. |
| Kill rule | Cut the dearest audience once the gap passes 40%. |
| Scale rule | Move its budget to the winner over three days, not in one step. |
3. Offer and destination — 7,937 EGP
The landing page or form: how many fields, and what the offer says above the fold. Third because it moves what happens after the click, and it cannot be measured without traffic.
| When | Month 2 |
| Decide after | After at least a hundred visits per version. |
| Kill rule | Drop the lower-converting version once the gap holds. |
| Scale rule | Make the winner the default for every campaign. |
4. Format and placements — 5,291 EGP
Vertical versus square, and automatic versus manual placements. The last few per cent. Doing it earlier is the default mistake, because flipping a toggle is easier than shooting a video.
| When | Month 2 or 3 |
| Decide after | After a full week of data. |
| Kill rule | Exclude the placement that spends and does not convert. |
| Scale rule | Re-cut the winner at the right ratio for each placement. |
Scaling
Raise a winner’s budget by 20% every three days while cost stays under target. For bigger jumps duplicate the ad set rather than raising its budget — a large increase restarts the learning phase.
Hold 13,228 EGP of the monthly budget unallocated, so a winner can be scaled without waiting for next month.
📈 Targets by funnel stage
The expected results above are a forecast. These are the numbers that have to hold for the forecast to stay believable.
| Stage | Metric | Target | If it misses |
|---|---|---|---|
| TOFU — discovery | Cost per thousand impressions (CPM) | Under 16 EGP | Higher than that means a narrow audience or weak creative — widen the audience before touching the budget. |
| TOFU — discovery | Weekly frequency (convention) | Under 2.5 | Above that you have exhausted the audience — widen it or refresh the creative. |
| TOFU — discovery | Click-through rate (convention) | 1% or better | Below 1% is a creative problem, not a targeting problem. |
| MOFU — consideration | Cost per visit or engagement | Under 12 EGP | If this is fine and conversion is not, the problem is the destination, not the ad. |
| MOFU — consideration | Landing page views as a share of clicks (convention) | 80% or better | Below that, page speed is eating the budget before anybody reads the page. |
| BOFU — conversion | Cost per purchase | Under 203 EGP | Above that with good creative means price or shipping is the objection. |
| BOFU — conversion | Return on ad spend (ROAS) | 4.43× or better | Below this the campaign is buying revenue at a loss. |
Review these weekly, not daily. Daily is noise; monthly is too late to act on. Rows marked as convention are common professional rules of thumb, not benchmark-table values — do not present them to a client as measured.
📌 Benchmarks, and what this plan assumed
| Assumption | Value |
|---|---|
| Market | Egypt — from a real ad account |
| Industry | Food & beverage — estimated — not checked against real spend |
| Exchange rate used | 1 USD = 49 EGP (from the benchmark table) |
| Cost multiplier from your inputs | 0.64× |
| Benchmarks last reviewed | 2026-08-12 |
A multiplier under 1 means cheaper than the market baseline, over 1 means something raised it. Benchmarks marked inherited or estimated have not been checked against real spend — verify before quoting them to a client.