From 700 EGP message leads to qualified B2B leads at 90 EGP

Arrows Media is a media production company that sells to businesses. It was running message campaigns that cost a lot and brought almost no real business, and it wanted better leads at a lower cost.

What was broken

• The wrong objective: messages instead of leads.
• A very high cost per result: messages at 120–180 EGP, a lead at 700 EGP, clicks at 30–120 EGP and a click-through rate under 1%.
• No tracking, so a real lead and a low-quality chat looked the same.
• A creative angle that didn't speak to business decision-makers.

What I built

• Rebuilt the ad account from scratch with a clean structure.
• Switched the objective from messages to leads.
• Built tracking with Offline Conversions and Google Sheets connected to the Pixel, with a Qualified column so the system learns which leads have real business value.
• Validated every lead with the business development team.
• Rewrote the messaging around the production problems companies actually have, and widened targeting across Egypt to balance cost and quality.

I improved the existing creatives instead of redesigning them. Performance came from understanding the business, not from production quality.

Results in the test phase, before scaling

All of it on 5,981 EGP: 25,647 people reached, 46,560 impressions and 1,422 clicks at 4.19 EGP each.