Sindibad is a study-abroad company in Egypt and Saudi Arabia. Its campaigns ran on Messenger only and produced chats that rarely turned into students: high costs, low-quality leads and almost no enrollments. My job was to turn that into an acquisition funnel that brings enrollments predictably.
What was broken
- Egypt: Messenger ads bringing unqualified leads, zero enrollments, a click-through rate under 1% and a cost per click of 8.3 EGP, with weak creative and unclear messaging.
- Saudi Arabia: Messenger ads with a very high cost per lead, leads that didn't convert, and no real funnel or structure.
What I built
- Moved Egypt from Messenger ads to a full funnel.
- Rebuilt the creative strategy around employee-generated content (EGC) and rewrote the value proposition.
- Split students and parents into separate audiences, then ran structured A/B tests.
- Scaled the winners with controlled budget growth.
- In Saudi Arabia, rebuilt every campaign and the funnel, reallocated budgets and tightened targeting, and cut the cost per lead without a single new creative.
Two markets, one framework. The same system worked in Egypt and in Saudi Arabia.
Egypt, the first month
+650%
click-through rate (0.8% to 6.07%)
−81%
cost per click (8.3 to 1.57 EGP)
817
leads
13
enrollments
The cost per lead settled at 24–25 EGP, about $0.8, on 40K EGP of ad spend, for a return of about 8x.
Saudi Arabia, three months
8,390
qualified leads
210
enrollments, a 2.5% conversion
3.5SAR
cost per lead, down from 45
≈7.9x
return on ad spend
All of it on about 50K SAR of ad spend.
