Driving High-ROAS Sales for a Luxury Footwear Brand in the UAE

A Meta Ads Case Study

AED Revenue Generated

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Highest ROAS

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Client Overview

Tamima Qatar is a luxury footwear brand catering to the premium segment of the GCC market, with a strong emphasis on local Arab consumers who value craftsmanship, exclusivity, and brand prestige. The brand operates in a highly competitive luxury landscape, where purchasing decisions are influenced not only by price, but by brand perception, trust, and emotional appeal.

Luxury footwear in the GCC is a consideration-heavy category. Customers often require multiple touchpoints before converting, especially when purchasing online. As a result, paid media performance in this segment depends heavily on precise audience targeting, creative storytelling, and disciplined budget allocation.

The objective of this engagement was to use Meta Ads as the primary growth channel to drive consistent online sales, while maintaining cost efficiency and strong return on ad spend (ROAS) over a three-month period.

Analysis (Pre-Campaign State)

Before scaling Meta Ads, the brand faced a familiar challenge common to luxury eCommerce businesses in the region:
strong product appeal, but inefficient paid media structure for consistent performance.

Key observations during the initial analysis phase included:

Purchase behavior showed clear intent-based patterns, with users engaging multiple times before converting.
High-value users existed, but were not being segmented or retargeted effectively.
Budget allocation did not clearly differentiate between prospecting and retargeting intent.
There was room to improve signal quality for Meta’s algorithm by restructuring campaigns and optimizing toward purchase events.

This analysis confirmed that Meta Ads could be a profitable channel, provided the account was rebuilt with a clear funnel strategy and performance-driven structure.

Challenges

Several platform-specific challenges needed to be addressed:

1. Luxury Purchase Decision Cycle

Luxury footwear buyers do not convert impulsively. They typically:

Browse multiple times
Compare styles and credibility
Respond strongly to social proof and brand positioning

This required a structured retargeting approach rather than a single-layer campaign.

2. Audience Precision in the GCC

Targeting local Arab audiences in the GCC requires:

Cultural alignment in messaging
Careful balance between reach and relevance
Avoiding audience dilution when scaling

3. Budget Efficiency

With high average order values, inefficient prospecting could quickly inflate cost per purchase if not controlled through:

Campaign segmentation
Controlled testing
ROAS-focused optimization

Opportunity

The opportunity lay in leveraging Meta’s full-funnel capabilities to:

Build high-intent prospecting audiences
Capture and convert warm traffic through retargeting
Allow Meta’s algorithm to optimize around purchase value, not just conversions

By restructuring the account and separating prospecting and retargeting objectives, we identified a clear path to scalable performance.

Objectives & KPIs

Generate online sales through Meta Ads with strong purchase intent.

Primary Objective

Generate online sales through Meta Ads with strong purchase intent.

Key Performance Indicators

KPI	Measurement Focus
Website Purchases	Volume and consistency
Cost Per Purchase	Efficiency of spend
ROAS	Revenue return on ad spend
Spend Control	Scalable but disciplined budgets

All optimization decisions were made strictly against these KPIs.

Creative & Messaging Strategy

Creative strategy was aligned with luxury positioning, not discount-driven tactics.

Creative Principles Used

Clean, premium visuals showcasing craftsmanship
Product-focused imagery emphasizing quality and detail
Minimalist copy aligned with luxury brand tone

Messaging Approach

Value-driven messaging rather than aggressive sales language
Emphasis on exclusivity and premium appeal
Clear call-to-action without urgency-based pressure

This approach ensured that ads resonated with local Arab audiences, while preserving brand equity.

Strategy Breakdown (Meta Ads)

The entire strategy was executed exclusively on Meta Ads, without mixing platforms.

Account Structure

The account was structured into two clear layers:

1. Prospecting Campaign (CBO)

2. Retargeting Campaign

This separation allowed:

Cleaner data signals
Better budget control
Platform-specific optimization at each funnel stage

Campaign 1 - Prospecting

The prospecting campaign was built using Campaign Budget Optimization (CBO) to allow Meta’s algorithm to dynamically allocate budget toward the best-performing ad sets.

Key characteristics:

Broad but relevant audience targeting within the GCC
Focus on discovery and scale
Optimization for website purchases

The prospecting campaign delivered:

ROAS	11.91

This confirmed that Meta Ads could consistently acquire new customers at profitable returns, even at scale.

Campaign 2 - Retargeting

Retargeting was treated as a profit-maximization layer, not just a support campaign.

The retargeting campaign focused on:

Users who had previously interacted with the website
High-intent audiences who were already familiar with the brand

Key outcomes:

ROAS	25

This campaign delivered exceptional efficiency, validating the importance of structured retargeting in luxury eCommerce.

Optimization & Scaling Process

Optimization was handled through continuous performance monitoring, not aggressive over-testing.

Key Optimization Actions

Budget allocation favored consistently profitable ad sets
Underperforming creatives were rotated out without disrupting learning
Retargeting budgets were scaled cautiously to avoid audience fatigue
Prospecting budgets were increased only after stable ROAS was achieved

This disciplined approach allowed scaling without sacrificing efficiency.

Results & Performance Metrics

Overall Performance Summary

Key Observations

Retargeting delivered 2x ROAS compared to prospecting
Prospecting maintained strong efficiency even at scale
Combined strategy ensured both growth and profitability

Key Insights & Learnings

1. Luxury brands require funnel separation
  Prospecting and retargeting must be treated as distinct objectives.
2. ROAS optimization outperforms volume-only scaling
  Focusing on purchase value allowed Meta’s algorithm to prioritize quality traffic.
3. Retargeting is the profit engine
  High-intent audiences delivered the lowest cost per purchase and highest ROAS.
4. Creative restraint matters in luxury markets
  Clean, premium messaging outperformed aggressive promotional tactics.

Why This Worked

This strategy succeeded because it aligned:

Platform mechanics (Meta’s algorithm)
Audience behavior (luxury purchase journey)
Creative positioning (premium branding)

Rather than forcing volume, the approach prioritized controlled scaling, data-driven decisions, and funnel clarity.

Conclusion & Positioning

This case study demonstrates how Meta Ads can be a powerful revenue channel for luxury eCommerce brands in the GCC, when executed with strategic discipline.

By combining:

Structured campaign architecture
Funnel-specific optimization
Luxury-aligned creative strategy

The brand achieved strong sales performance with exceptional ROAS, proving that performance marketing and premium branding can coexist when managed correctly.

This approach is repeatable, scalable, and adaptable for other luxury and high-consideration brands seeking sustainable growth through Meta Ads.