Meta Ads Case Study of Scaling Coffee Sales 24% Across the Middle East
Executive Summary
Client:
**ir*i R**s* C****e C*.
Platform:
Meta Ads
Industry:
Food & Beverage → Coffee
Markets:
UAE Primary, Expanded to GCC Region (Saudi Arabia & Kuwait)
Campaign Duration:
2025’s Q1
Final ROAS:
6.8x
Key Achievements in Meta Ads Campaign for **ir*i R**s* C****e C*.
- Sales Growth: Online sales increased by 186% over three months(Q1), from AED 35,000 to AED 105,000 monthly.
- ROAS Improvement: ROAS jumped from 1.3x to 6.8x making it nearly 7x better than the industry median for coffee in 2025.
- Regional Expansion: Orders from Saudi Arabia & Kuwait grew 95%, while UAE remained the growth engine with 155% more transactions.
- Cost Efficiency: Customer acquisition cost dropped 48%, from AED 52 to AED 23 per new buyer.
Client Overview
**ir*i R**s* C****e C*. is a Dubai-born specialty coffee brand that blends premium Arabica beans with Middle Eastern flavors (cardamom, dates, saffron). They sell whole beans, ground coffee, brewing equipment, and gift sets through their e-commerce store, shipping across UAE, Saudi Arabia, Kuwait and Qatar.
What They Wanted to Achieve
- Break the AED 100K monthly sales barrier
- Achieve sustainable ROAS above 3.5x
- Grow in the UAE first, then scale profitably across the GCC
- Reduce dependency on seasonal winter spikes
The Challenges They Were Facing
- Heavy competition from both online competitors and local chains
- Current marketing resource where making only 1.3x ROAS with generic creatives
- High cart abandonment (68%) due to shipping confusion across borders
- Low CTR and Ad Response Rate due to Cultural differences between UAE and other countries.
My 4 Phases Strategy for Dominant Results
Phase 1: Deep Audit & Restructure
- Heavy competition from both online competitors and local chains
- Current marketing resource where making only 1.3x ROAS with generic creatives
- High cart abandonment (68%) due to shipping confusion across borders
- Low CTR and Ad Response Rate due to Cultural differences between UAE and other countries.
Phase 2: Creative Overhaul (150+ assets)
- Produced multiple Reels showing products like “3-minute date-cardamom iced coffee made at home” which also boosted promoted content engagement.
- Used real Emirati customers in Dubai & Riyadh kitchens for product reviews
- Created specialised offer with optimised pricing for each region for better conversion rates.
Phase 3: Budget Allocation That Actually Works
- 50% UAE Broad + Lookalikes
- 20% Retargeting (cart + video viewers)
- 30% Testing KSA & Kuwait (scaled only after hitting 4x ROAS)
Phase 4: Daily Optimization Ritual
- 9 AM UAE time: kill losing creatives, scale winners
- Used Meta’s automated rules + manual volume controls
- Adjusted bids higher during evening coffee hours (7-11 PM)
Average Results Per Month (Q1)
| Metric | Before Onboarding | After Onboarding | Improvement |
|---|---|---|---|
| Monthly Revenue | AED 35,000 | AED 105,000 | +180% |
| ROAS | 1.3x | 6.8x | +420% |
| Total Conversions | 1,800 | 6,700 | +270% |
| Customer Acquisition Cost | AED 52 | AED 23 | -48% |
| UAE Orders | Baseline | +155% | |
| Saudi + Kuwait Orders | 280 | 575 | +105% |
Bonus Outcomes
- 27% of new customers bought subscription bundles (recurring revenue unlocked)
- Organic traffic rose 54% thanks to social proof from ads
This campaign turned a struggling coffee brand into a GCC category leader using nothing but smart Meta Ads planning and execution. Also, no celebrity endorsements, no TV, no magic.
Just pure data driven campaigns, local flavor, and relentless testing with proper logic building.
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