What changed, and why
Case Studies
Accounts we run, described by what was wrong and what we changed. We do not publish client revenue, and we do not present a good month as a permanent result.
How we write these
Four rules for every case on this page
Case studies are the easiest marketing to exaggerate. These are the constraints we hold ourselves to.
- 01The cause, not the headlineWhat was actually wrong — usually measurement, structure or the landing page — rather than a percentage with no explanation behind it.
- 02No client revenueTurnover belongs to our clients. We describe what we changed in the account and what the account then did.
- 03A fair comparison periodMonth one against month six, not the worst week against the best. Seasonal sectors are compared year on year.
- 04What did not workWhere a channel failed or a test was wrong, it is stated. A case study with no failed hypothesis is a brochure.
Patterns
What we usually find, before anything is changed
Broken measurement
The most common by a distance: conversions double-counted, missing, or counting page views as enquiries.
One campaign for everything
Every keyword in a single campaign, so nothing can be bid on properly or read separately.
The home page as destination
Paid traffic pointed at a page describing the whole company to someone with one question.
No negatives
Search terms never read, so the same waste repeats every month.
Flat conversion value
Every order counted equally, so budget drifts toward the cheapest rather than the best.
Calls unmeasured
In sectors where most enquiries arrive by phone, the majority of the result is invisible.
Default attribution
A window that credits the last click and hides everything that built the sale.
Scaling as the answer
Budget raised whenever performance dips, instead of finding the cause.
Why this page is short
Most of what we could publish, we cannot
Our clients compete in their markets, and a detailed case study is a briefing document for their competitors. Where we publish, we publish with permission and without the figures that would identify a business or hand an advantage to a rival.
What we can do instead is discuss your own account on the call: what the patterns above would look like in your sector, and which of them we would expect to find. That conversation is more useful to you than a page of percentages from someone else’s business.
In numbers
In numbers
Questions
What gets asked about case studies
Why so few published cases?
Because a detailed case study tells our client’s competitors how their account works. We publish with permission and without identifying figures — which limits how much there is to show.
Can I speak to an existing client?
Sometimes, with their agreement, and usually after a first call rather than before one. We do not volunteer clients as references to every enquiry.
Do you have a case in my sector?
Ask on the call. If we do, we will describe what we found and changed. If we do not, we will say so rather than adapting one that does not fit.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Start from the numbers you already have
Tell us what you sell and where. Thirty minutes on a call, then a written proposal with scope, fees and what the first ninety days look like. No access to your account, and no commitment.
New Cairo, Egypt
Saudi Arabia · Egypt · UAE · Kuwait · Qatar · Bahrain · Oman