Mostafa
Taher.

Media Buying & Scaling

Running and scaling ad accounts across Meta, TikTok, and Google.

Media buying and scaling means running paid ad accounts across Meta, TikTok, and Google as one coordinated system rather than three separate budgets. In practice this starts with defining risk tolerance for the first week before any test goes live, then studying what's already working for competitors — creatives, offers, formats — before writing a single ad. Winning creatives get identified early and distributed across different audience segments with different offers and angles, rather than repeating the same ad to the same person twice, which keeps campaigns from competing against each other for the same impressions. Campaigns are timed to launch at the start of a season rather than partway through it, leaving room to test and scale before the window closes. For one electronics brand, this approach grew gross sales 40% over a month (Jul 6 – Aug 6, 2026) through Google Ads and Meta Ads optimization alone, without increasing the ad budget.

Sources: Meta for Business, TikTok for Business, Google Ads

Tracking & Data

Server-side tracking and CAPI setup so your numbers are accurate.

Server-side tracking, often called CAPI setup (Conversions API), sends conversion events directly from a server to Meta or TikTok's ad platform instead of relying only on a browser-based pixel — which iOS privacy changes, ad blockers, and cookie restrictions have made increasingly unreliable on their own. Setting this up typically means connecting a Conversions API integration through the ad platform's Events Manager, deduplicating events between the browser pixel and the server event using a shared event ID so nothing gets double-counted, and mapping key actions — purchase, lead, add-to-cart — so the revenue an ad account reports actually matches what happened in the store or CRM. The direct benefit is accurate numbers: knowing which campaigns are actually driving results instead of guessing from partial data. The indirect benefit is that the ad platform's own optimization algorithm learns from more complete data, which tends to improve how it spends the budget it's given.

Sources: Meta Conversions API docs

Conversion Rate Optimization

Finding and fixing what's stopping traffic from converting.

Conversion rate optimization starts from a simple question: of everyone who's already clicking an ad and landing on the site, why isn't a higher share of them buying or submitting a lead? That means auditing the path from ad click to landing page to checkout or contact form, looking for friction — a page that doesn't match what the ad promised, a checkout step that asks for more than it needs to, a form that's slower or more confusing than it looks, load times that lose visitors before the page even finishes rendering, or a value proposition that isn't clear in the first few seconds. The fixes are usually specific and testable rather than a wholesale redesign — one change at a time, measured against the traffic that's already being paid for, so the same ad budget converts more of the people it's already reaching instead of needing a bigger budget to compensate for a leaky funnel.

Growth Strategy

Full-funnel planning to take a brand from where it is to where it wants to be.

Growth strategy is full-funnel planning — connecting media buying, tracking, conversion rate work, and creative direction into one plan instead of treating them as separate, uncoordinated services. It starts with where a brand actually is: current revenue, current ad spend, and a specific target, which is exactly what the free Growth Gap Calculator on this site is built to estimate — the ROAS or additional spend needed to close that gap. From there, the plan sequences the work: fixing tracking accuracy first so every later decision is measured against real numbers, testing creative and offers before scaling spend behind them, and timing campaign launches to seasonal windows rather than running flat year-round. This is built for brands spending 1M+ EGP/month on lead or message ads who want to scale, or store owners aiming to grow monthly revenue toward 5M EGP.

Try the Growth Gap Calculator

Creative Strategy

Hook and angle direction for ads that actually get watched.

Creative strategy is hook and angle direction — deciding what an ad says and how it opens before a single asset gets produced, since the first two seconds of a video or the first line of a static ad determine whether the rest of it gets seen at all. In practice this means testing creative before scaling media spend behind it: identifying which hooks and angles actually stop the scroll for a given audience, then differentiating the message across segments — same product, different angle, offer framing, and urgency per audience — so multiple campaigns aren't competing for the same impressions with near-identical ads. This is the creative half of the same testing process used for media buying and scaling: winners get identified early and distributed deliberately, rather than running one ad everywhere and hoping it works for everyone.