Social Media
Instagram Ads
Google Ads
Snapchat Ads
The Full Case Study
How We Grew ellelazena During Saudi Arabia’s Busiest Seasons
Campaign: December 17, 2025 – May 30, 2026 | Budget: 130,304.73 SAR
When I started managing growth for ellelazena, the challenge was clear: premium sweets in Riyadh are competitive. Everyone wants a slice of Ramadan spending. But ellelazena had something different—craft quality, heritage, and a loyal core. The problem? We weren’t capturing the impulse buyers or the corporate catering side.
So I built a three-platform strategy that matched how Saudi consumers actually shop for sweets.
The Setup: Three Channels, Three Jobs
I didn’t try to do the same thing on every platform. Instead, I gave each one a specific role:
Meta (Instagram & WhatsApp) became our conversation starter. Visual, intimate, direct messaging. Someone sees ellelazena on their feed at 10pm, craving hits, they slide into the DM. That’s where the magic happened.
Snapchat was pure impulse. Saudi Arabia runs on mobile. Snapchat’s click-to-call button? Genius. A family group chat decides they need sweets for tonight’s gathering. Someone opens Snapchat, sees the ad, hits the call button. Done.
Google Ads was about capturing the ready-to-buy moment. “حلويات قريبة مني” searches. “صواني حالي ومالح.” These were people already hunting. We just had to appear.
What Actually Happened
The Numbers That Matter
Meta: 61,360 SAR spent. Reached 566k unique Saudi accounts. Generated 5,693 chat messages. Cost: 10.78 SAR per message.
Why this matters? Each message is a conversation with someone who’s interested. Our team could upsell them on bulk event orders, custom boxes, corporate catering. High-margin stuff.
Snapchat: 19,134 SAR spent. 3.4 million impressions. 38,591 people called us directly. Cost: 0.50 SAR per call.
This one surprised me. Half a riyal per actual phone call? On a Friday night, our phones were ringing off the hook. Delivery orders, “Can you make it by tonight?” catering calls. Snapchat was our instant revenue machine.
Google Ads: 49,811 SAR spent. 2.96 million impressions. 39,902 people asked for directions to our stores. Cost: 1.25 SAR per navigation request.
The foot-traffic play. Someone searched for us, Google showed up, they hit “directions.” That’s a customer walking through the door.
The Real Story
December-January: We tested the channels light. Snapchat’s CTR was 1.12%—unusually high. I started shifting budget.
Ramadan (March-April): This is when it got interesting. Meta’s messaging volume nearly doubled. People were planning after iftars, buying gifts. Each message represented 200+ SAR in average order value.
May: By end of campaign, we’d hit 8.5 million impressions across all platforms. 84,186 total conversions (messages + calls + directions). Cost per acquisition: 1.55 SAR on average.
What I’d Do Differently Next Time
Scale Snapchat harder and earlier. That 0.50 SAR per call was too good not to maximize. Next campaign, I’m giving it 25-30% of budget from day one.
Invest in chat automation for Meta. We handled 5,693 messages manually. An AI-powered first response (order confirmation, FAQ, upsell suggestions) would’ve captured higher-margin orders.
The Bottom Line
ellelazena isn’t just a luxury sweets brand—they’re flexible. They do individual orders, catering, corporate gifts.
Total spend: 130k SAR. Total conversions: 84k+. Average cost per result: 1.55 SAR.
It wasn’t flashy, but it worked. And it taught me that in performance marketing, matching the platform to the customer moment matters more than the platform itself.
