Three years · thirteen live accounts · read October 2026
Last three years of managed media across thirteen live Meta and Google accounts, in the US, the UAE and Pakistan. Every number below is a platform number, read in October 2026.
Totals
The accounts
Client names and account-level spend stay private — permanently, not until you sign. What I can show is what the accounts are, and which metric each one lives or dies on.
| Account | Platform | Market | Judged on |
|---|---|---|---|
| VR / AR rental | USA | Cost per lead | |
| Dental clinic | Meta | Dubai | Cost to reach |
| Dental clinic | Dubai | Cost to reach | |
| Online pharmacy | Pakistan | Cost to reach | |
| Dermocosmetics e-commerce | Meta | Pakistan | Return |
| First-aid brand | Meta | Pakistan | Return |
| Skincare brand | Meta | Pakistan | Return |
| Cosmetics launch | Meta | Pakistan | Return |
| Streetwear launch | Meta | Pakistan | Return |
| Solar installer | Meta | Pakistan | Cost per lead |
| Electric mobility | Meta | Pakistan | Cost to reach |
| Dental clinic | Karachi | Cost per lead | |
| Dental clinic | Meta | Karachi | Cost to reach |
Rupee and dirham figures throughout are converted at 283 PKR and 3.67 AED to the US dollar.
Judged on return
Multi-channel e-commerce · USA
Jul 2024 – Nov 2025
1.4× → 3.8×
A US performance team running Meta, Google and Microsoft Ads together. Monthly paid spend grew from $18K to $55K while return on ad spend went the other way — up, not down. Scaling usually costs you efficiency; here it bought it.
Dermocosmetics e-commerce
Meta · Pakistan
2.13×
Dermocosmetics sold at national scale in Pakistan. The account held above 2× across the whole period, with the best campaign at scale returning 3.90× and the single best campaign 7.16×.
First-aid brand
Meta · Pakistan
13,121
A first-aid brand bought on impulse and at low ticket, which makes cost per purchase the only metric that matters. 118.4M impressions delivered at a CPM of US$0.28.
Beauty & streetwear launches
Meta · Pakistan
2.63%
Two small launch brands where creative, not budget, was the lever. The cosmetics launch set the CTR benchmark for everything else I run; the streetwear drop moved 25,772 link clicks at about three US cents each.
Judged on cost per lead
VR / AR rental
Google · USA
$54.20
The largest single account in the record, and the one that behaves most like a US B2B search programme: 4.01% CTR, 4.95% conversion rate, 2,965 conversions held steady as spend climbed.
Solar installer
Meta · Pakistan
15,061
Solar installation is a long, expensive decision, so the job was volume at a cost the sales team could absorb. 176,719 clicks converted to lead at 16.9% — roughly one enquiry for every six people who clicked.
Single-location dental clinic
Google · Karachi
US$0.22
A single-location clinic, so the whole programme lived or died on local search intent. 72.54% of clicks turned into a call or form — the highest conversion rate in the record, on the smallest budget.
Judged on cost to reach
Dental clinic
Meta · Dubai
US$0.32
Dubai is one of the most expensive auctions I buy in. Holding a clinic at US$0.32 a click and a CPM of US$4.12 across three years, through two platform changes, is the number I am most proud of.
Online pharmacy
Google · Pakistan
6.52%
An online pharmacy with thousands of SKUs and a thin margin on each. Structure did the work: 3.84M clicks at about 1.5 US cents each, converting at 27.64%.
Electric mobility
Meta · Pakistan
13.6M
A dealer credit line for electric vehicles, launched into a category most of the country had never bought from. 44.3M impressions at a CPM of US$0.16, and 1,327 dealer leads out of the back of it.
Skincare brand
Meta · Pakistan
1.05×
$16,113 of media returned almost exactly what it cost. The product had no repeat-purchase behaviour to amortise acquisition against, and I kept buying into it longer than I should have. It stays in the record because a portfolio without a flat account is a portfolio that has been edited.
Where the numbers come from
I won't show you a client's account. That's the point.
Plenty of consultants will screen-share someone else's ad account to win your business. Whoever does that for you will do it with yours. So here is how these numbers were produced instead, in enough detail that you can judge the method rather than take the total on faith.
Source
Pulled from the Meta Marketing API and the Google Ads interface in October 2026 — not retyped from old reports or rounded up from memory.
Window
Every account read over the same period, so nothing here is a cherry-picked fortnight. Meta will only report the last 37 months, which sets the limit.
Definitions
Purchases and leads are the platforms' own tracked conversions. Return is tracked revenue divided by media spend — no blended figures, no modelled uplift, no agency fee removed to flatter the ratio.
Omissions
Offline revenue from phone, WhatsApp and walk-ins, which in Pakistan and the UAE is a large share of what these campaigns actually produced. The totals are understated, not inflated. And the losses stay in: one skincare account ran at 1.05×.
What you can see live. Your own account. On the call I open your Ads Manager, Google Ads and GA4 and work through what the numbers are doing — which is a far better test of whether I know this work than watching me scroll through someone else's dashboard.