Project Overview
Northgate Watches is an affordable-luxury watch brand in Abu Dhabi, selling at AED 1,300-6,500 across roughly 100 watches plus straps. I have run its paid media since June 2026 as part of my work at KIEF, reporting directly to the brand owner.
The account was spending without a clear structure and across too many objectives. The job was to rebuild it around one goal, cut the waste, and find out where genuine buyers were actually coming from.
What the Work Covered
- Managed AED 14,000+ in Meta and Google Ads spend to date
- Planned an AED 8,500 monthly budget – channel split, prepaid top-ups, daily pacing, and a money added / used / left report to the owner
- Rebuilt the Meta account around a single Sales campaign: removed traffic and engagement objectives, restricted targeting to UAE residents, and cut Audience Network waste
- Ran acquisition and retargeting, Click-to-WhatsApp and seasonal campaigns, including a graduation campaign at AED 150/day geo-targeted to 10 Abu Dhabi and Al Ain districts
- Built separate ad sets for men, women and hero products, with reels, carousels and English/Arabic copy
- Turned off Google Search Partners after finding 79% of clicks were low quality, and added 138 negative keywords
- Synced a 271-product catalogue to Meta
- Wrote the 3-month strategy and Q4 plan, plus competitor research across 10 watch brands
Outcome
- Cost per order placed fell 63%, from AED 1,616 to AED 595
- Google Search CTR rose from 1.33% to 6.23%
- Meta, 14 Sep – 9 Oct: 139,238 reach, 290K impressions, 5,807 link clicks, 2.0% CTR at AED 1.08 CPC, 289 add-to-carts and 176 checkouts
- Instagram over 28 days: views +174% to 143.5K, reach +81% to 54.3K, interactions +223%, new followers +216%. Facebook views +44% to 269K
- Analysis showed Google was producing the only genuine buyers on just 3% of the early budget, which redirected the channel split
Orders were still failing at the payment step during this period. That diagnosis and the fixes are covered in the conversion and checkout project.
More Marketing & Growth Work
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