Mahrez A. E. Ibrahim
ResultsFunnelCasesMethodContact
Performance marketer & media buyer

I scale DTC e-commerce and SaaS businesses with full-funnel paid social on Meta and TikTok. I own the whole loop: account structure, creative testing, landing pages, tracking and scaling decisions.

See the resultsEmail meLinkedIn

Oran, Algeria · 4+ years in paid social · Arabic (native) · English (C1/C2) · French (B1/B2)

Perle Abaya landing page design, version A
256purchases at €0.69 each
3.29%store conversion rate, same period
Results

Results at a glance

Figures taken from my ad accounts and store dashboards. Details and screenshots below.

256purchases at €0.69 each
175purchases at $0.96 each
3.29%store conversion rate, same period
49 @ $1.14blended CPA, Perle Abaya after restructure
9,486conversations at $0.02 each
1,375orders on my own store, Mar–Apr 2026
Funnel

Full-funnel approach

I build campaigns for every stage, so each one feeds the next instead of competing with it.

Top: attentionReach and video content that earns profile visits. One account ran 5,645 Instagram profile visits at $0.003 each.
Middle: intentEngagement and messaging campaigns that start conversations, with results from $0.02 to $0.05 per conversation.
Bottom: purchaseConversion campaigns to landing pages and stores, judged on cost per purchase ($0.69 to $1.55 in the accounts below).

Two playbooks

DTC e-commerce

Cash-on-delivery and card-paid stores. Creative testing, landing pages, one clean campaign structure, CPA as the north star, and scaling in controlled steps.

SaaS and subscriptions

Funnels built on CAC, trial-to-paid conversion and lifetime value. Audience segments, a parallel conversion campaign from day one, and the right channel for paid subscriptions.

Cases

Case studies

DTC e-commerce · BoutiqueGR / Perle Abaya

From competing campaigns to a clean, scalable structure

Meta AdsTikTok AdsLanding pagesCOD
The problemTwo broad campaigns were competing with each other, budgets jumped 100% at a time, and the first ad showed creative fatigue after about a month.
What I didMerged everything into one CBO campaign with four ads, fast-tracked only new creatives, paused underperformers at spend thresholds, and scaled in steps.
The result49 purchases at a $1.14 blended CPA, with individual ads at $0.92 and $1.01.
  • Built mobile-first Arabic product pages and tested two layouts and offers.
  • Expanded to TikTok Ads, with the pixel installed by hand through the store's header code.
  • Spotted an ad Meta barely delivered despite a lower cost per purchase, and isolated it in its own ad set with a fixed budget.
Perle Abaya landing page on boutiquegr.store
Perle Abaya landing page design, version A
Perle Abaya landing page design, version B
Robe Mira landing page for Boutique Dania
SaaS · Coachini

Go-to-market for a subscription fitness app

Funnel strategyCAC / LTVCreative
Coachini app banner in Arabic
  • Mapped the funnel around subscription logic: CAC, trial-to-paid conversion and lifetime value, instead of the one-step COD model.
  • Defined four audience segments for the Algerian market.
  • Recommended a low-budget conversion campaign from day one rather than a purely sequential funnel, with Meta first because TikTok was weaker for paid subscriptions at this stage.
  • Flagged the decisions needed before launch: web or in-app checkout, and the free-trial structure.
  • Produced the banner and an explainer video (below).
DTC e-commerce · Nova Moda (my own store)

My own store: full funnel from testing to scaling

Store analyticsAttributionReporting
DZD 4.97Msales
1,375orders
34,144visitors
DZD 3,613average order value

My own e-commerce store. Store insights for 1 March to 30 April 2026, with traffic from Facebook, Instagram, TikTok and Threads. I run the full funnel myself: I test creatives and audiences, read traffic sources, conversion and order value next to the ad data, and scale what works.

Nova Moda store insights dashboard

Ad creative

Vertical video made for Reels and TikTok ads.

Coachini: app explainer mixing presenter footage with app screens.

SheLuxe: product video for a shoe collection.

Inside the ad accounts

Meta Ads Manager exports. I track results, cost per result, CPM, link clicks and CTR, then cut what lags and scale what works.

Meta Ads Manager purchases, profile visits and conversations
Meta Ads Manager purchases in euros
Meta Ads Manager messaging campaigns
Method

How I scale

Rules I run on every account.

1

Controlled budget steps

Increase 15–20% at most, no more than once every 3–4 days, from a stable base.

2

Fair creative tests

Judge a new creative only after 3–4 days and $20–30 of spend.

3

One variable at a time

Change one thing, read the result, then move on.

4

Horizontal over vertical

For bigger jumps, add new campaigns and audiences instead of pushing one budget up.

Experience

  • Performance Marketer, E-commerce business, Oran · 2022 to present
  • Digital Manager, Scaliny Agency, Oran · June 2025 to May 2026
  • Print-on-Demand Seller, Merch by Amazon, Redbubble and Etsy · 2020 to 2023

Platforms and tools

Meta Ads ManagerTikTok Ads ManagerMeta Business SuiteYouCan storesShopify storesAdobe Creative SuiteCanvaAI video toolsVideo editing

Analytics and tracking

Pixel setupMeta Pixel and Conversions APITikTok PixelUTM trackingGoogle Analytics (GA4)Store analytics dashboardsFunnel analysisROAS, CPA and CAC trackingLTV and cohort analysisReporting in Google SheetsAttribution analysis

Scaling and optimization

Vertical and horizontal scalingCBO and ABO structuresAdvantage+ campaignsLookalike and broad audiencesRetargeting funnelsCreative testing frameworksA/B testingBudget pacingAudience segmentationScaling winners, cutting losers

Creative and conversion

Conversion rate optimizationVideo ad creativeAd copywriting in Arabic, French and EnglishOffer and pricing testsCOD funnel optimizationSubscription funnel strategyClient reporting