Social media advertising where the creative does the work
RX runs social media advertising for companies in Egypt and MENA — enough creative to actually test, in Arabic and English, reported on delivered revenue rather than orders placed.
The targeting is fine.
You are running out of ads.
The platforms absorbed most targeting decisions years ago, and broad delivery with strong creative now beats narrow delivery with weak creative. Which means social media advertising performance is mostly a creative supply problem — and almost nobody is staffed to supply it.
One Ad, Then Fatigue
The campaign launches with two assets. Week three the cost per result climbs, and there is nothing new to rotate in because the design queue is four weeks long.
The Dashboard Is Lying to You
With cash on delivery, orders placed and orders paid are different numbers. Judging social media advertising on the first makes every campaign look better than it is.
English Ads With Arabic Subtitles
The copy was written in English and translated. It reads like translation, so it converts like translation, in the language most of your market buys in.
Enough creative to run a real test,
every month
Numbers that
speak for themselves
What clients see after moving social media advertising to RX.
Layali Modest Wear
An online clothing retailer reporting a 6x return that collapsed to under 2x once refused cash-on-delivery parcels were counted. We rebuilt the account around delivered orders and raised creative output from four assets a month to thirty.
Why social media advertising in Egypt is measured wrong
Creative is the last variable you still control
Automated placement, broad targeting and value-based bidding have moved most delivery decisions inside the platform. What remains yours is the offer, the hook and how many versions of each you can put in front of an audience before fatigue sets in. A social media advertising program that ships four assets a month cannot test; one that ships thirty can. That is a production question, not a media-buying question, which is why our ad creative sits in the same team as the campaign management rather than behind a separate request queue.
Cash on delivery breaks the standard ROAS calculation
Between 55% and 70% of Egyptian online shoppers still pay cash on delivery. An order placed is not revenue — it is an intention, and a meaningful share of those parcels come back refused, with the shipping paid in both directions. Any social media advertising report that stops at the platform dashboard is therefore overstating performance, sometimes badly. We reconcile monthly against delivered orders, which occasionally makes our own numbers look worse and always makes the decisions better. Optimizing toward placed orders quietly trains the algorithm to find the customers least likely to pay.
Write in the language people buy in
Egypt has a very large Facebook and Messenger population and a fast-growing TikTok audience, and the majority of that attention is Arabic-first and mobile. Translated ad copy underperforms because idiom, humor and objection-handling do not survive the trip. We write Arabic ads as originals and English ads as originals, then test them separately rather than assuming one is a version of the other. In a bilingual market there are two creative pipelines, not one with a translation step at the end.
Where paid social stops and search begins
Social media advertising creates demand — it reaches people who were not looking for you. Search captures demand that already exists. Accounts that miss this run paid social against bottom-funnel targets and conclude the channel does not work. If your category has real search volume, the honest answer is usually a split, and we will say so even though the search budget sits in a different service line.
We will look at your ad account before you pay us anything
Read-only access, one week, and a written review of your account structure, your creative supply rate, and what your reported ROAS is actually measuring.
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Common Questions Answered
Social media advertising is paid placement inside social platforms — Meta, TikTok, LinkedIn, Snap and others — where you pay for reach and the platform decides delivery based on your objective, budget and creative. It differs from organic social because reach is bought rather than earned, and from search advertising because it reaches people who were not actively looking.
Enough that the platform can exit the learning phase and enough to run more than one creative concept at once — below that, results are noise. We will tell you the realistic floor for your category rather than accepting a budget we know cannot produce a readable test.
Meta still carries the largest reach in Egypt by a wide margin, and most budgets here are right to start there. TikTok is growing fastest and now reaches roughly half the internet user base. LinkedIn matters for B2B and almost nothing else here. We would rather run one platform properly than four thinly.
We reconcile platform-reported conversions against delivered and paid orders monthly. It is the single biggest correction most accounts need in this market, because a refused parcel costs you shipping in both directions and appears in the dashboard as a success.
We produce it — static, motion and short-form video, in Arabic and English. That is deliberate. Performance is capped by how many concepts you can test, and separating creative from media buying is what puts most accounts on a four-week design queue.
You do. We work inside your Business Manager and your ad accounts, with your pixel and your historical data. If the relationship ends, everything stays with you — including the creative files.
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