TOTOBAE

Driving E-commerce Growth Through Performance Marketing
& Paid Media Transformation

Overview

E-commerce beauty brand operating across GCC markets. Initial growth driven by organic and early-stage performance. Transition into a structured paid media strategy (June 2025 onward). Strong focus on hero product: Hair Knight Serum (Based on performance timeline and revenue phases)

The Challenge

Scaling revenue beyond organic growth limitations
Maintaining profitability while increasing ad spend
Managing multi-channel performance across Meta, Google & TikTok
Driving consistent conversions across multiple GCC markets

Strategy

Shift to a performance-led paid media model. Allocate budget based on channel efficiency (ROAS-driven). Focus on hero products & bundles to maximize conversion value. Leverage always-on campaigns + seasonal spikes (offers & promos). Prioritize high-performing regions (UAE & Saudi Arabia)

The Results We Achieved

+159.3% increase in average monthly revenue

$90.6K total revenue generated

944 total conversions

5.12 overall ROAS

8.2% conversion rate

Revenue scaling:

300% growth

Paid ads: $7.8K/month

Top markets: UAE & Saudi Arabia

Key Takeaway

By transitioning from organic traction to a structured, performance-driven paid media strategy, Totobae successfully scaled revenue, improved efficiency, and built a sustainable e-commerce growth engine across GCC markets.