Why paid social misleads here
The dashboard says you are profitable. The courier disagrees.
This is the specific way paid social goes wrong in a cash-on-delivery market, and it is invisible in every report the platform produces.
Orders counted before they are paid
The platform records a purchase when the checkout completes. In this market the money arrives days later, if the parcel is accepted. Optimise towards placed orders and the algorithm will find people who place them impulsively and refuse at the door, because that is literally what you asked it to find.
Creative treated as a one-off
Paid social burns creative in a way search never does. The same three images shown to the same audience for two months is the most common cause of a campaign quietly getting more expensive. Volume of creative, not perfection of it, is what keeps costs down.
Boosted posts instead of campaigns
Boosting is a different product from the ads manager — less targeting, less measurement, no structure. It has a place for reach on something already performing, but it is not advertising and a monthly fee to press it is not management.
Spend on the agency's invoice
Same rule as search. Your Business Manager, your payment method, our access as a partner. Otherwise the audiences, the pixel history and the learning belong to someone else, and they are worth more than the campaigns.
What management covers
Creative volume, and the measurement underneath it.
Business Manager set up properly
Your assets, your pixel, your catalogue, our partner access. Untangling this later is slow, so it is done first.
Creative in volume
Statics, short video and copy variants produced continually rather than once, because fatigue is the main cost driver.
Catalogue and dynamic ads
The product feed wired to the pixel so retargeting shows the item someone actually looked at, priced and in stock.
Delivered-order reporting
Courier outcomes joined back to campaign, so the number you scale on is money received rather than orders placed.
Confirmation before dispatch
An automated WhatsApp confirmation removes a large share of the refusals that make paid social look worse than it is.
Search alongside social
Meta creates the demand; search captures it once it exists. Most stores need both, and they are measured differently.
The delivered-order loop, and why it is the whole page
Everything distinctive about running paid social in this country follows from one fact: the platform optimises towards the event you report to it, and the event most stores report is the wrong one.
Report a placed order, and the algorithm finds people who place orders. On a cash-on-delivery catalogue a meaningful share of those are never paid for, and each one has cost you outbound freight, return freight and packaging. Scale that campaign and you scale the losses with real precision.
The fix is a loop rather than a setting. The courier returns a delivery outcome for every parcel. Joined back to the order and then to the campaign, it produces the only number worth optimising: cost per delivered order. Campaigns that look identical on placed orders often differ substantially on delivered ones, and the difference decides which one gets the budget. Building that loop is a few days of work on the store, it is described on the ecommerce page, and it is worth more than any amount of creative testing done on top of the wrong signal.
What we can and cannot show you
No client campaign numbers appear on this page, because the Pakistani growth write-ups are still in draft. Every published case study here is Build work. What you can verify on day one instead is the arrangement: the ad account is yours, the media budget is paid to Meta from your own payment method and never appears on our invoice, and the fee is management alone with no percentage of spend. That removes the incentive to recommend a bigger budget, and it means every number you are shown can be checked in an interface you own.
Where Instagram fits
Same ads manager, different behaviour. For most Pakistani retail catalogues Instagram carries the discovery and Facebook carries the conversion, but this reverses by category often enough that it is worth testing rather than assuming. Organic posting is a separate discipline from paid and we are honest about the split: we run the paid side and will happily work alongside whoever is producing your organic content rather than charging you for both.
How it runs
Fix the signal, then buy attention.
Free account teardown
Written, inside 48 hours: what the pixel is recording, what creative is fatigued, and where spend is going without return.
Assets into your name
Business Manager, pixel, catalogue and payment method under your business, with us as a partner rather than an owner.
Report the right event
Delivered orders where the store can supply them, confirmed orders where it cannot yet. No scaling before this is true.
Creative on a cadence
New variants every week, retired on data rather than on taste, reported against cost per delivered order.
Money
Management only. Never a share of spend.
Teardown only
The written audit of the account and the pixel, no retainer attached. Yours to act on or hand to someone else — it is written to be useful either way.
- ✓Free, inside 48 hours
- ✓Pixel and event audit
- ✓No obligation
Monthly management
Campaigns, creative production and reporting, on your Business Manager and your payment method. Scoped after the teardown.
- ✓Media paid to Meta directly
- ✓Creative produced weekly
- ✓Cancel with notice
Social plus the store
Where the constraint is the order lifecycle rather than the ads — confirmation, courier data, delivered-order reporting. Quoted separately from the retainer.
- ✓Delivered-order loop built
- ✓Confirmation flow included
- ✓Store work priced apart
No figures on this site, and no percentage-of-spend fee. A fee that grows with your budget rewards us for recommending a bigger one; a flat management fee does not. Quoted from the account after the free teardown.
FAQ
What sellers ask about paid social.
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