Facebook and Instagram ads that sell in Pakistan
We run Meta ads for Pakistani brands the way Pakistan buys: the sale closes in a DM, the payment is cash on delivery, and the budget is in rupees in your own ad account. The Gallery, a personalised newborn brand, returned $5.20–$6 for every $1 of ads on every campaign to July 2026. Ads management is $2,000 a month, with no percentage of spend.
In detail
Why do Facebook and Instagram ads work differently in Pakistan?
Because the checkout is a conversation. A buyer in Lahore sees the ad, opens the DM, asks about the size, the spelling, the delivery date and the price, and then orders cash on delivery. The pixel sees none of that, so a campaign optimised for website purchases is optimising for something that barely happens. The ads have to be built to start conversations, the account has to be optimised toward messages, and the orders have to be counted where they close, in the inbox and on the courier sheet, with returns at the door subtracted before anyone calls it a return.
How we run a DM-first campaign
- 01
Set up the inbox before the ads
Saved replies, a sheet that logs every conversation to an order or a no, and a way to mark the returns. Without this the number is a guess.
- 02
Creative that opens a conversation
Ten creatives, not forty. Each one is built to earn a message rather than a click, and the losers are cut by the second week.
- 03
Optimise to messages, count orders
The campaign is pointed at the inbox. Spend is read against orders confirmed by the courier, not against what the platform claims.
- 04
Weekly cuts, weekly notes
What lost is paused, what won is rebuilt, and you get the figures in rupees with the return per rupee stated.
- 05
Scale only what holds
Budget goes up when the return holds for a fortnight, never because a dashboard looked green on a Tuesday.
How much should a Pakistani brand spend on Meta ads?
Enough to buy a readable result in a week, and not a rupee more until it reads well. The right figure depends on your price and your margin after delivery and returns, so we work it out on the first call rather than printing a round number here. Two things are fixed. The budget sits in your own ad account, on your own card, in rupees. And our fee is flat, so we have no reason to tell you to spend more; a fee that grows with spend pays an agency to be generous with your money.
What stays in your name
- The ad account, with you as the admin and us as a partner you can remove.
- The Facebook page and the Instagram account.
- The pixel, the conversions and the audiences built from your customers.
- Every creative we make, with the source files.
- The conversation log and the customer list, which are worth more than the ads.
A percentage of spend against a flat fee
| A percentage of spend | A flat fee | |
|---|---|---|
| When your budget doubles | The agency’s fee doubles for the same work | The fee is unchanged |
| When a campaign should be paused | Pausing costs the agency money | Pausing costs the agency nothing |
| Who the incentive favours | Spending more | Spending well |
| What you can audit | The spend, the fee and the arithmetic between them | The spend and the work |
| How it is written here | Never | Published, before the first call |
The Gallery, in detail
The Gallery sells personalised newborn wear across Pakistan, and personalisation means every sale is a conversation about a name, a spelling and a date. We built ten creatives whose only job was to start that conversation, pointed the campaign at the inbox and tracked the order where it actually happened. Every campaign to July 2026 returned $5.20–$6 for every $1 of ads, not as an average across a good quarter but on each campaign. The spend behind it is not published, and we would rather say that than invent a context.
Do you guarantee a return on ad spend?
No, and you should walk away from anyone who does. A return depends on your price, your margin, your delivery times and your product photography, none of which an agency controls. What we do guarantee is the method: the account is read every week, the losers are cut, the figures are reported in rupees against confirmed orders, and if by week four the number is not there we say so and change the plan or stop. A guarantee would be a reason to hide a bad month. We have none.
The questions that follow.
Do you run ads for cash-on-delivery brands?
Yes. Most Pakistani brands we run are cash on delivery, and the method above was built for it: optimise to the conversation, count the order at the courier.
Can you run ads from our own ad account?
That is the only way we run them. You add us as a partner; the account, the pixel and the history stay yours.
Do you make the ad creatives?
Yes, in the studio in Karachi: stills, short video and carousels, four new ones a month on the Starter tier.
What about Google ads?
We run those too, and for some categories they are the better buy. Search ads catch the buyer who already knows what they want; Meta finds the one who does not yet.
How fast will we see orders?
The first ads are live in week three and the first honest read is week four. Anyone promising orders in the first week is selling you a dashboard.
The price is published.
Where this leads.
No deck. No discovery theatre. One metric, one date, in the contract.