01 / Overview
In five months, Thiqa transformed the client's Instagram ad account from an account that spent money without results into a consistent sales conversation engine. By fixing the creative strategy, tightening the audience targeting, and optimising across placements and gender segments, we generated 1,492 qualified customer conversations — the majority of which converted into purchases — at an average cost of $0.94 per message for the highest-performing audience segment.
02 / The Challenge
What We Were Up Against
This Jordanian accessories retailer was running Instagram ads that generated impressions but almost no customer messages — and when inquiries did come in, the cost per conversation was too high to sustain any meaningful return on ad spend.
Ads were live but generating near-zero customer inquiries or DMs
Creative assets were generic — no product storytelling, no urgency, no clear CTA
Audience targeting was far too broad, reaching people with no purchase intent
High cost per message made scaling the campaigns financially unsustainable
03 / How We Turned Idle Ads Into a Sales Conversation Engine
How We Fixed It
Creative Audit & Recommendations
Analysed all existing ad creatives and identified the root issue — visuals were not showcasing the brand's products in a way that drives desire or urgency. We delivered a detailed creative brief guiding the client to produce new assets tailored to how Jordanian shoppers respond on Instagram.
Precision Audience Targeting
Replaced the broad interest-based targeting with tightly layered audiences — combining demographics, purchase-intent behaviours, and interest signals specific to accessories and fashion buyers in Amman and across Jordan.
Placement Testing — Feed vs. Reels
Split-tested Instagram Feed against Reels to identify the most cost-efficient format for driving messaging conversations. Reels consistently delivered the lowest cost per conversation at $0.60 — significantly outperforming Feed placements.
Gender Segmentation & Budget Reallocation
Broke down performance by gender and found male audiences converted at $0.94 per conversation versus $1.57 for females. Budget was strategically reallocated toward the higher-performing segment to maximise total conversation volume at the lowest blended cost.
04 / 1,492 Sales Conversations in 5 Months
The Numbers
1,492
Total Conversations
Jan–May 2026
$0.60
Lowest CPM
Instagram Reels
668
Male Conversations
818
Female Conversations