Zabbi
We helped Zabbi turn paid media into a stronger nationwide eCommerce acquisition system by improving product prioritization, audience quality, purchase tracking, and campaign structure across premium furniture categories.
The account reached a 7.39X ROAS, reduced average cost per purchase to approximately PKR 4,500, and delivered a 19% increase in sales while expanding paid demand across Pakistan.
7.39X
Return on Ad Spend
PKR 4,500
Average Cost per Purchase
19%
Increase in Sales
Pakistan
Nationwide Sales Coverage
Premium Furniture Built for Modern Homes
Zabbi is a Pakistan-based furniture brand offering design-led tables, mirrors, seating, storage, and statement home pieces for customers seeking premium contemporary interiors.
The catalogue includes both visually distinctive hero products and broader supporting collections, which creates different purchase considerations across price, room type, design style, and customer intent.
That made paid acquisition a quality problem as much as a volume problem. The campaigns needed to attract buyers with genuine purchase intent while avoiding low-value traffic and weak order quality.
Growing Sales Without Chasing Cheap Orders
Premium furniture can generate attractive click-through rates while still producing poor commercial outcomes if campaigns optimize toward low-quality traffic or weak purchase intent.
The challenge was to improve real order quality, keep acquisition economics healthy, and scale beyond individual cities without diluting customer fit.
High-Ticket Products
Higher prices meant every purchase required stronger trust and buying intent.
Order Quality Concerns
Low-intent and invalid orders could significantly distort overall campaign performance.
Uneven Product Demand
Some furniture pieces showed commercial potential than others.
Nationwide Expansion
Scaling beyond core cities required tighter audience and delivery relevance.
Creative Dependence
Visual presentation strongly influenced whether premium products felt worth the price.
Opportunity: Build a purchase-led acquisition system where product quality, audience intent, and confirmed sales mattered more than low-cost clicks or unqualified orders.
Our Strategy
Turning Premium Products Into Scalable Demand
We built the paid growth strategy around four connected layers so product selection, creative quality, audience intent, and purchase data reinforced each other.
Where Paid Media Turned Into Revenue
Performance improved when optimization moved away from surface metrics and toward completed purchases, product-level revenue, and stronger customer quality.
From Product Promotion to Performance Engine
We turned the catalogue into a structured testing system so each product, audience, and campaign had to prove commercial value before receiving more budget.
01
Product Prioritization Strategy
We identified hero products with stronger visual appeal and clearer purchase potential instead of advertising the entire catalogue equally.
- Hero product selection
- Revenue contribution
- Margin potential
- Purchase intent
02
Audience Quality Control
We refined targeting around customers more likely to afford and value premium furniture rather than optimizing for the cheapest conversion.
- Premium locations
- Higher-intent audiences
- Engagement signals
- Low-quality exclusions
03
Creative Testing System
We tested product-first visuals that clearly communicated material, scale, styling, and premium positioning more effectively overall.
- Lifestyle imagery
- Product close-ups
- Interior settings
- Value-led messaging
04
Sales Campaign Structure
We separated products and audience themes so performance could be evaluated without weaker items hiding opportunities.
- Product-level ad sets
- City-based testing
- Retargeting groups
- Purchase optimization
05
Search Demand Capture
We used Google to capture shoppers already searching for furniture categories and product-specific purchase solutions.
- Furniture category terms
- Product-intent searches
- Brand searches
- Negative keywords
06
Purchase Tracking System
We aligned campaign optimization with completed order and revenue signals so scaling decisions stayed commercially grounded.
- Purchase events
- Revenue values
- Channel attribution
- Tracking validation
From Product Testing to Nationwide Growth
PHASE 1
Find Winning Products
Focus: Identify products and audiences capable of producing real purchase activity.
- Audit catalogue
- Launch hero tests
- Validate tracking
- Build audience groups
PHASE 2
Improve Buyer Quality
Focus: Reduce weak orders and move spend toward stronger customer intent.
- Refine locations
- Exclude weak segments
- Refresh creative
- Review order quality
PHASE 3
Scale Proven Revenue
Focus: Increase budget where purchase cost and ROAS remained commercially healthy.
- Scale hero products
- Expand retargeting
- Grow search coverage
- Reallocate budget
ONGOING
Protect Profitable Growth
Focus: Maintain return while expanding product and geographic opportunities.
- Monitor ROAS
- Track purchase cost
- Refresh creatives
- Test new products
BEFORE VS AFTER
From Cheap Conversions to Better Customers
The biggest shift was changing the definition of success from generating orders at any cost to generating purchases with stronger customer quality and sustainable revenue economics.
BEFORE
-
Volume-Led
Cheap conversions could hide weak order quality
-
Broad Targeting
Audience fit varied widely by location
-
Catalogue Spread
Too many products competed for attention
-
Creative Inconsistency
Premium value was not always communicated
-
Weak Revenue Signal
Order count mattered more than customer quality
AFTER
-
Revenue-Led
ROAS and purchase quality became the core signals
-
Intent-Led Targeting
Higher-value audiences received more budget
-
Hero Product Focus
Winning products received stronger support
-
Premium Creative
Visuals matched the price and design positioning
-
Nationwide Growth
Sales expanded across Pakistan with clearer economics
The Numbers That Protect Profitable Growth
These are the operating metrics used to judge whether product demand, customer quality, and additional budget remain commercially healthy.
What the Results Meant for the Business
More Profitable Sales
A 7.39X ROAS created stronger economics for continued eCommerce investment.
Better Customer Quality
Campaign decisions increasingly favored genuine buyers over low-value conversions.
Smarter Product Decisions
Paid media data revealed which products deserved more inventory and promotion across channels.
Nationwide Market Reach
The acquisition system consistently supported sales beyond core cities and across Pakistan.
Stronger Brand Positioning
Premium creative helped align customer expectations with product pricing and design value.
WHY META + GOOGLE WORKED TOGETHER
Why Discovery and Purchase Intent Needed Different Channels
Furniture buyers do not all begin with a direct product search.
Some customers discover a statement piece because strong creative creates desire. Others already know the category or product they want and search with much stronger purchase intent.
Meta helped Zabbi create demand and re-engage interested shoppers. Google helped capture existing demand. Together, they created a broader acquisition system built around completed purchases and revenue rather than traffic alone.
Create desire → Capture intent → Validate purchases → Prioritize winning products → Scale where ROAS holds
