Business

A Time for Growth: My Watches' Journey to a 319% Increase in Ad ROI

319%
Increase in ROAS

13x
Increase in Total Purchases

12x
Increase in Revenue Growth

Making up for Lost Time with Snapchat Ads

My Watches is an online store that sells high-end pens, watches, and wallets. As a small business, it faces intense competition during Ramadan, making it difficult to find and convert new customers. Previously, the small team at My Watches relied solely on click campaigns with a broad target audience.

Recognizing that Snapchat is a powerful platform in the MENA region, they set out to learn more about the platform's advertising capabilities and unlock its potential as a revenue driver for the company.


Working to Beat the Clock–and the Competition

With a small window to capitalize on peak Ramadan shopping season, the teams at Snapchat and My Watches worked fast to make drastic changes to the retailer’s advertising strategy.

First, they created a conversion campaign — a first for My Watches — and also implemented the new Snap Conversions API. This API allowed them to track and measure the effectiveness of their ads in driving conversions, providing valuable insights for future campaigns. The team narrowed the audience for the new campaign, targeting people 25 years of age and older based on insights from previous campaigns.

They chose user-generated content and collection ads and improved their ad creative to increase the average order volume. Lastly, they opted for a 7/0 delivery optimization window. This window, which prioritizes conversion rate, means that the ads are delivered over a 7-day period, with a focus on the first day to maximize conversions.

Explosive Results in the Nick of Time

These changes proved advantageous for the small business, resulting in a 319% increase in return on ad spend and a 13x increase in total purchases. With Snap's guidance, running conversion campaigns also yielded a remarkable 12x increase in revenue growth.

What’s more: the new campaign strategies also reduced My Watches' cost per purchase, bringing it to expected industry benchmarks.


As a small business, we confront fierce competition in the market, particularly during the Ramadan season. While I harbored initial reservations about the efficacy of conversion campaigns, we have relied exclusively on click campaigns targeting a wide audience. However, our limited understanding of Snap products and lack of strategic expertise in media planning have impeded our progress. Given Snapchat's prominence in the MENA region, we are resolute in our determination to harness its potential and drive revenue growth.

— Nawaf Fahd, Owner, My Watches