Why CPP Spikes When You Scale
When you double or triple Meta ad spend in Egypt, you're often reaching colder audiences. The algo has to find new people who look like your converters — and that usually means higher cost per purchase (CPP) until the system stabilizes.
Brands that scale too fast see ROAS drop from 4x to 2x or lower. The fix isn't "spend less" — it's spending smarter across funnel stages.
The Funnel-First Approach
Instead of pouring all budget into prospecting (TOF), allocate by stage:
- TOF (40–50%): Test creatives, hooks, audiences. Use broad + interest stacking. Goal: find what converts at acceptable CPA.
- MOF (30–40%): Retarget visitors, add-to-carts, video viewers. These audiences convert cheaper — lean in here.
- BOF (15–25%): Past purchasers, email list, high-intent. Upsell, cross-sell, win-back. Highest ROAS.
EGP-Specific Considerations
Egyptian EGP budgets behave differently: payment cycles, currency swings, and local seasonality (Ramadan, Eid, back-to-school) all matter. Work with a performance marketing agency that plans spend around these factors.
Creative Refresh
Creative fatigue hits fast. Rotate UGC, Reels, and carousels every 7–14 days. If you need volume, Reels production at scale keeps the funnel fed.
Next Steps
Profitable Meta scaling in Egypt requires structure, not hope. Ready for a partner that audits, plans, and executes? Get in touch.