Performance Marketing
From PKR 20K a Day to PKR 380K+ a Month (Drumrolls, Maybe?)
A 1,800% Revenue Jump Without Any Extra Bottom-Funnel Spend.
Year :
2024
Industry :
Bakery & Restaurants
Client :
Pie in The Sky
The Challenge
Pie in the Sky, established in 2001 as one of Karachi's premier bakeries, had built a prestigious offline reputation but their online store told a different story. Despite being a household name with premium positioning, their online sales were stagnating at PKR 20,000-60,000 daily, rarely breaking the PKR 1 million monthly threshold.
My diagnosis revealed fundamental issues:
Ad accounts were bleeding budget without structure.
No audience segmentation, just blind targeting.
A heavy dependency on direct-response ads that ignored brand awareness completely.
In short, they were trying to sprint before learning to walk. Traditional performance marketing had hit a dead end.
The Strategy
So, I flipped the playbook. Instead of forcing conversions, we built recall first, and trust did the rest.
Audience Architecture:
I restructured targeting from generic demographics to value-based segments:
Premium bakery lovers
Occasion-based shoppers
Gift purchasers
Quality-first households
Funnel Inversion:
I redirected 60–70% of the ad budget toward awareness and recall campaigns, introducing the brand to new audiences instead of over-retargeting the same old ones. Why? Because you can’t squeeze juice from an audience that’s already tired. Fresh eyes = warm leads. Engagement ads were reserved for peak promotional periods.
The Independence Day Madness (August 8–14):
This campaign was a masterstroke.
With just 5% of the budget on engagement and 35% on sales, I let 60% awareness spend do the heavy lifting, priming audiences days before they saw any conversion ad.
The Results
Revenue Growth: +1,800% — from PKR 20K to PKR 3.6–4M/month
Independence Day Campaign: PKR 2.5M revenue in 7 days
Conversion Efficiency: Sales ads performed exceptionally despite low spend, thanks to pre-warmed audiences
Audience Penetration: Achieved deep reach organically through awareness, no aggressive retargeting required
Sustained Momentum: Consistent PKR 3.6–4M/month even post-campaign
Every rupee spent compounded the brand’s equity. Wasted spend was eliminated. The brand now had a scalable growth engine that ran on awareness, not desperation.
The Impact
This case shattered the myth that bakery e-commerce only works through aggressive direct-response tactics. When you’re a premium brand, people buy your story before your product. They buy because they remember you. Capitalising on this fact, I drove PITS to 4M online monthly revenue through brand trust and recall, not desperate retargeting or heavy-handed sales pressure.
By harnessing funnel psychology and audience intelligence, Pie in the Sky transformed from an underutilised presence into a category-defining food e-commerce brand, leveraging their existing equity and make buying feel inevitable.
In short, they came to me half-baked. I gave them a strategy that rose faster than their dough, and this time, the only thing crumbling was their competition.
More Projects
Performance Marketing
From PKR 20K a Day to PKR 380K+ a Month (Drumrolls, Maybe?)
A 1,800% Revenue Jump Without Any Extra Bottom-Funnel Spend.
Year :
2024
Industry :
Bakery & Restaurants
Client :
Pie in The Sky
The Challenge
Pie in the Sky, established in 2001 as one of Karachi's premier bakeries, had built a prestigious offline reputation but their online store told a different story. Despite being a household name with premium positioning, their online sales were stagnating at PKR 20,000-60,000 daily, rarely breaking the PKR 1 million monthly threshold.
My diagnosis revealed fundamental issues:
Ad accounts were bleeding budget without structure.
No audience segmentation, just blind targeting.
A heavy dependency on direct-response ads that ignored brand awareness completely.
In short, they were trying to sprint before learning to walk. Traditional performance marketing had hit a dead end.
The Strategy
So, I flipped the playbook. Instead of forcing conversions, we built recall first, and trust did the rest.
Audience Architecture:
I restructured targeting from generic demographics to value-based segments:
Premium bakery lovers
Occasion-based shoppers
Gift purchasers
Quality-first households
Funnel Inversion:
I redirected 60–70% of the ad budget toward awareness and recall campaigns, introducing the brand to new audiences instead of over-retargeting the same old ones. Why? Because you can’t squeeze juice from an audience that’s already tired. Fresh eyes = warm leads. Engagement ads were reserved for peak promotional periods.
The Independence Day Madness (August 8–14):
This campaign was a masterstroke.
With just 5% of the budget on engagement and 35% on sales, I let 60% awareness spend do the heavy lifting, priming audiences days before they saw any conversion ad.
The Results
Revenue Growth: +1,800% — from PKR 20K to PKR 3.6–4M/month
Independence Day Campaign: PKR 2.5M revenue in 7 days
Conversion Efficiency: Sales ads performed exceptionally despite low spend, thanks to pre-warmed audiences
Audience Penetration: Achieved deep reach organically through awareness, no aggressive retargeting required
Sustained Momentum: Consistent PKR 3.6–4M/month even post-campaign
Every rupee spent compounded the brand’s equity. Wasted spend was eliminated. The brand now had a scalable growth engine that ran on awareness, not desperation.
The Impact
This case shattered the myth that bakery e-commerce only works through aggressive direct-response tactics. When you’re a premium brand, people buy your story before your product. They buy because they remember you. Capitalising on this fact, I drove PITS to 4M online monthly revenue through brand trust and recall, not desperate retargeting or heavy-handed sales pressure.
By harnessing funnel psychology and audience intelligence, Pie in the Sky transformed from an underutilised presence into a category-defining food e-commerce brand, leveraging their existing equity and make buying feel inevitable.
In short, they came to me half-baked. I gave them a strategy that rose faster than their dough, and this time, the only thing crumbling was their competition.
More Projects
Performance Marketing
From PKR 20K a Day to PKR 380K+ a Month (Drumrolls, Maybe?)
A 1,800% Revenue Jump Without Any Extra Bottom-Funnel Spend.
Year :
2024
Industry :
Bakery & Restaurants
Client :
Pie in The Sky
The Challenge
Pie in the Sky, established in 2001 as one of Karachi's premier bakeries, had built a prestigious offline reputation but their online store told a different story. Despite being a household name with premium positioning, their online sales were stagnating at PKR 20,000-60,000 daily, rarely breaking the PKR 1 million monthly threshold.
My diagnosis revealed fundamental issues:
Ad accounts were bleeding budget without structure.
No audience segmentation, just blind targeting.
A heavy dependency on direct-response ads that ignored brand awareness completely.
In short, they were trying to sprint before learning to walk. Traditional performance marketing had hit a dead end.
The Strategy
So, I flipped the playbook. Instead of forcing conversions, we built recall first, and trust did the rest.
Audience Architecture:
I restructured targeting from generic demographics to value-based segments:
Premium bakery lovers
Occasion-based shoppers
Gift purchasers
Quality-first households
Funnel Inversion:
I redirected 60–70% of the ad budget toward awareness and recall campaigns, introducing the brand to new audiences instead of over-retargeting the same old ones. Why? Because you can’t squeeze juice from an audience that’s already tired. Fresh eyes = warm leads. Engagement ads were reserved for peak promotional periods.
The Independence Day Madness (August 8–14):
This campaign was a masterstroke.
With just 5% of the budget on engagement and 35% on sales, I let 60% awareness spend do the heavy lifting, priming audiences days before they saw any conversion ad.
The Results
Revenue Growth: +1,800% — from PKR 20K to PKR 3.6–4M/month
Independence Day Campaign: PKR 2.5M revenue in 7 days
Conversion Efficiency: Sales ads performed exceptionally despite low spend, thanks to pre-warmed audiences
Audience Penetration: Achieved deep reach organically through awareness, no aggressive retargeting required
Sustained Momentum: Consistent PKR 3.6–4M/month even post-campaign
Every rupee spent compounded the brand’s equity. Wasted spend was eliminated. The brand now had a scalable growth engine that ran on awareness, not desperation.
The Impact
This case shattered the myth that bakery e-commerce only works through aggressive direct-response tactics. When you’re a premium brand, people buy your story before your product. They buy because they remember you. Capitalising on this fact, I drove PITS to 4M online monthly revenue through brand trust and recall, not desperate retargeting or heavy-handed sales pressure.
By harnessing funnel psychology and audience intelligence, Pie in the Sky transformed from an underutilised presence into a category-defining food e-commerce brand, leveraging their existing equity and make buying feel inevitable.
In short, they came to me half-baked. I gave them a strategy that rose faster than their dough, and this time, the only thing crumbling was their competition.