01 / Overview
In May 2025, Thiqa ran a one-month Instagram Ads campaign for Riyadh Nahl — a Saudi honey brand on the Salla e-commerce platform — delivering 640 purchases and SAR 76,612 in revenue from SAR 19,390 in ad spend, a 3.95X ROAS. Instagram Reels was the dominant placement, generating 566 of 640 purchases and SAR 66,150 in revenue. The campaign covered Salla pixel and purchase tracking setup, authentic video creatives featuring Saudi presenters, KSA audience targeting with warm retargeting layers, and Meta's Purchase optimisation to direct budget toward the highest-intent buyers.
02 / The Challenge
What We Were Up Against
Riyadh Nahl, a Saudi honey brand selling through the Salla e-commerce platform, needed Instagram Ads to translate directly into online purchases. In May 2025, the goal was clear: drive real sales, not just profile visits or saves. Running a one-month campaign in KSA's competitive food and wellness space meant every creative, audience, and riyal had to work together to deliver measurable results.
Honey is a considered, high-trust purchase — buyers need to be convinced of quality and authenticity before adding to cart on Salla
Salla pixel integration required precise setup to track purchase events back to Instagram Ads Manager, enabling optimisation toward real conversions rather than clicks
The KSA Instagram feed is highly competitive for food and wellness brands — only authentic, culturally resonant creatives convert
A one-month window left no room for slow learning — audiences, bids, and creatives had to be right from day one
03 / How We Drove 640 Purchases for Riyadh Nahl Through Instagram
How We Fixed It
Salla Pixel & Purchase Tracking Setup
Deployed the Meta Pixel and configured the Purchase event through Salla's native integration, ensuring every completed order on riyadhnahl.com was attributed back to Instagram Ads. Accurate purchase tracking is the foundation — without it, Meta's algorithm cannot optimise toward buyers, and ROAS figures are meaningless.
Authentic Creative — Saudi Men, Real Product
The ads featured Saudi men in traditional dress presenting the honey directly to camera — a creative approach that builds the trust premium honey demands in the KSA market. Reels and Stories placements led the budget, with UGC-style video driving the majority of the 640 purchases (566 from Reels alone).
KSA Audience Targeting — Buyers, Not Browsers
Built targeted audiences combining purchase-intent behaviours, wellness and organic food interests, and Saudi demographic signals. Excluded low-intent segments to protect budget efficiency. Layered in a warm retargeting audience — website visitors and Instagram engagers — to recapture people who showed interest but hadn't purchased yet.
Sales-Objective Optimisation — Toward Purchases
Ran the campaign under Meta's Sales objective with Purchase optimisation, directing budget toward users most likely to complete a Salla checkout. Instagram Reels delivered the strongest ROAS (SAR 66,150 in revenue from SAR 16,336 spent), validating the creative-first strategy and informing budget allocation throughout the month.
04 / 640 Purchases, SAR 76,612 Revenue — May 2025
The Numbers
640
Purchases
May 2025
SAR 76,612
Revenue
Purchases conversion value
SAR 19,390
Amount Spent
Total ad spend
SAR 30.30
Cost per Purchase
Avg. across all placements
05 / Verified campaign — Meta Ads Manager & Salla
Platform Screenshots
Campaign Overview — Purchases & Conversion Value
Placement Breakdown — Reels, Stories & Feed
Ad Creatives