Writing

Long enough to be useful.

Everything here comes out of accounts I have worked in. Where there is a number, it is a real one, and where the number flatters me I say so in the same paragraph.

Published

Hospitality · Paid media

Why most hotel ad budgets fail, and what to move instead

A luxury property asked for a bigger budget to grow direct bookings. It did not need one. Here is what was actually wrong, and the four changes that grew revenue 423% in a year without adding a dirham.

6 min readRead it

Being written

Why most MENA ad budgets fail · it is the funnel, not the budget

Arabic vs English ad creative · what actually converts in the Gulf

ROAS is lying to you · when the number means nothing

Entering the Saudi market · what a brand needs before spending anything

Start here

Tell me what is leaking.

One email with your account, your market and the number that is bothering you. If I am not the right person, I will say so and point you at someone who is.

Get in touch See the audit

Asma Adel Farag

Performance Marketer · UAE & MENA