Case study · Instagram Ads · Jordan

Instagram Ads for a Luxury Beauty Brand in Jordan: $7,688 from 145 Purchases

Previous campaigns spread the budget across Instagram without asking which surface sold. AlGurus rebuilt the account placement by placement, with a different creative for Feed, Stories, Reels and Explore, and moved the money to where purchases came from.

Luxury beauty & cosmeticsJordan, Amman-focusedInstagram AdsFeed, Stories, Reels, ExploreBeauty & Cosmetics

Build a plan like this Watch the campaign replay

Replay availableCase file · 4 placements

7,688 USD

revenue from Instagram ads

145purchases

1.50%Feed CTR

3.2MReels reach

Watch the campaign replay7 stops, from the starting point to the result

Results at a glance

AlGurus ran Instagram ads for a luxury beauty and cosmetics brand in Amman with one rule: every placement gets its own creative and earns its own budget. The campaign produced 145 purchases and $7,688 in revenue at a 0.86% average CTR. Feed was the conversion engine, with 74 purchases (51% of sales) at a 1.50% CTR, 25% above the top of the 0.8–1.2% benchmark. Stories added 50 purchases, and Reels reached 3.2M people.

Meta Ads Manager purchases by placement, 1 July to 10 August 2025: Feed 74 purchases worth $4,060.56 at 1.50% CTR, Instagram Stories 50 worth $2,818.77, Reels 19 worth $700.45 and Explore 2 worth $108.61. — Purchases by placement · Jul–Aug 2025

Revenue: $7,688all placements
Purchases: 14574 Feed, 50 Stories, 19 Reels, 2 Explore
Average CTR: 0.86%benchmark 0.8–1.2%
Feed CTR: 1.50%25% above the benchmark’s top
Stories: 50purchases; polls drove 73% of clicks
Mobile orders: 94%of orders came from smartphones

01 · The challenge

The same ad everywhere was selling nowhere

The brand sells luxury skincare and cosmetics, mostly to women in Amman. It had run Instagram ads before, but with one set of generic beauty creatives shown on every surface Meta offered. Nobody could say which placement produced a sale, so nobody could say where the next dinar should go.

Placement confusion

Previous campaigns wasted budget on underperforming surfaces because Feed, Stories, Reels and Explore were treated as one.

Creative fatigue

Generic beauty ads failed to stand out in Jordan’s competitive beauty market, and the audience had stopped noticing them.

A clear benchmark

Category averages put CTR at 0.8% to 1.2%. The campaign had to be competitive overall and clearly better where it mattered.

02 · The strategy

Four placements, four different jobs

ObjectiveBoost online sales for a luxury beauty brand in Jordan through strategic placement optimisation.

We stopped asking “how is the campaign doing?” and started asking “how is each placement doing?”. Every surface got creative designed for the way people use it, and every surface had to justify its share of the budget.

Pillar 1

Placement-specific creative

Feed: bilingual product carousels on skincare for Amman’s climate. Stories: polls and swipe-up offers. Reels: makeup tutorials with Jordanian influencers. Explore: bold visual teasers.

Pillar 2

Surgical audiences

Women aged 25 to 45 in Abdoun, Sweifieh and West Amman, lookalikes of premium beauty buyers, and bargain-hunter segments excluded.

Pillar 3

Budget by performance

Feed 65%, Stories 25%, Reels 8% and Explore 2%, set by where purchases actually came from.

The Explore budget was small on purpose. It was an experiment to find new audiences, not a channel the campaign depended on.

03 · Execution, replayed

Press play: one campaign, four placements

Drag the timeline or press play. Each stop shows what we did and the number it moved, and the results board fills as you go.

7 / 7

Starting point

Budget spread across surfaces that did not sell

The brand’s earlier Instagram campaigns ran the same generic beauty ads everywhere. Budget leaked into placements that never converted, and the ads looked like every other beauty brand in the feed.

Placement confusion: budget wasted on underperforming surfaces
Creative fatigue: generic beauty ads did not stand out
A competitive Amman beauty market

The bar to beat

0.8–1.2%

average CTR benchmark for the category

Step 1 · Audience

The right women in the right part of Amman

We narrowed the audience to the buyers a luxury beauty brand actually sells to, and kept discount hunters out.

Women aged 25–45 in Abdoun, Sweifieh and West Amman
Lookalike audiences of premium beauty buyers
Bargain-hunter segments excluded

Core audience

25–45

women in Abdoun, Sweifieh and West Amman

Step 2 · Feed

Feed: product carousels that convert

Feed got high-quality product carousels in Arabic and English, built around a local problem: skincare routines for Amman’s dry climate.

Bilingual carousels: “Skincare Routines for Amman’s Climate”
Product-focused visuals, no lifestyle filler

Metric it moved

1.50%

Feed CTR, 25% above the top of the 0.8–1.2% benchmark

Feed1.50%

Benchmark (top)1.2%

Step 3 · Stories

Stories: a poll, then an offer

Stories asked a question before it asked for a sale. Interactive polls pulled people in, and swipe-up offers closed them.

Poll: “Which Luxury Serum Matches Your Skin? Vote Now!”
Swipe-up offers after the vote

Metric it moved

73%

of Stories clicks came from the polls; 50 purchases

Stories converted 50 buyers.

Step 4 · Reels & Explore

Reels for reach, Explore as a test

Reels carried makeup tutorials with Jordanian influencers to build awareness. Explore got bold visual teasers on a small experimental budget to find new beauty enthusiasts.

Reels: makeup tutorials with Jordanian influencers
Explore: bold visual teasers for beauty enthusiasts

Reels reach

3.2M

people reached by the Reels tutorials

Step 5 · Budget

Money follows purchases

With each placement measured on its own, the budget was set by performance: most of it to Feed and Stories, a small share to Reels for reach, and a test budget for Explore.

Feed 65%
Stories 25%
Reels 8%
Explore 2%

Budget to Feed

65%

of spend went to the placement that sold most

Feed65%

Stories25%

Reels8%

Explore2%

Result

145 purchases, $7,688 in revenue

Across the four placements the campaign closed 145 purchases. Feed and Stories did most of the selling; Reels did the reaching.

Feed: 74 purchases, $4,060.56
Stories: 50 purchases, $2,818.77
Reels: 19 purchases, $700.45
Explore: 2 purchases, $108.61

Total revenue

$7,688

from 145 purchases

Feed74

Stories50

Reels19

Explore2

The live case gives no dates for these steps; the stops follow the order of the work.

Not sure which placement sells for you?

A 30-minute strategy call. We open your Ads Manager with you and show where each placement’s budget goes and what it returns.

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04 · The results

Feed sold, Stories engaged, Reels reached

All figures are from the campaign’s own analytics. The 0.8–1.2% CTR range is the category benchmark quoted in the case, not a before figure.

Purchases by placement

145 purchases in total

51% from Feed

Feed74

Stories50

Reels19

Explore2

Revenue by placement

USD, $7,688 in total

$7,688

Feed$4,060.56

Stories$2,818.77

Reels$700.45

Explore$108.61

CTR by placement

vs the top of the 0.8–1.2% benchmark

Feed 1.50%

1.50%

0.86%

0.43%

1.2%

The low CTR on Reels and Explore is not a failure. Reels reached 3.2M people and still brought 19 purchases; their job was to make the brand familiar so that Feed and Stories could close the sale. And with 94% of orders placed on smartphones, every creative was designed for a phone screen first.

Results by placement
Placement	Purchases	Revenue	CTR
Feed	74	$4,060.56	1.50%
Stories	50	$2,818.77	0.86%
Reels	19	$700.45	0.43%
Explore	2	$108.61	0.43%
Total	145	$7,688	0.86% avg (benchmark 0.8–1.2%)

Platform screenshots

Proof from the platforms

Real screenshots from the ad, analytics and store accounts behind this case. Client names and account details are not shown. Open any screenshot to see it full size.

Meta Ads ManagerPurchases by placement · Jul–Aug 2025

05 · What we learned

Three lessons for beauty brands on Instagram

Feed is the conversion king

Premium product carousels built around a local need (Amman’s dry climate) reached a 1.50% CTR, 25% above the benchmark’s top, and 51% of sales.

Ask before you sell

In Stories, a poll came before the offer. Polls drove 73% of clicks and Stories converted 50 buyers.

Measure each placement alone

Once each surface had its own creative and numbers, budget moved to Feed and Stories and the experimental Explore spend stayed small.

What we would tell another beauty brand

Speak the local language. Arabic and English carousels and tutorials with Jordanian influencers felt made for the market, not imported.

Keep discount hunters out. Excluding bargain-hunter segments protects a luxury price and the budget.

Give Reels a reach job. Judge them on reach and the sales they help, not only on last-click purchases.

Services used

The team and tools behind this case

Instagram AdsPlacement-specific campaigns and budgets Meta AdsAudiences, lookalikes and exclusions Social Media DesignBilingual Feed carousels and Story polls Reels ProductionMakeup tutorial Reels with local influencers

Platform & partners

Google PartnerPremier 2026

MetaBusiness Partner

ShopifySelect Partner

SallaPartner

Built by a Google Premier Partner, Meta Business Partner, Shopify Partner and Salla Partner agency in Amman: $28M+ in ad spend managed, 75+ Shopify stores delivered, 120+ brands served. Google Premier Partner: Top 3% of Google Partners in the World.

FAQ

Questions about this case

Which Instagram placement sold best for the beauty brand?

Feed: 74 of the 145 purchases (51% of sales) and $4,060.56 in revenue, at a 1.50% CTR. Stories came second with 50 purchases and $2,818.77.

Should beauty brands use Reels for sales?

In this case Reels were an awareness tool: they reached 3.2M people and brought 19 purchases at a 0.43% CTR. They earned 8% of the budget, while Feed (65%) and Stories (25%) received the most because that is where buyers converted.

How were Instagram Stories used?

Interactive polls such as “Which Luxury Serum Matches Your Skin? Vote Now!” came first, then swipe-up offers. Polls drove 73% of Stories clicks, and Stories closed 50 purchases.

Is a 0.86% CTR good for beauty ads?

The benchmark quoted in the case is 0.8% to 1.2%, so the overall 0.86% is competitive. The more useful number is per placement: Feed reached 1.50%, while Reels and Explore sat at 0.43% because their job was reach and discovery.

Why create separate ads for each placement?

A carousel built for Feed, a poll built for Stories and a tutorial built for Reels each fit how people use that surface. It also lets you measure every placement on its own and move budget accordingly. Our Instagram Ads service starts with that split.

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