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Case study · Salla · Saudi Arabia

Meta and TikTok Ads for a Premium Honey Brand on Salla in KSA: 127,095 SAR at 4.28 ROAS

A premium honey reseller with a Salla store, a saturated market and two ad platforms. AlGurus tested 12 videos, split the work between Meta and TikTok by what each does best, and kept the creative fresh.

Premium honey resellerSaudi Arabia, nationwideSalla storeMeta + TikTok AdsEcommerceDigital Marketing Agency in KSA
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Replay availableCase file · May 2025

127,095 SAR

revenue from Meta and TikTok ads

4.28combined ROAS
1,589orders
29,699 SARad spend
Watch the campaign replay7 stops, from the starting point to the result
Results at a glance

Results at a glance

For a premium honey reseller selling nationwide in Saudi Arabia through a Salla store, AlGurus ran Meta and TikTok ads side by side. In the results reported for May 2025, 29,699 SAR in ad spend returned 127,095 SAR from 1,589 orders: a combined 4.28 ROAS against a 2.5–3.5 industry benchmark. TikTok returned 4.89, 96% above the low end of the benchmark, Meta returned 3.95, and farm storytelling videos drove 68% of sales.

From the dashboardTikTok Ads Manager
TikTok Ads Manager overview for May 2025: 949 purchases at 10.88 SAR each, 10,320.71 SAR cost, 1,580,528 impressions and 14,986 clicks.
May 2025 See all 6 screenshots
Revenue
127,095 SARMeta + TikTok, May 2025
Combined ROAS
4.28vs 2.5–3.5 benchmark
Orders
1,589640 Meta + 949 TikTok
TikTok ROAS
4.8950,482 SAR from 10,320 SAR
Meta ROAS
3.9576,612 SAR from 19,378 SAR
Farm videos
68%of sales
01 · The challenge

Premium honey in a saturated market

The client is a premium honey reseller selling nationwide across Saudi Arabia from its own Salla store. Honey is everywhere in the Kingdom, from supermarkets to roadside stalls, so a premium product has to explain in seconds why it costs more. The goal was direct sales through Meta and TikTok ads, measured in the store, not in likes.

Commodity competition

Standing out in KSA’s saturated honey market, where most buyers compare jars on price.

Creative fatigue

Overcoming ad blindness: the same honey ad shown too often stops being seen at all.

ROAS pressure

Industry benchmarks put ROAS at 2.5 to 3.5. Both platforms had to compete with that.

02 · The strategy

Test the story, layer the audience, play to each platform

ObjectiveMaximise direct sales for a Salla store through Meta and TikTok ads, above the industry ROAS benchmark.

Pillar 1

Creative video testing

12 video variations testing farm storytelling, health demos and UGC testimonials from Arabic-speaking families.

Pillar 2

Layered targeting

Broad interest audiences (organic foods, wellness) for new buyers, retargeting of website visitors and cart abandoners, and lookalikes of the top 5% of buyers.

Pillar 3

Platform optimisation

Meta: carousel ads connected to the Salla store. TikTok: “Shop Now” stickers and trending Arabic sounds.

The two platforms were not copies of each other. TikTok was where new buyers discovered the honey; Meta was where people who had already visited the store were reminded to finish their order. On both, the Salla store’s one-click purchase removed the last obstacle to an impulse buy.

03 · Execution, replayed

Press play: two platforms, one Salla store

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

Premium honey in a commodity market

Saudi Arabia has no shortage of honey sellers. The reseller needed its premium jars to stand out, keep ads from going stale, and earn more than the category’s usual return.

  • Commodity competition in a saturated honey market
  • Creative fatigue and ad blindness
  • ROAS pressure against industry benchmarks
The bar to beat

2.5–3.5

industry benchmark ROAS

Step 1 · Creative

12 videos, three ideas

We produced 12 video variations to test three ways of selling honey: where it comes from, what it does for you, and what real families say about it.

  • Farm storytelling
  • Health demos
  • UGC testimonials from Arabic-speaking families
Winner

+37%

CTR for farm storytelling vs health demos

Step 2 · Audiences

Three audience layers

Each layer had its own job: broad audiences found new buyers, retargeting brought back people who nearly bought, and lookalikes found more people like the best customers.

  • Broad: interests in organic foods and wellness
  • Retargeting: website visitors and cart abandoners
  • Lookalikes: top 5% buyer profiles
Lookalike seed

Top 5%

of buyer profiles

Step 3 · Meta

Meta: carousels and retargeting

On Meta, carousel ads linked straight into the Salla store, and retargeting caught cart abandoners. Meta was the reliable closer.

  • Carousel ads with Salla integration
  • Retargeting of cart abandoners
Meta ROAS

3.95

76,612 SAR from 19,378 SAR, 640 orders

Meta3.95
Benchmark (top)3.5
Step 4 · TikTok

TikTok: discovery that sells

On TikTok, the same honey met new buyers through “Shop Now” stickers and trending Arabic sounds. It became the stronger platform for food discovery.

  • “Shop Now” stickers
  • Trending Arabic sounds
TikTok ROAS

4.89

50,482 SAR from 10,320 SAR, 949 orders

TikTok4.89
Benchmark (top)3.5
Step 5 · Refresh

Fresh creative, one-click checkout

Frequent creative refreshes kept ad fatigue away, and the Salla store’s one-click purchase turned impulse into orders.

  • Frequent creative refreshes
  • One-click purchases on Salla
Farm videos

68%

of sales came from farm storytelling videos

68%

One idea carried most of the sales.

May 2025 · Result

127,095 SAR at a 4.28 ROAS

Together the two platforms brought 1,589 orders to the Salla store and a combined return above the industry benchmark.

  • 1,589 orders (640 Meta + 949 TikTok)
  • 127,095 SAR revenue
  • 29,699 SAR ad spend
Combined ROAS

4.28

vs a 2.5–3.5 benchmark

Combined4.28
Benchmark (top)3.5

The live case reports results for May 2025 and gives no dates for the steps; the stops follow the order of the work.

Selling on Salla?

A 30-minute strategy call. We look at your store, your ads on Meta and TikTok, and the creative we would test first.

Build my plan
04 · The results

Both platforms above the benchmark

Results as reported for May 2025. The 2.5–3.5 range is the industry ROAS benchmark quoted in the case, not a before figure.

ROAS by platform

vs the top of the 2.5–3.5 benchmark

Combined 4.28

Orders by platform

1,589 orders in total

949 from TikTok

Revenue by platform

SAR, 127,095 in total

127,095 SAR

TikTok brought more orders on less spend, with a ROAS 96% above the low end of the benchmark. Meta brought more revenue, much of it from retargeting visitors and cart abandoners who already knew the store. Across both, the farm storytelling videos drove 68% of sales.

Results by platform (May 2025)
PlatformRevenue (SAR)Ad spend (SAR)ROASIndustry benchmark
Meta76,61219,3783.952.5–3.5
TikTok50,48210,3204.892.5–3.5
Combined127,09529,6994.282.5–3.5
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.

  • TikTok Ads Manager overview for May 2025: 949 purchases at 10.88 SAR each, 10,320.71 SAR cost, 1,580,528 impressions and 14,986 clicks.
    TikTok Ads ManagerMay 2025
  • Meta Ads Manager purchases by placement for May 2025: Instagram Reels 566 purchases worth 66,150.39 SAR, Stories 58 worth 7,913.60 SAR and Feed 16 worth 2,548.50 SAR, 640 in total.
    Meta Ads ManagerResults by placement · May 2025
  • Meta Ads Manager spend by placement for the same account in May 2025: Instagram Reels 16,335.70 SAR, Stories 2,164.75 SAR and Feed 878.03 SAR.
    Meta Ads ManagerSpend by placement · May 2025
  • TikTok Ads Manager totals: 10,320.71 SAR cost, 949 website purchases and 50,482.55 SAR purchase value.
    TikTok Ads ManagerPurchases and purchase value
  • Salla store sales summary, period not shown: 115,406.85 SAR total sales including discounts and 96,233.85 SAR net sales after discounts, shipping, taxes and payment fees.
    SallaStore sales summary (no period shown)
  • Salla store sales by city, period not shown: Riyadh leads, followed by Jeddah, Madinah, Makkah, Dammam, Al-Ahsa, Buraidah, Al-Kharj, Khobar and Tabuk.
    SallaSales by city (no period shown)
05 · What we learned

Three lessons for Salla stores in Saudi Arabia

Creative rigour pays

12 variations found a clear winner: farm storytelling beat health demos by 37% in CTR and drove 68% of sales.

Audiences need different jobs

Broad audiences acquired new buyers; lookalikes and retargeting converted high-value customers.

Each platform has a strength

TikTok’s 4.89 ROAS came from viral food discovery; Meta’s strength was reliable retargeting of cart abandoners.

Why this worked on Salla

One-click purchase. The Salla integration let impulse buyers order without friction.

Frequent refreshes. New creative on a regular rhythm kept ad fatigue away.

Arabic, from real families. UGC-style testimonials in Arabic made a premium product feel trusted and local.

Services used

The team and tools behind this case

Ecommerce AdsMeta and TikTok campaigns for the Salla storeTikTok AdsShop Now stickers, trending Arabic soundsMeta AdsCarousels and cart-abandoner retargetingSalla DevelopmentSalla integration and one-click purchaseContent Creation12 video variations, Arabic UGC
Platform & partners
Google PartnerPremier 2026MetaBusiness PartnerShopifySelect PartnerSallaPartner

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.

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Talk to the team behind the results

Leave your details. We reply on WhatsApp or by phone between 7 AM and 10 PM Amman time, with a first plan within one working day.

  • We reply from 7 AM to 10 PM, Amman time
  • A first plan within one working day
  • Google Premier Partner, Meta, Shopify and Salla Partner
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FAQ

Questions about this case

How much did the honey brand sell through Salla ads?

127,095 SAR from 1,589 orders in the results reported for May 2025, on 29,699 SAR of combined Meta and TikTok ad spend: a 4.28 ROAS.

TikTok or Meta for a Salla store in Saudi Arabia?

Both, for different jobs. TikTok returned 4.89 (50,482 SAR from 10,320 SAR, 949 orders) and was strongest for food discovery. Meta returned 3.95 (76,612 SAR from 19,378 SAR, 640 orders) and was the reliable channel for retargeting cart abandoners.

What kind of video sold honey best?

Farm storytelling. Of the 12 video variations, farm videos outperformed health demos by 37% in CTR and drove 68% of sales.

How did you avoid ad fatigue?

With 12 video variations from the start and frequent creative refreshes, so the audience kept seeing something new instead of the same ad.

Do you build and market Salla stores?

Yes. We set up and connect Salla stores for Saudi brands and run their Meta and TikTok ads. For an Instagram-only turnaround in the same category, see our luxury honey retailer case.

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