Apple Man
Client Overview
- Client : AppleMan
- Industry : Retail – Electronics (Apple Products)
- Website : https://appleman.pk/
Busines Overview
AppleMan Pakistan is an authorized reseller of Apple products in Pakistan, with over 15+ physical stores nationwide. The client’s primary goal was to drive online sales through its e-commerce platform, appleman.pk, and to increase brand visibility in a competitive tech market.
Project Overview
Project Objective
Primary Goal:
Boost online store sales and improve conversion rates on the e-commerce platform.
Secondary Goals:
Drive high-intent traffic to the website.
Increase brand visibility within Pakistan’s competitive electronics market.
Reduce customer acquisition cost (CAC) by optimizing ad campaigns.
Key Challenges
Low Online Conversion Rate: Despite strong foot traffic in physical stores, online sales were underperforming.
Market Competition: Pakistan’s tech market is highly competitive, with several players selling Apple products at varying price points.
Limited Budget: Initially, the client had a limited daily budget, restricting the scope of paid ads and impacting early performance.
Strategy & Approach
To address these challenges, the following strategies were employed:
Campaign Types
Performance Max: Aimed to maximize conversions across multiple Google platforms.
Search Campaigns: Targeted high-intent keywords to drive traffic to the site.
Smart Campaigns: Focused on generating both online and offline traffic.
App Campaigns: Promoted both Android and iOS app downloads and in-app purchases.
Display Campaigns: Used to drive brand awareness and remarketing.
Bidding Strategies
Maximize Conversions: Optimized campaigns to drive valuable actions at the lowest cost.
Target CPA: Focused on maintaining a low cost per acquisition.
Geo-Targeting
Ads were geo-targeted around key store locations (e.g., Sialkot, Lahore, Karachi) to boost both online and offline traffic.
Optimization
Landing Pages: Optimized for a better checkout experience to improve conversion rates.
A/B Testing: Implemented for various ad creatives and landing pages to ensure optimal performance.
Tools Used
Google Ads: Performance Max, Search, Smart, and Display campaigns.
Meta Ads (Facebook & Instagram): Ads focusing on brand awareness, lead generation, and product promotions.
Google Analytics: Used for tracking website traffic, conversions, and user behavior on appleman.pk.
A/B Testing: Conducted to fine-tune ads and landing pages for improved conversions.
Google Ads Campaign Performance Summary
| Campaign Name | Type | Impressions | Clicks | Conversions | Cost (PKR) | CPC (PKR) | Cost/Conversion (PKR) |
| AppleMan Sialkot | Performance Max | 565,693 | 18,723 | 5,149 | 29,197 | 1.56 | 5.67 |
| AppleMan App Promotion Android | App | 14,172 | 134 | 23 | 44.81 | 0.33 | 1.95 |
| AppleMan Dolmen Mall | Smart | 327,108 | 10,901 | 331 | 87,497 | 8.03 | 264.73 |
| AppleMan Website Traffic | Search | 159,088 | 17,404 | 43,931 | 41,306 | 2.37 | 0.94 |
| AppleMan Emporium Mall | Smart | 703,990 | 16,496 | 2,242 | 174,861 | 10.6 | 78 |
| AppleMan App Promotion iOS | App | 90,571 | 5,070 | 0 | 6,817 | 5.88 | — |
| AppleMan Valencia | Search | 152,790 | 18,629 | 56,970 | 43,238 | 2.32 | 0.76 |
Overall Metrics
Total Impressions: 4,412,468
Total Clicks: 310,654
Overall Click-through Rate (CTR): 7.04%
Average CPC: PKR 3.20
Total Cost: PKR 976,955
Total Conversions: 305,408
Overall Cost/Conversion: PKR 1.55
Return on Ad Spend (ROAS): Excellent
Meta Ads Campaign Performance Summary
| Campaign Name | Status | Results | Result Indicator | Reach | Impressions | Cost per Result (PKR) | Amount Spent (PKR) |
| Apple Man at Dollman 5 Dec Awareness Campaign | Inactive | 239,960 | Reach | 239,960 | 239,960 | 12.92 | 3,100.18 |
| iPhone 16 Series Call Now 12 Dec Campaign | Inactive | 43,627 | Reach | 43,627 | 53,267 | 62.76 | 3,296.90 |
| AppleMan 12.12 Sales Campaign | Inactive | 2,200 | Purchase | 2,200 | 2,940 | 576.96 | 1,266.34 |
| AppleMan 12.12 Sales Campaign – Advantage+ Shopping Campaign – Copy | Inactive | 4,860 | Purchase | 4,860 | 7,714 | 949.59 | 4,610.10 |
| AppleMan Sale 12 12 Campaign | Inactive | 4,726 | Purchase | 4,726 | 8,471 | 1,044.58 | 4,945.01 |
| AppleMan Sale 12 12 Instagram Campaign | Inactive | 3,684 | Purchase | 3,684 | 6,484 | 1,052.25 | 3,869.26 |
| AppleMan Sale 12 12 Instagram Campaign – Advantage+ Shopping Campaign – Copy | Active | 209 | Pixel Purchase | 124,624 | 254,166 | 679.16 | 141,944.56 |
| Headphones Sales Campaign 15 Jan 2025 | Inactive | 14 | Purchase | 35,466 | 92,354 | 3217.15 | 45,040.06 |
| Luxury Covers Sales Campaign 17 Jan 2025 | Active | 21 | Pixel Purchase | 61,012 | 148,765 | 2,914.27 | 61,199.66 |
| Screen Protector Screens Sales Campaign 21 Jan 2025 | Active | 121 | Pixel Purchase | 19,430 | 65,896 | 396.78 | 48,010.25 |
| AppleMan Air Pods Sales Campaign 21 Jan 2025 | Inactive | 1 | Pixel Purchase | 6,668 | 12,356 | 5,007.78 | 5,007.78 |
| Advantage+ Shopping Campaign 18 Feb 2025 | Active | 63 | Pixel Purchase | 61,312 | 115,537 | 1,139.81 | 71,807.77 |
| Microphone Campaign 24/02/2025 | Inactive | 0 | No Conversion | 1,274 | 1,951 | — | 2,278.01 |
| Affordable Covers Sale Campaign 28/02/2025 | Inactive | 4 | Pixel Purchase | 13,905 | 25,490 | 2,941.25 | 11,764.99 |
| iPhone 16 with Free Airpods Sales Campaign 10 Mar 2025 | Inactive | 103 | Pixel Purchase | 62,015 | 130,847 | 378.56 | 38,991.51 |
| iPhone 16 Series Price Drop 12 Mar 2025 | Inactive | 85 | Pixel Purchase | 94,611 | 189,096 | 435.38 | 37,007.66 |
| Instagram Post: iPhone Prices Updated! | Completed | 1,184 | Link Click | 46,314 | 58,349 | 2.53 | 2,999.23 |
| iPhone 11 or 13 Restock Campaign 08 Apr 2025 | Active | 7 | Pixel Purchase | 24,192 | 41,052 | 1,359.10 | 9,513.69 |
| Sales Manager Job Hiring | Active | 777,715 | Reach | 777,715 | 868,276 | 11.56 | 8,991.11 |
| UAG Covers Sales Campaign 21 Apr 2025 | Inactive | 1 | Pixel Purchase | 2,333 | 4,325 | 2,082.81 | 2,082.81 |
Analysis and Insights from Meta Ads Performance
Top-performing Campaign:
The AppleMan Sale 12 12 Instagram Campaign – Advantage+ Shopping Campaign – Copy generated 209 purchases with a cost per result of PKR 679.16, showcasing strong sales-driven performance.
Low-performing Campaigns:
iPhone 16 with Free Airpods Sales Campaign and Microphone Campaign had limited conversions and should be optimized further in terms of targeting and creative assets.
High Engagement Campaigns:
The Sales Manager Job Hiring campaign generated substantial reach and engagement, focusing on brand awareness.
Instagram Campaigns:
Instagram campaigns, particularly those focused on promotions, such as the AppleMan Sale 12 12 Instagram Campaign, saw higher conversions and engagement.
Conclusion
The performance marketing campaigns for AppleMan Pakistan successfully boosted online sales, improved brand visibility, and optimized conversions with low cost per conversion (PKR 1.55). The strategic use of Google Ads and Meta Ads led to an excellent ROAS and solid conversion growth. The Performance Max and Search campaigns provided strong returns, and Instagram was a key channel for driving sales.
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