Awais Ahmad · Manama, Bahrain

No. 01 · 2026

Aesthetics
don't sell.

0.2 → 1.5%

CVR moved on
partial fix

6.35×

ROAS · sustained

5+ years

Across
7 markets

0.7M → 4M

Monthly · in
10 months

The right product reaching the wrong people is still invisible. Good ads don't impress — they make one specific person stop and think "this is for me."

Meet Awais I'm already in.

Edition 01 · The Diagnosis

— AA

Origin — ii

I didn't study
marketing.
I grew up
inside it.

Manama, Bahrain

My uncle ran an export business. I was 13. Not watching — inside it. Watching what made buyers say yes and what made them walk. That got into me before I ever heard the word "marketing."

Then cadet college. Two years of being handed problems with no right answer, by instructors from military and intelligence services. You learn to think about how you're thinking. To switch perspective until you see what you weren't seeing. That stayed too.

When I started working on real brands, I already thought about more than the ad. What it was supposed to do, for which person, and why it wasn't doing it yet.

That's still how I work today. I find the one thing the brand isn't saying. Sometimes it's there in the first ad I see. Sometimes it takes weeks — reading the numbers, sitting with the product, walking the website — until I find what the customer needs to hear before they'll trust it enough to buy.

I'm 22. Five years. Pakistan, GCC, UK, US, EU and Australia.

The problem is almost never the product.

It's almost always the message.

Who This Is For — iii

You already know
something isn't right.

Already Running

The product is good. You know it's good. But the numbers don't show it yet.

Ads run. Nothing comes back. People land on the site and leave. You change creative, change targeting, change agencies — and the line on the chart stays flat.

You're not looking for more advice. You're looking for someone to find what nobody else has found.

Starting From Zero

You know what you want to build. You just don't know which step comes first.

Too many opinions. Not enough clarity. Every wrong choice costs money you can't afford to lose.

You want someone who's made every wrong move already, and can show you the order to make the right ones.

Either way — the answer is simpler than the problem feels.

6.35× ROAS sustained · Rs 42M+ revenue generated · 10×+ ROAS on leather · 0.7M → 4M monthly in 10 months · 0.2% → 1.5% CVR on partial fix · 5 years · 10+ brands scaled · 20+ countries · 6.35× ROAS sustained · Rs 42M+ revenue generated · 10×+ ROAS on leather · 0.7M → 4M monthly in 10 months · 0.2% → 1.5% CVR on partial fix · 5 years · 10+ brands scaled · 20+ countries ·

Proof of Work — iv

What I found. What changed. What didn't.

Travel Gear · Pakistan · Feb–Nov 2025 — case 01

A brand reaching everyone reached no one.

Premium travel bags priced 3–4× above every competitor. The products were already good. The problem was the ads were reaching everyone — which in paid media means reaching no one in particular.

I rebuilt the targeting from zero. Layered international travelers with car owners on Facebook to find people who actually fly and can afford to care about gear. Then turned the founder's life into the content — he was already traveling Europe constantly. No product reviews. No specs. A traveler using his gear in the places his customers wished they were.

6.35×

Average ROAS

Rs 42M+

Total revenue

0.7M → 4M

Monthly revenue · 10 months

Leather Goods · Pakistan · 2024–Present — case 02

When the product is the story, get out of its way.

Leftover stock from one of Pakistan's largest leather factories — a manufacturer for Zara and Pull&Bear. Real leather. European standards. Sold at near cost price. The content was treating it like a luxury fashion brand.

I rebuilt the creative from scratch. iPhone videos. Direct to camera. A person showing the product and saying the price out loud. Once that barrier came down, the product sold itself.

10×+

ROAS

< 2 mo

To first sell-out

4–8 wks

Restock sell-out time

Luxury Perfume · Bahrain · 2026 — case 03

The customer can't smell through a screen.

Mid to high-end perfumes. $80–100 a bottle. When the customer can't experience the product before buying, every element on the page either earns trust or kills it. Imagery, notes, return policy, packaging — closing the gap or widening it.

I found the gap between what the brand was showing and what the customer needed to feel certain. What made it through partial implementation moved the numbers.

0.2 → 1.5%

CVR improvement

Partial

Implementation only

Fitness Apparel · Anonymous — case 04

The question I would have led with.

A startup with a revolutionary product — training gear made without PFAS chemicals or synthetic fibres. Most athletes have never heard of PFAS. They don't know what they're sweating into. They don't know what their skin is absorbing during a workout.

The brand was running expensive lifestyle shoots that looked exactly like every other athletic brand. Beautiful, forgettable. The product's actual differentiator was buried.

My approach would have started with education, not aspiration. Teach the audience what PFAS is. What synthetic fibres do during exercise. Why most performance gear is quietly working against the athlete wearing it. Then ask one question:

Are you still training in polyester?

It wasn't taken forward. No metrics. No campaign ran. Just the strategy I'd build for it if I had the chance.

The Process — v

What actually happens
after you say yes.

Already Running

You have a brand. Something isn't working the way you know it should.

I learn the product first. Not the marketing — the product.

I learn your goal. A brand you're building to sell in three years gets approached differently from one you're building to keep.

I take everything apart — what's running, what's converting, what's leaking. I find the gap between where the brand is and where it should be.

I sit with it until the real answer comes. Then we build it together.

I stay until the numbers move.

Starting From Zero

You have a product idea and no idea where to begin.

We start with the question that decides whether this brand has a chance. Why would someone choose you over everything already out there? No money moves until that has a real answer.

Sourcing, sampling, supplier selection. First order split across at least three suppliers — backup and real data on what customers respond to.

Manufacturing takes 30–40 days. That time doesn't stop — website, content, compliance, platforms all run in parallel.

Before launch we map the numbers together — where the risks are, what a slow month five looks like. We find problems before they cost money, not after.

When the product arrives, you're launching. Not starting.

How I Charge

Full Retainer

Fixed monthly fee, clear scope. You know exactly what you're paying. I know exactly what I'm delivering.

Base + Commission

Smaller base fee with commission on net sales. Most of my clients choose this. So do I. When your revenue grows, I earn more. When it doesn't, I earn less.

That's the only structure that keeps both sides honest. For ecommerce brands, commission is on net sales. For service-based businesses, it's on ad spend managed.

What I Take On — vi

Everything your brand needs.
One person who knows the order.

Most brands that struggle with marketing aren't spending too little — they're saying the wrong thing to the wrong person. I build and manage the whole system — from product to purchase — because I understand how every piece connects.

01

Launch

For the founder starting from zero

Most founders at this stage have a clear vision and no idea what to do first. That's not a failure — it's the nature of building. A hundred things need to happen and most depend on each other. I know the order: what to do first, what to do in parallel, what to never do before something else is ready.

Product research & analysis · Competitor analysis · Supplier sourcing · Quality inspection · Compliance & certifications · Company registration · Shopify & WordPress development · Product design · Timeline management · Launch management

02

Marketing & Ads

For the founder who needs to grow

The strategy, the ads, the creative direction, the content. Every piece built around one question — what does this specific person need to hear before they trust this product enough to buy?

Meta Ads · Google Ads · Amazon PPC · Content planning · Script writing · Content creation · Video editing · Graphic design · AI image generation · AI video production

03

Audits

For the founder who knows something is wrong but can't find it

This is what I do best. I take everything apart — the ads, the creative, the content, the funnel — and I find the disconnect between what the brand is saying and what the customer actually needs to hear. It's almost always one specific thing. A message that isn't landing. A creative that looks good but says nothing. An audience that's close but not right. Once you find it, everything else starts to make sense.

Marketing audit · Ad audit · Design audit · Content audit

04

Brand Management

For the founder who wants to hand it over

Some founders want to be involved in every decision. Others want to build their product and trust someone else to handle everything around it. If you're the second type — I take the whole thing. The campaigns, the content, the team, the scaling plan. You focus on what you're best at. I handle the rest and report back when something matters.

Complete brand management · Business scaling · Expansion planning & execution · Customer support oversight

In Their Words — vii

In their own words.

"Real messages from real clients — collecting now."

— pending publication

Start Here — viii

Before we talk —
tell me about
your brand.

Three questions. Two minutes. This goes straight to Awais — no auto-replies, no sales team, no waiting a week for a response.

Or reach me directly awais.ngd@gmail.com LinkedIn → +973 381 95305

— 03 questions — 02 minutes

Not feeling like a form. Feeling like a conversation.