Mohamed Barkat Performance marketer Book a call
Performance marketer D2C & Shopify brands Meta · Google · TikTok Remote, from Ho Chi Minh City

Paid growth you can trace

D2C · wellness equipment · Meta
$114,150 purchase value
$11,462 ad spend
9.96× ROAS (platform)

Four Advantage+ campaigns, February 2026.

I help D2C brands cut CAC by fixing tracking and creative together, across Meta, TikTok and Google.

For Shopify and D2C brands that want to scale ad spend profitably without losing control of what a customer costs. Running a subscription app? That's Appfound ↗

Book a 30-min call See the results

Who I am and what I do · 26 sec

A 26-second intro: Mohamed Barkat, senior performance marketer for D2C, apps, local businesses and B2B, and the six levers he runs as one system: plan, track, create, launch, analyze, and get found in search, maps and AI answers.

The problem

Most ad accounts don't have a media problem. They have a system problem.

Six leaks I see in almost every account I audit. Each one maps to a lever in the system below, and fixing them in order makes the next dollar cheaper.

  1. 01 Budgets set before anyone knows what a customer is worth → Plan
  2. 02 Tracking that misses sales, or counts the same one twice → Track
  3. 03 Creative picked by taste instead of tested by plan → Create
  4. 04 Campaigns optimized for cheap clicks and leads that never buy → Launch
  5. 05 Reports that describe last week instead of deciding next week → Analyze
  6. 06 Paying for every visit because nobody finds you organically → Get found

The system

Six levers.
One owner.

In this order, on purpose. Each lever makes the next one cheaper: a clear plan sets the targets, clean tracking makes tests readable, readable tests tell the budget where to go, and organic visibility lowers what every customer costs.

01 Plan

Know what a customer is worth before you buy one.

Illustration · test roadmap
Research & unit economics
Tracking QA
Creative sprint
Structured tests
Scale what pays
CAC ceilingChannel mixBudget splitTest order

We start with the math: margin, order value, repeat rate and payback window. That gives a ceiling for what a customer can cost, a channel mix and budget split, and a test roadmap that says what we learn first and why.

  • Market, audience and competitor research
  • Unit economics and target cost per conversion
  • Channel mix and budget allocation
  • Prioritized test roadmap

You get A growth plan with targets, a budget split and a test order.

02 Track

Fix the numbers before you scale them.

Illustration · conversion pipeline
Site, app & storewhat customers do
Tags + serverGTM · CAPI · server-side
Analytics & CRMGA4 · MMP · HubSpot
Ad platformsMeta · Google · TikTok
  • view_item✓
  • add_to_cart✓
  • purchase✓
  • generate_lead✓
  • qualified_lead✓
  • subscribe✓

With browser privacy limits and blocked cookies, a pixel alone misses sales. I map the conversions that matter, send them server-side through conversions APIs, feed CRM outcomes back to the platforms, and check it all against your backend before budgets go up.

  • Conversion map from first visit to revenue
  • GA4, Google Tag Manager and server-side tracking
  • Meta CAPI and platform conversion APIs, ATT / SKAN for apps
  • Shopify, HubSpot, MMPs and RevenueCat connected to ad data

You get A conversion map and a tracking QA you can trust.

03 Create

Creative strategy, not creative guessing.

Illustration · test matrix
Customer pain pointsReviews & objectionsCompetitor ads
Hook AHook BHook C Pain Proof Offer

Briefed Live Read

Meta and TikTok now choose who sees an ad largely from the ad itself, so different concepts matter more than audience tweaks. Each round starts from research, turns it into distinct angles and hooks, and changes one variable at a time so the result teaches us something.

  • Customer, review and competitor research
  • Angles, hooks, ad copy and scripts
  • UGC briefs and static ad concepts
  • A testing matrix with a clear read each round

You get Creative briefs your team or creators can shoot straight away.

04 Launch

Campaigns built to learn fast and spend where it pays.

Illustration · budget follows conversions
Meta
Google
TikTok
Snapchat
Reddit · LinkedIn

Rebalancing on cost per conversion

Simple account structures that feed the algorithms enough signal: consolidated prospecting, Advantage+ and Performance Max where they fit, retargeting and catalog where they earn their spend, and every campaign optimized toward the conversion that pays you.

  • Meta, TikTok, Snapchat, Reddit and LinkedIn
  • Google Search, Performance Max, Demand Gen and Shopping
  • Prospecting, retargeting and catalog campaigns
  • Budget pacing and day-to-day optimization

You get Live campaigns, owned end to end.

05 Analyze & report

Reports that make the next decision.

Illustration · platform vs measured
Platform-reported Measured in backend / CRM

The gap is where the decision is.

Every ad platform grades its own homework. I keep platform numbers apart from backend and CRM data, check attribution windows, and split new customers from returning ones before calling anything a win.

  • Weekly and monthly reports, each with a recommendation
  • Platform vs backend, side by side
  • Blended CAC, MER and payback by channel
  • Creative, landing page and funnel performance

You get One clear next move each week, with the reasoning.

06 Get found · SEO & AI visibility

Rank in search, maps and AI answers.

Illustration · AI answer with citation
Ask Who's the best [your service] in [your city]?

yourbrand.com

  1. 1yourbrand.com ↑
  2. 2competitor.com
  3. 3directory.com

Organic visibility lowers your blended CAC every month it compounds. I cover technical, local and content SEO, and structure your brand so Google, ChatGPT, Perplexity, Gemini and AI Overviews can understand it, trust it and cite it.

  • Technical SEO: crawling, indexing, Core Web Vitals, schema
  • Local SEO: Google Business Profile, reviews, location pages
  • Content and landing pages built around buying intent
  • AI visibility: clear entity data and citations on sources assistants trust

You get An SEO roadmap and pages that rank, convert and get cited.

Results

Results,
with receipts.

D2C first, then the scale work behind it, across Europe, North America, Australia, the Gulf and North Africa. Client names are removed, and every number says where it was measured. Platform-attributed means the ad platform reported it, so it's labelled rather than blended with backend data.

Wellness equipment · High-ticket D2C · cold plunge & hyperbaric chambers

9.96×

ROAS: $114,150 in purchases from $11,462 of spend

Average order
$3,261
Purchases
35
Best campaign, all time
11.99×

Four live Advantage+ campaigns · Feb 2026Recreated from Ads Manager · names redacted · platform-attributed

CampaignSpendPurchasesROASCost / purchase
Prospecting · always-on · product A$5,414189.66×$300.77
Prospecting · video test 1$3,216811.32×$401.98
Prospecting · Valentine's offer$1,57369.92×$262.17
Prospecting · video test 2$1,25837.84×$419.25
Total$11,462359.96×$327.48

Watch accessories · D2C · Australia

Reading past blended ROAS.

One catalog campaign drove 1,004 purchases at a blended 2.34× ROAS. Split by audience, new customers came in at 1.56×. That's the number scaling decisions get made on, because engaged and returning buyers would often have bought anyway.

The same brand's best campaign shows 1,260 purchases on Meta's default attribution and 476 on 28-day click. Both get reported.

ROAS by audience · one campaign · platform-attributed

Engaged audience2.70×710 purchases
Existing customers2.26×104 purchases
New customers1.56×190 purchases
Blended2.34×1,004 purchases

More industries

Consumer electronics · E-commerce

Meta · platform-attributed

28,881

website purchases in four months

Cost / purchase
€1.41
Spend
€40,713
Period
Nov 2023 – Mar 2024

Broad and lookalike prospecting, with ABO tests run product by product.

D2C brand · E-commerce · Europe

Meta · 7-day click, 1-day view

6,732

website purchases

Cost / purchase
€3.32
Spend
€22,345
Campaigns
11

Broad tests of new creative, Advantage+ shopping and ABO acquisition.

Beauty & cosmetics · Shopify store · Algeria

Shopify · all channels

19,049

orders in 12 months

Orders vs prior year
+32%
Sales vs prior year
+49%
Sessions vs prior year
+53%

Store-level figures, so they include organic and repeat orders, not just paid.

Health subscription app · US

Meta 1-day click · PostHog

11.6%

of paywall viewers started a free trial

  1. New users2,612
  2. Onboarding done1,345
  3. Account created1,169
  4. Paywall viewed1,089
  5. Trial started126

Paid acquisition at $3.81 per new user, read all the way to the paywall, so the next test was the paywall, not the ad.

Luxury real estate · Off-plan · Dubai

Meta · 7-day click

226

form leads from three campaigns

Cost / lead
AED 68
Ad languages
EN · AR · FR
Follow-up
CRM + sales team

Copy tailored to each project and buyer, with leads followed through CRM qualification, not just counted.

B2B SaaS · AI agents for clinics · North America

HubSpot pipeline

46

deals closed-won and paid

Deals decided
97
Win rate
47%
Channels
Meta · Google · LinkedIn

Judged on booked demos and paid deals in the CRM, not on form fills.

The screenshots

Straight from Ads Manager, Google Ads, Shopify and PostHog. Client names, account IDs and campaign names are blurred; the numbers are untouched. Click any one to open it full size.

Screenshot: High-ticket D2C · four Advantage+ campaigns · 9.96× ROAS on $11,462
High-ticket D2C · four Advantage+ campaigns · 9.96× ROAS on $11,462
Screenshot: Watch accessories · $113,630 across 36 campaigns · top campaign 1,260 purchases at $18.27
Watch accessories · $113,630 across 36 campaigns · top campaign 1,260 purchases at $18.27
Screenshot: Same brand · one catalog campaign split by audience · new customers at 1.56× ROAS
Same brand · one catalog campaign split by audience · new customers at 1.56× ROAS
Screenshot: Consumer electronics · 28,881 purchases at €1.41 on €40,713
Consumer electronics · 28,881 purchases at €1.41 on €40,713
Screenshot: D2C brand, Europe · 6,732 purchases at €3.32 across 11 campaigns
D2C brand, Europe · 6,732 purchases at €3.32 across 11 campaigns
Screenshot: Beauty Shopify store · 19,049 orders in 12 months, +32% vs prior year
Beauty Shopify store · 19,049 orders in 12 months, +32% vs prior year
Screenshot: House painting, Canada · Google Ads · 4.62K conversions at $52.30
House painting, Canada · Google Ads · 4.62K conversions at $52.30
Screenshot: Health subscription app, US · first open to trial, read in PostHog
Health subscription app, US · first open to trial, read in PostHog

Principles

Paid growth is full of advice that doesn't survive a spreadsheet. Here's what does.

Five rules I use to decide where the next dollar goes, and what I'll push back on before spending it.

I

Platform numbers are a claim, not a result.

Meta, Google and TikTok each grade their own homework, and their windows overlap. Add them up and you often get more customers than you actually have.

I read platform results next to backend or CRM data, check the attribution window, and split new from returning customers before moving a dollar.

II

Optimize for the conversion that pays you.

A click is not a customer and a lead is not a sale. Cheap top-of-funnel events are easy to buy and easy to over-report.

Campaigns optimize toward purchases, qualified leads, booked calls or paid subscriptions: the event closest to revenue that still has enough volume to learn from.

III

Creative is the targeting now.

With broad audiences and automated bidding, the ad itself decides who stops scrolling. Swapping audiences rarely fixes a weak message.

So creative gets a strategy: researched angles, specific hooks, and tests that change one thing at a time.

IV

Tracking comes before scale.

Scaling on broken conversion data just buys more of the wrong thing, faster. It's the most expensive mistake in paid acquisition and the easiest to miss.

Conversion APIs, server-side events and CRM feedback get checked against the backend before the budget goes up.

V

AI speeds up the work, not the judgment.

I use Claude Code and Codex for research, creative development and analysis. That means more angles explored and faster reads on the data.

The decisions about your money are still made by a person who reads the numbers and owns the outcome.

Services

One offer.
Scale what pays.

Every engagement starts with a free 30-minute call. You tell me what you sell, what you spend and what you measure today. I'll tell you what I'd fix first and what it costs.

The offer

Profitable Scale

Right for you if you sell on Shopify or your own store, you already spend on Meta, Google or TikTok, and every time you raise the budget your cost per customer climbs with it.

What I do

  • Fix tracking first: Pixel, Conversions API and Google tags checked against your Shopify orders
  • Set a CAC ceiling from your margin and order value, so we know what a customer may cost
  • Ship new researched ad angles every week, each with a spend cap, so losers die cheap
  • Rebuild campaigns so budget follows profitable purchases: prospecting, retargeting and catalog
  • Raise spend step by step, and only while new-customer cost stays under the ceiling

What you get

  • Tracking you can trust, week 1
  • A weekly report: what changed, why, and the next move
  • Platform numbers next to Shopify numbers, new customers split from returning
  • Your accounts, creatives and data stay yours

Price Set on the call, after I've seen your numbers

Book a 30-min call
  1. Step 1Book a 30-min call

    We go through your business, numbers and goals.

  2. Step 2Share access

    Read-only access to ads and analytics is enough to start.

  3. Step 3Get the plan

    Findings, priorities, your CAC ceiling and the price.

  4. Step 4Start the work

    We agree the scope and the first lever to pull.

Portrait of Mohamed Barkat
Mohamed BarkatPerformance marketer · Ho Chi Minh City

About

Hi, I'm
Mohamed.

I've spent 5+ years running paid acquisition for D2C brands, Shopify stores and a multi-country super app, and I care as much about whether the numbers are true as whether they go up.

I work directly with founders, marketing leads and creative teams on budgets, offers, funnels and messaging. I studied computer science, which is probably why I check the tracking before celebrating any ROAS screenshot. I use Claude Code and Codex to research faster and analyze deeper; the calls about your money I make myself.

Based
Ho Chi Minh City, working remotely
Worked in
North & West Africa, the Gulf, Europe, North America, Australia
Languages
Arabic (native), English (professional), French (limited)
Education
BSc Computer Science, USTHB, Algiers
Certified
Meta Social Media Marketing · HubSpot Digital Marketing · LinkedIn B2B Marketing
LinkedIn

Toolkit

Paid

Meta · Google Ads (Search, PMax, Demand Gen) · TikTok · Snapchat · LinkedIn · Reddit · Apple Search Ads

Tracking

GA4 · Tag Manager · Meta CAPI · server-side · Adjust · Firebase · PostHog · RevenueCat

Growth & SEO

Creative strategy · UGC briefs · copywriting · A/B testing · CRO · SEO · ASO

CRM & AI

HubSpot · GoHighLevel · Salesforce · Shopify · Claude Code · Codex

FAQ

Questions people ask before the first call.

Who do you usually work with?

D2C and Shopify brands that already spend on ads and want to scale without their cost per customer running away. Subscription apps work with me through Appfound.

Which channels do you run?

Meta, Google (Search, Performance Max, Demand Gen and Shopping), TikTok, Snapchat, LinkedIn and Reddit, with SEO and AI visibility alongside the paid plan.

What budget do I need?

There's no fixed minimum. I've run local campaigns from €10 a day and managed $50K a month for a super app. On the call we check whether your budget can buy enough conversions to learn from, and if it can't, where it's better spent.

Do you make the ads too?

I lead the creative strategy: research, angles, hooks, ad copy, UGC briefs and static concepts. Filming and editing are done by your team or the creators we brief, and I read the results and write the next round.

How do you report results?

Weekly and monthly, always with a recommendation. Platform-attributed numbers sit next to backend or CRM data, and everything is tied to the conversion you actually earn money from.

How soon will I see results?

Audit findings and tracking fixes come first. Paid tests need enough conversions before they can be read, and SEO compounds over months. I won't promise numbers before I've seen your data.

How much does it cost?

One monthly fee, no percentage of your ad spend and no long lock-in. I set the price on the first call, once I've seen your spend, your margins and how much needs fixing.

Can you work with our in-house team or agency?

Yes. Most of my work has been alongside founders, creative teams and sales teams. I can own the whole system or plug into the levers you need help with.

Next step

Let's find your next lever

Tell me what you sell, what you spend and what you're measuring today. I'll tell you where I'd look first.

itsmohamedbarkat@gmail.com

Book a 30-min call LinkedIn