HS Supply
Product testing and click-to-WhatsApp campaigns for a Pakistani cash-on-delivery brand: PKR 19.4 lakh of Meta ad spend across 219 campaigns, 4,986 purchases and 59,000 WhatsApp chats.
Two jobs for one ad account.
HS Supply sells trending household, wellness and gadget products to Pakistani customers. Most orders are cash on delivery, and a large share of buyers want to talk to someone on WhatsApp before they commit.
That created two jobs for the ad account: drive purchases on the website, and fill the WhatsApp inbox with people the sales team could convert. The catalogue also changed constantly, so every new product needed proof that it could sell before it deserved a real budget.
Platform: Meta Ads (Facebook and Instagram). Market: Pakistan, in PKR. Reporting window: September 2023 to October 2026.
Where the budget went.
Four moving parts.
Creative testing for web purchases
Each product got its own testing campaign with several creatives running against the same audience. Winners were scaled in place and losers switched off within days. Of the 120 purchase campaigns, 65 delivered 10 or more orders, which separates real signal from luck.
Click-to-WhatsApp lead generation
Message campaigns per product line, with different creatives and audience splits. Scaling the cheap, high-volume ad sets and dropping the expensive ones brought cost per chat down from PKR 40 to under PKR 5 on the best campaigns.
Fast kills, no zombie campaigns
43 campaigns produced no result. Together they used PKR 46,331, which is 2.4% of total spend. Bad ideas were stopped early and the money went to the winners.
Retargeting layer
A daily-budget retargeting campaign (PKR 845 a day) runs alongside the book shelf product push, bringing back visitors who browsed but did not order, at PKR 337 per purchase.
The four campaigns that carried the account.
Four creative-testing campaigns produced 2,641 purchases, 53% of every order in the account, on 31% of the spend. Their combined cost per purchase was PKR 231, against PKR 297 for the account as a whole.
| Campaign | Purchases | Cost per purchase | Spend (PKR) |
|---|---|---|---|
| Detox Stress Free Pads | 1,247 | 209 | 260,429 |
| Eye Mask with Cooling Gel | 562 | 291 | 163,751 |
| Organic Cotton Cheese Cloth | 443 | 267 | 118,281 |
| 4-Tube Pedal Resistance Band | 389 | 175 | 67,926 |
The longest-running scale campaign, Detox Stress Free Pads, delivered 1,247 purchases on PKR 2.6 lakh at 973,000 impressions. It is still active.
Before and after optimisation.
Early WhatsApp ads
The first three message ads cost PKR 18 to 40 per conversation and delivered 11 to 61 chats each.
Optimised WhatsApp ads
Two later campaigns, WH 1 and WH 2, delivered 13,155 conversations on PKR 50,476: roughly ten times cheaper per chat at hundreds of times the volume.
Early product tests
Single-product sale campaigns such as the vegetable cutter ran at PKR 560 to 640 per purchase.
Best scaled campaigns
The weighing scale campaign reached 110 orders at PKR 104. Snap On Braces delivered 167 orders at PKR 190 on PKR 31,756.
Top WhatsApp campaigns.
| Campaign | Conversations | Cost per chat (PKR) | Spend (PKR) |
|---|---|---|---|
| WH 2 | 7,717 | 4.10 | 31,638 |
| WH 1 | 5,438 | 3.46 | 18,838 |
| HS Supply Sales, 2 ad sets, videos | 5,050 | 7.30 | 36,849 |
| Bulb WhatsApp | 3,249 | 5.53 | 17,963 |
What we learned
- Creative matters more than audience. The best results came from running several creatives in one testing campaign and scaling the winner, not from narrowing targeting.
- One product per campaign makes decisions simple. Each campaign name maps to a single product and launch date, so it is clear what worked.
And what we watch
- Cheap conversations only help if they close. Cost per chat varied from PKR 3.5 to 19 by product and creative, so lead quality has to be tracked alongside it.
- Limit the downside. Keeping failed tests to 2.4% of spend meant there was always budget for the next winner.
How to read these numbers.
All figures come from a Meta Ads Manager campaign export for one ad account, using Meta's 7-day click, 1-day view attribution. Purchases are pixel-reported, WhatsApp conversations are conversations started rather than confirmed orders, and cost figures are in Pakistani rupees. Orders on cash on delivery can be refused or unconfirmed, so purchases are not the same as delivered orders.
Source: Meta Ads Manager campaign export for the HS Supply ad account (1 September 2023 to 1 October 2026). Results use Meta's 7-day click, 1-day view attribution. Purchases are pixel-reported and cost figures are in Pakistani rupees.
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