VOX Cinemas · Majid Al Futtaim · 2023 – 2025

From bid-and-hope to revenue per visit

Eight countries, one media plan, and bidding on clicks instead of on what a visit was worth. Two years later the same budget bought five times as many customers.

1,931%return on ad spend

40×email revenue

+21%revenue year on year

−80%cost per acquisition

Led by: Aliaa Mohamed
Role: Paid media and customer messaging lead
Scope: Paid search, paid social, customer messaging, attribution
Markets: UAE, KSA, Egypt, Oman, Bahrain, Kuwait, Qatar, Lebanon
Platforms: Google Ads, Meta Ads, Braze, GA4, BigQuery

Results achieved by Pulse founders in previous in-house roles. Brands named are prior employers, not current Pulse clients.

Before and after

What changed, in the order it mattered.

Before

Budgets set by market size, not by margin
Bidding on clicks and leads, not booking value
One weekly email blast to the whole list
Google and Meta both claiming the same bookings
Reporting nobody trusted, so nobody acted on it

After

Budgets follow revenue per visit in each market
Bids tied to average ticket price, so the algorithm chases margin
Automated journeys: browse, abandon, post-visit, win-back
One attribution rule; every booking counted once
One weekly number the leadership team reads

What we did

Five moves. Each one approved before the next.

Fix the counting first
Tracking rebuilt so every booking was counted once, with one attribution rule agreed across paid search, social and email.
Bid on value, not clicks
Performance Max and search fed with booking value; bids tied to average ticket price per market.
Find the next best customer
Lookalike audiences built from the highest-value booking segments; recent converters excluded everywhere.
Replace the blast
Weekly email replaced with automated journeys across the booking funnel.
Make the number weekly
One report, one definition, one owner. Reviewed every week, changed only with sign-off.

How the number moved

Indexed to the start so the shape is readable without disclosing client figures.

“Value-based bidding only works when the value is real and the conversion is counted once. Half the gain came from fixing tracking before touching a single bid.”