B2B SaaS marketing in Saudi Arabia: 138 leads and 3 deals
Helping F&B businesses thrive through gamified employee training
Scooply is an app that helps restaurant teams retain routine processes — from food preparation to customer-service standards — improving service quality and reducing training costs.
Objective
Marketing an app for restaurant businesses
Attract prospective customers — owners, directors and managers of restaurant businesses in the UAE and Saudi Arabia.
The goal was to introduce a more effective model for training and onboarding staff that improves customer service and reduces training costs.
Target audience
Owners, directors and managers of restaurant businesses in the UAE and Saudi Arabia.
Testing offers and visual concepts
We prepared ad materials with a consistent design, multiple offers and two language versions: English and Arabic.
Campaign launch
- English ads for Dubai.
- Arabic ads for Riyadh.
The goal was to identify the strongest offers for subsequent communication.
Results by market
Each market received $1,300 in spend.
- In Dubai, CPL ranged from $100 to $120 and lead quality was unacceptable.
- In Riyadh, CPL was $46 and lead quality was significantly stronger.
We paused Dubai and redirected the budget to Riyadh.
Interest and lookalike targeting
- In Dubai, we tested a broad audience interested in hospitality, restaurants and restaurant management. The results exceeded expectations.
- In Riyadh, we built a lookalike audience from the client’s existing customer data.
Optimising ad materials
The highest-performing offer was: “We help F&B Businesses Thrive Through Gamified Worker Training. We make your workers memorize routine processes improving service quality, reducing training costs and minimizing worker requests and urgent firefighting calls.”
The creative built around this offer reduced the cost per lead to $25, compared with $35–40 for other messages.
The same offer appears on the company’s homepage.
Video creatives
We produced four videos with the same script and different visual treatments. The version featuring restaurant employees performed best.
- Spend: $1,659.06
- Leads: 29
- Cost per lead: $57.21
- Cost per click: $1.87
New market test: Jeddah after sales in Riyadh
We used the strongest ad materials from the existing campaigns. The cost per lead ranged from $30 to $40.
New tests after creative fatigue
- Campaign performance in Riyadh began to decline.
- We tested new formats.
- A carousel explained how the app works step by step.
- A voice-over video demonstrated the product’s core features.
- The voice-over video improved performance and brought the cost per lead to $45–50.
Advertising creatives for the app
Meta Ads campaign results
Next steps for the campaign
Test new creative formats:
- Visuals featuring restaurant employees — the company’s ICP.
- Videos demonstrating the app’s functionality.
- Improve lead quality, targeting five qualified enquiries per week.
- Scale campaigns and expand into new markets.
Results in numbers
6 272,54$
Ad spend
138
Leads generated
45,45$
Cost per lead
3
Sales
From point A to point B
Point A: A new project with no previous advertising, no proven message and no benchmark for the target markets.
Point B: Testing revealed the strongest combinations, which remained active. We continue to run the project while testing new creatives, markets and hypotheses.
Conclusion
Scooply successfully acquired customers in Riyadh, reduced CPL to $25 and built a stable flow of qualified leads. Continued testing of new creatives and video formats improves targeting precision and controls acquisition costs. The client has already signed three major deals. The next steps are to expand the strategy, improve the app and scale into new markets.
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