Impressions are the easiest number to celebrate and the easiest to fake. A campaign can rack up hundreds of thousands of views and sell nothing. The number that survives contact with your bank account is cost-per-result.
Start from what a customer is worth
Before we spend a pound, we work out what a conversation, a lead or a sale is actually worth to you. That single number sets the ceiling for every bid and the target for every optimization. Without it, you’re flying blind — spending money with no way to know if it’s working.
If you can’t say what a result costs, you can’t say whether it’s working.
Everything optimizes to that number
Once cost-per-result is the target, every decision gets simpler. Creative that lowers it wins. Audiences that raise it get cut. Budget flows to what performs. The whole system points at one honest metric instead of a dashboard of vanity.
The proof
This discipline is why the numbers hold up: 2,235 conversions at 4.87 EGP for ICAR, 1,764 leads at 1.74 EGP for a medical brand, 594 orders at 1.13 EGP per conversation for a retailer. Different businesses, same principle — every pound accounted for.
What it means for you
You should be able to open your monthly report and see one line that matters: what a result cost, and whether it’s trending down. If your agency can’t show you that, you’re paying for activity, not outcomes.
Real numbers: we publish actual cost-per-result data from our own campaigns across 8 industries in Egypt and the Gulf — cost per lead, per conversation, per click, all from published case studies rather than estimates.
What is cost per result?
It's how much you pay for the outcome you actually want — a lead, an order, a booking — not for a click or an impression. It's the only number that lets you decide whether to scale, fix, or kill a campaign.
Why do agencies report reach instead?
Because reach is easy to grow and easy to celebrate. It's also the metric least connected to your revenue. An agency leading with reach is telling you what's convenient, not what's true.