Petra Ride

The Challenge

A MENA-based ride-hailing app was facing pressure from both international giants and unregistered local competitors. Brand awareness was eroding and new user acquisition was stalling. The challenge was to reach the right audiences efficiently — and convert them into active users — without the brand recognition advantages that larger players enjoyed.

Our Approach

### A Multi-Phase Campaign Built Around the Customer Journey

**Phase 1 — Awareness**

Broad reach campaigns across Meta to introduce the app to cold audiences, establish brand recognition, and build remarketing pools.

**Phase 2 — Engagement**

Mid-funnel content and creative designed to demonstrate the app's advantages over alternatives and overcome switching inertia.

**Phase 3 — Conversion**

Google Ads capturing high-intent searches from users actively looking for ride options, combined with retargeting of warm Meta audiences.

**CPI optimisation**

Continuous bid and audience refinement across phases to drive acquisition cost down as the campaign matured.

Results

| Metric | Value |

|--------|-------|

| Total Reach | Millions |

| CPI Reduction | 25%+ |

| New First-Time Users | Thousands |

> Millions of users reached across the MENA region, with CPI reduced by more than 25% and thousands of new riders activated on the platform.