Rebuild the funnel & packaging
Reworked the acquisition funnel and restructured pricing and product packaging separately for local and global markets — matching each offer to what that audience values and can pay.
Kahf Guard · 2025–2026 · Meta · App & Web
Turned a mission-driven app into a 3× revenue growth engine in six months
Kahf Guard protects millions of Muslim families from harmful content at the DNS level. As Digital Marketing Manager I owned its full-funnel growth across Bangladesh and global markets — rebuilding the funnel, pricing and acquisition engine so spend finally turned into profitable, compounding revenue.
- Role
- Digital Marketing Manager
- Markets
- Bangladesh + Global (NRB)
- Channels
- Meta · App · Web
- Team
- Led 7 · cross-functional
Results at a glance
3×
Revenue growth in 6 months
2.2×
Bangladesh ROAS, up from 0.80×
5×
Global / NRB return on ad spend
৳0.60
Cost per install, down from ৳8
The brand
A trusted product that hadn't yet found its growth model
Kahf Guard is a values-aligned digital-protection app — DNS-level filtering of adult content, gambling, scams and malware, plus Reels/Shorts blocking and parental controls. The product was loved and endorsed by respected scholars, but marketing spend was running below break-even: acquisition was expensive, monetisation leaked, and Bangladesh and global audiences were being treated as one.
The brief was to make growth profitable and repeatable — lower the cost of an install, lift return on ad spend, and turn a mission into a monetisable funnel without compromising the brand's trust.
What I set out to do
- Drive ROAS above break-even in the home market, then scale it
- Cut cost per install without sacrificing install volume or quality
- Separate local and global economics, pricing and messaging
- Rebuild the funnel, pricing and product packaging for each market
- Unify app and website data for clean, decision-grade attribution
- Build a scholar-led creative system that converts on trust
The approach
Rebuild the growth system end to end — not just the ads
Instead of optimising a broken funnel, I reworked the whole path from first impression to paid subscriber, and ran Bangladesh and global as two distinct economies with their own offers, budgets and targets.
Scale profitably by market
Split Bangladesh from NRB/global targeting, budget and messaging so each market was optimised against its own ROAS — not averaged into one blurry number — and scaled the winners.
Creative built around trust
- Scholar-led video anchored on respected, recognisable voices
- Clear value propositions: Halal, safe internet for the whole family
- Video-first app-install ads that lifted relevance and cut cost per install
- Continuous creative refresh across app-install, sales and traffic campaigns
Monetisation, data & amplification
- App + website data integration for clean install-to-subscription attribution
- External payment-gateway partnership to smooth the path to subscription (bKash & app-store billing)
- NRB sales campaigns to capture higher-value non-resident audiences
- External PR, creative and communication partners aligned to one concept
The creative
Trust-first campaign creative
Scholar-led, value-driven creative that carried the brand's credibility into the feed — the engine behind the drop in cost per install.
The results
From loss-making spend to profitable growth
| Metric | Result |
|---|---|
| Total revenue | 3× (in 6 months) |
| Return on ad spend — Bangladesh | 0.80× → 2.2× |
| Return on ad spend — Global / NRB | 5× |
| Cost per app install | ৳8 → ৳0.60 (−92%) |
| App-install campaigns | Improving cost-per-result trend |
| Markets activated | 2 (local + global) |
Context — Kahf Guard operates at brand scale: 3.5M+ app downloads, 1.83B+ threats blocked monthly and a 4.8★ rating across 53K+ reviews (public brand figures). The figures above reflect the performance-marketing results I owned.
The job wasn't more spend — it was making every taka come back with two more behind it.
Mahdi Hasan · Digital Marketing Manager
Execution snapshot
How the growth engine was run
| Focus | Implementation |
|---|---|
| Markets | Bangladesh (local) & Global / NRB — run as separate economies |
| Campaign types | App Install (video), App/Offsite Conversions, NRB Sales, Traffic & page-post |
| Creative formats | Scholar-led video, value-prop video, page-post & static — continuously refreshed |
| Key channels | Meta (Facebook & Instagram) across App and Web destinations |
| Measurement | App + website event tracking, install-to-subscription attribution |
| Optimisation metrics | ROAS, cost per install (CPR), CTR, conversion rate, subscription revenue |
| Collaboration | 7-person internal team + external payment, PR & creative partners |
My role
What I owned
- Led a 7-person marketing team and set strategy, planning and priorities
- Revamped the funnel, pricing and product packaging for local and global markets
- Ran Bangladesh and global as separate economies with distinct ROAS targets
- Drove data integration across the app and website for clean attribution
- Collaborated cross-functionally with every internal team
- Coordinated external partners for payment gateway, PR, and creative & communication concept
What I took from it
Key insights
Split the economics
Averaging local and global into one ROAS hid the truth; separating them let each market be optimised on its own terms.
Trust is a performance lever
Scholar-led creative didn't just build brand — it lowered cost per install by lifting relevance and intent.
Packaging moves ROAS
Reworking pricing and packaging shifted more installs into paying subscribers — the real driver behind revenue.
Clean data compounds
App + web attribution turned budget decisions from guesswork into confident, repeatable calls.
Protect the conversion point
A smoother payment path protected revenue exactly where funnels usually leak the most.
Why this case matters
Proof that a mission can be a profitable business
Kahf Guard showed that values-aligned products don't have to choose between reach and revenue. Rebuilding the funnel, pricing and creative around real audience economics turned expensive awareness into compounding, profitable growth — across two very different markets.
Product website
www.kahfguard.com ↗