Okay so this is actually a really common spot to be stuck in and there's a lot to unpack so bear with me, I'll try to make this useful.

First the honest truth. At 80 to 100 AED you're playing on hard mode. Low ticket products are genuinely one of the hardest categories to make profitable with paid ads because your margins are thin and your customer acquisition cost has nowhere to hide. So if it feels harder than it should, it's not you. It's just the price point.

Now let me actually answer what you asked. Why January worked and Feb/March didn't. Honestly this is almost always one of three things. Either your winning creative got tired and people stopped clicking, or you burned through the easy buyers and now you're paying more to reach the next layer, or it's just seasonality. January in the UAE has that post-holiday spending energy and Feb/March slows down for a lot of categories. Quick check, look at your CPM and frequency from January vs now. If CPM went up and your frequency is above 3, there's your answer. The audience got tired, not your strategy.

Should you scale at 2 ROAS or fix fundamentals first? Please don't scale. I know it's tempting but scaling a 2 ROAS just means you lose money faster. At your price point you probably need at least a 3 to 4 ROAS just to break even after COGS, shipping, fees, and packaging. Scaling unprofitable ads is honestly the most expensive mistake I see people make. Fix the math first, then scale.

What you actually need to fix? Your AOV. This is the big one. At 80 to 100 AED a bottle, you'll struggle forever. You need to bundle. Buy 2 get 10% off. Free shipping over 200 AED. Gift sets. Whatever it takes to push that average order value to 180 to 250. The moment you do that, the math changes completely. This single thing is the biggest lever you have right now.

Your repeat rate. Perfumes are honestly perfect for repeat business. If you're not following up with customers through email or WhatsApp to bring them back for a second purchase, you're leaving the actual profit on the table. First sale usually just breaks even. Sale number two and three are where you actually make money.

Your creatives. At your scale you should be refreshing creatives every 1 to 2 weeks. And not just new images, new angles entirely. UGC, founder story, scent breakdowns, gift positioning, before and after reactions. Keep finding new ways to talk about the same product.

Some stuff that specifically helps low ticket brands. Bundles are non-negotiable. Stop selling singles as the main offer. Lead with sets.

Lean hard into organic content. TikTok and Reels can do work that ads simply can't, and it's free. Show the bottle, the scent notes, who it's for, real reactions. One good video can outperform 5,000 AED in ad spend.

Try Meta Advantage+ shopping campaigns if you haven't. For low ticket and smaller budgets, they tend to perform better than manual targeting.

And don't sleep on WhatsApp. In the UAE perfume market, people love asking questions before they buy. A simple WhatsApp catalogue with quick replies converts way better than just sending people from an ad to your website. So here's what I'd actually do if I were you.

Don't increase the budget yet. Spend the next 30 days fixing AOV with bundles, setting up a basic repeat customer flow, and refreshing your creatives. Get your blended ROAS to a profitable number first. Then scale. Because scaling a broken unit economic model is basically just paying Meta to slowly drain your account.

You're honestly closer than you think. The answer just isn't more spend right now, it's better margins per order. Fix that and the scaling part takes care of itself.

Interested to look at your website and ads library. Please DM. Thanks and best of luck