Budget as a percentage, not a flat number
A flat monthly budget is the wrong shape for a business whose revenue arrives in bursts. Work backwards instead: if you want 6,000 KD from a drop and you know roughly what your return on ad spend has been, the budget follows from the target rather than from habit.
As a starting point, 10–20% of target revenue is where most Kuwait fashion labels land. Newer brands sit at the higher end because they are paying to build an audience they do not have yet; established brands with a warm following and repeat buyers can operate at the lower end because a large share of each drop sells to people who already know them.
Weight the spend around the drop
A workable pattern: a light warm-up in the week before the drop aimed at building an audience of people who watched the teasers, a heavy push on the first 48 hours when urgency is highest, and a retargeting tail for the following week aimed only at people who viewed a product and did not buy.
That last piece is where the efficiency lives. Retargeting people who already looked at a specific item is consistently the cheapest revenue in fashion, and it is what most small Kuwait brands skip entirely because it requires the tracking to be set up properly before the drop, not after.
Know your break-even return before you scale
Return on ad spend only means something against your margin. If your gross margin is 60%, you break even at roughly 1.7x — anything above that is profit, anything below is spending to look busy. A brand at 35% margin needs closer to 2.9x to break even, and that difference is why two brands can report the same ROAS and one is profitable while the other is not.
Work out your own number before you decide whether a campaign is doing well; the ROAS calculator does the arithmetic. It is also the honest answer to "should I spend more?" — scale while you are comfortably above break-even, and stop when the extra dinar stops clearing it.