Paid marketing that reports cost per lead, not impressions
Paid media only works when it is built around the sales pipeline it feeds. I plan, launch and manage campaigns across Google and every major social platform, with conversion tracking configured before a dirham is spent, so performance is measured against real enquiries rather than clicks and reach.
What this covers
Google Ads & Performance Max
Search, Shopping, Display, and Performance Max campaigns built around the keywords and audiences your actual customers use, with conversion tracking set up before a single dirham is spent.
- Search & Shopping campaigns
- Performance Max setup
- Conversion tracking & attribution
Meta Ads
Facebook and Instagram campaigns built around real business KPIs, from awareness through to lead capture, not vanity engagement.
- Campaign structure & audience targeting
- Creative testing & iteration
- Retargeting & lookalike audiences
TikTok Ads
TikTok campaigns built for how that audience actually watches: native-feeling creative and fast testing cycles rather than repurposed static ads.
- In-feed & Spark ads
- Creative testing
- Audience & interest targeting
Snapchat Ads
Snapchat campaigns for reaching a younger, mobile-first audience, useful alongside a broader UAE social strategy.
- Story & collection ads
- Audience targeting
- Campaign setup & tracking
LinkedIn Advertising
LinkedIn campaigns for B2B lead generation and account-based targeting, where the buyer is a company, not just an individual.
- Lead gen forms
- Account-based targeting
- Sponsored content & InMail
How this works in practice
Tracking goes in before the spend does
Most accounts I inherit are spending money they cannot account for. The pixel fires on every page load rather than on a real enquiry, form submissions are counted twice, and the platform is optimising towards a conversion that does not mean anything. Until that is fixed, every reported number is fiction and every optimisation decision is a guess.
So the first week is not campaign building. It is auditing what is currently tracked, defining what actually counts as a lead for your business, and wiring that up properly, including server-side tracking through the Conversions API where the browser alone is no longer reliable. Only once the measurement is honest does budget start moving.
Structure that a real budget can survive
Campaign structure decides how much of your money reaches the people worth reaching. That means separating markets rather than lumping the UAE in with the UK, separating intent so someone searching your development by name is not bidding against someone browsing the category, and setting exclusions before spend rather than after a wasted month.
For property and high-value services in particular, the qualifier belongs early. Putting a starting price in the ad and again above the fold on the landing page filters out traffic that was never going to convert. It lowers your click volume and raises your cost per click, and it is still the cheapest thing you can do to your cost per acquisition.
Reported against pipeline, not impressions
Reporting comes back as cost per lead, cost per qualified lead and cost per acquisition, tied to what your CRM says happened afterwards. Reach, impressions and engagement are diagnostic numbers, useful for working out why something is or is not working, and they are not the headline.
I run Google Ads including Performance Max, Meta, TikTok, Snapchat and LinkedIn. Which of those you should be on depends entirely on where your buyers are and what they are worth, and part of the job is telling you when a channel is not worth your budget rather than spreading it thinly across all five.
Frequently asked
Which platforms do you manage?
Google Search, Shopping, Display and Performance Max, Meta across Facebook and Instagram, plus TikTok, Snapchat and LinkedIn. I recommend the mix based on where your buyers actually are rather than running every channel by default.
Do you handle the creative as well as the buying?
Yes. Ad creative and copy come from the same person managing the spend, so there is no handoff between a media buyer and a separate designer.
What does reporting look like?
Cost per lead and cost per acquisition tied to real enquiries, not impressions and engagement. Tracking is configured before launch so the numbers mean something from the first week.
Do you run Google Ads and Meta ads, or only one?
Both, plus TikTok, Snapchat and LinkedIn where they fit. Which you should be on depends on where your buyers actually are and what a customer is worth to you. Part of my job is telling you when a platform is not worth your budget rather than spreading it thin across all five.
Can you take over an existing ad account?
Yes, and it is usually faster than starting fresh because the conversion history is worth keeping. I work inside your account with you as owner, so if we ever stop working together the data stays with you rather than leaving with me.
Do you charge a percentage of ad spend?
No. Percentage-of-spend pricing rewards a supplier for spending more of your money, which is the wrong incentive. Fees are fixed for the scope, so my income does not go up when your budget does.
Can you run campaigns for off-plan property in Dubai?
Yes, this is where most of my recent campaign work sits. Off-plan has its own pattern: the price qualifier belongs high in the ad and again on the landing page so unqualified traffic filters itself out before it costs you a click.
What do I need to give you to start?
Access to your ad accounts, your website or landing page, and an honest number for what a closed customer is worth. That last one matters most, because without it there is no way to say whether a cost per lead is good or bad.
What is the minimum ad budget worth starting with?
It depends on your cost per click and how many conversions a platform needs before it can optimise. Rather than quote a number that fits nobody, I work backwards from your average deal value and close rate, and tell you honestly if the budget you have is too thin to learn anything from. Sometimes the right advice is to fix the landing page first and start spending later.
Do you need access to my ad accounts, or do you build new ones?
I work inside your accounts, under your billing, with you as owner. That matters more than it sounds: agencies that build campaigns in their own account keep the conversion history when the relationship ends, and you start from zero with the next supplier. Your data should stay yours.
How long before the numbers mean anything?
Roughly two to four weeks for the platform to gather enough conversion data to optimise against, and six to eight before cost per acquisition is stable enough to make real decisions on. Anyone promising meaningful results in the first fortnight is describing luck rather than a process.
Still not sure if this is what you need?
Send it here and it comes straight to me. You will get a straight answer about whether I am the right fit, including when the answer is no.
Have a project in mind? Let's start it.
Whether it's a paid campaign, a website or app, or ongoing design and social support — tell me what you need and I'll get back to you with next steps.