Introduction: The Challenge & Opportunity
Dubai’s real estate market is competitive, fast-moving, and flooded with digital noise. When a prominent real estate brand approached me with one goal—generate high-quality leads in just one month—I knew this would be both a challenge and an opportunity to showcase the power of performance marketing.
In this detailed case study, I’ll walk you through how I strategized, executed, and delivered over 200 qualified leads in 30 days, using a combination of Google Ads, Meta Ads, landing page optimization, and hyper-targeted audience segmentation.
About the Client
- Industry: Real Estate (Off-plan properties in Dubai)
- Target Audience: Investors from GCC, India, and expatriates in Dubai
- Goal: 200+ qualified leads interested in a luxury off-plan project
- Budget: AED 15,000 (across Google and Meta)
Step 1: Understanding the Product and Audience
Before launching any campaign, I conducted an in-depth session with the client to understand:
- USPs of the Property: Freehold ownership, 8% ROI, 5-year payment plan, prime location near Dubai Marina.
- Buyer Personas: High-net-worth individuals, real estate investors, and salaried expats looking to invest.
- Pain Points: Trust issues, saturation in the market, hidden charges in other projects.
Outcome: We refined the messaging to highlight transparency, guaranteed ROI, and location benefits.
Step 2: Landing Page Design & Optimization
Having a conversion-focused landing page was crucial. I created a fast-loading, mobile-optimized landing page on WordPress using Elementor. Key features included:
✅ Key Elements:
- Eye-catching headline (“Invest in Dubai’s Most Promising Off-Plan Project”)
- Bullet-point USPs (ROI, Payment Plan, Location)
- High-quality project images & video walkthroughs
- Lead form above the fold (Name, Phone, Email, Nationality)
- WhatsApp integration for instant queries
Conversion Rate Goal: 10%+
Result: The page averaged a 13.4% conversion rate over 30 days.
Step 3: Google Ads Campaign Strategy
🔍 Campaign Type: Search & Display
Search Campaign:
- Targeted keywords like: “off plan property Dubai”, “investment property UAE”, “buy property Dubai Marina”
- Used exact match and phrase match
- Ad Extensions: Site links, callouts, structured snippets
Display Campaign:
- Retargeted landing page visitors
- Used custom intent audiences based on search behavior
📈 Optimization:
- Monitored CTR and CPC daily
- Used negative keywords to filter irrelevant traffic
- Paused low-performing ads, duplicated high-performing ones with slight variations
Spend: AED 9,000
Leads Generated: 128
Cost Per Lead (CPL): ~AED 70.3
Step 4: Meta Ads (Facebook & Instagram) Campaign
📊 Campaign Type: Lead Generation + Website Traffic
Targeting Strategy:
- Lookalike audience from client’s existing CRM data
- Interest-based targeting: Real estate investors, property buyers, UAE expats
- Geographic filters: UAE, India, Saudi Arabia, UK
🎯 Creative Strategy:
- Carousel ads showcasing property features
- Short vertical videos (15-30 secs) highlighting project walkthrough
- Testimonial ad with voiceover from past buyer
A/B Testing:
- 3 headlines, 3 creatives, 2 call-to-actions (“Book Now” vs. “Get Brochure”)
Spend: AED 6,000
Leads Generated: 86
CPL: ~AED 69.8
Step 5: Lead Management & Nurturing
✅ CRM Integration:
- All leads were pushed into Zoho CRM using Zapier
- Auto-responses via email and WhatsApp with project brochure & intro video
🔄 Follow-Up Strategy:
- 3-step drip campaign over 7 days
- Day 1: Welcome email + brochure
- Day 3: Benefits of investing in Dubai real estate
- Day 5: Reminder for site visit / Zoom consultation
Conversion to Sales Visits: 32 confirmed site visits
Key Results & Performance Metrics
| Metric | Value |
|---|---|
| Total Leads Generated | 214 |
| Overall CPL | AED 70.09 |
| Conversion Rate (Landing Pg) | 13.4% |
| Click-Through Rate (Google) | 6.8% |
| Click-Through Rate (Meta) | 5.9% |
| Site Visits Booked | 32 |
| Total Ad Spend | AED 15,000 |
Tools Used in the Campaign
- Google Ads & Meta Business Manager – Campaign creation & management
- Elementor (WordPress) – Landing page design
- Zoho CRM + Zapier – Lead automation and nurturing
- Canva & Adobe Express – Ad creatives
- Google Analytics – Performance tracking & funnel insights
- Hotjar – Heatmaps & scroll-depth analysis
Lessons Learned From This Campaign
1. Messaging is Everything
Ad creatives and landing pages must directly address the user’s intent. Transparency and urgency convert better than fluff.
2. Data Beats Assumptions
Audience insights from Google Analytics and Meta gave us real-time guidance on what was working and what needed fixing.
3. Speed Matters
Leads lose interest fast. Having WhatsApp and email autoresponders improved our conversion-to-appointment ratio.
4. Follow-Up Is the X-Factor
Most businesses don’t follow up fast enough. Our automated drip and quick human touchpoints made all the difference.
Final Thoughts
Helping a real estate brand generate over 200 leads in 30 days wasn’t a fluke—it was the result of:
- Deep audience understanding
- Smart ad placement
- Continuous A/B testing
- Fast landing pages and strong CTAs
- Efficient lead handling
This case study is a great example of what happens when marketing strategy and execution align perfectly.
If you’re a real estate developer or agency looking to boost your leads and close more deals, I’d be happy to discuss how we can tailor a similar campaign for you.
👉 Reach out to me via hmaslam.com or connect on LinkedIn.