Over 80% of companies use Google Ads for their PPC. Looking to make a splash in the Middle East’s most electrifying city?
Let me tell you, there’s no experience quite like launching a campaign in Dubai. There is an energy, an ambition, and an endless quest for growth that just rubs off on you.
And if you’re reading this, then chances are, you are already aware of the power of Google Ads Dubai. But let’s face it: just opening an account and tossing a few dirhams at some keywords isn’t going to prove effective.
I’ve witnessed countless businesses blowing their budget without a conversion in sight (which is painful, right?)
As recently as 2024, Google earned almost $265 billion in ad revenue and is expected to make up 24.6% of the digital advertising market by 2025.
For the past five years, I’ve been running Google Ads campaigns for everything from boutique fitness studios in Jumeirah to huge real estate launches on the Palm.
Some took off; others … well, were expensive lessons. So, here’s what I would have wanted someone to tell me when I first started- being successful with Google Ads in Dubai is about more than just technical knowledge.
It’s a good mix of the local flavor, lots of patience, and the capacity to adjust very quickly, because this city goes very fast.
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Step-by-Step Guide to Google Ads Success in Dubai
Step 1: Get Clear on Your Goals (And Don’t Skip This!)
Before you even press the log-in button, get a notepad (or phone or whatever) and write down the answer to what it is you hope to do with your campaign. More leads? Higher sales?
Some of this awareness of the new coffee shop in Al Barsha? Be specific. I had one start-up to consult, and all they wanted was more business- and their adverts were everywhere, just like confetti in a parade.
So what initially could seem as a very broad idea finally came into focus with the end result of- getting 50 new leads to our coworking space in Downtown Dubai by Ramadan, thaaangs finally began to fall into place.
There is no other market like the one in Dubai, as all the expats, the locals, and the tourists interact. Your goals should, therefore, be the same.
When you want to target tourists, consider the season. In the case you are attempting to attract residents, consider what the city has in terms of neighborhoods. A resident in Deira may not always need the same thing that a resident in Dubai Marina does.
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Step 2: Know Your Audience (Hint: It’s Not Just “Everyone”)
This was the rookie error I’m still seeing all the time: it is trying to target the whole city of Dubai. Spoiler, it does not work. I have found that you always get a lot better results when you work hard.
Do you market to the Emirati families? The young Indian professionals? Russian-speaking investors? Every group has peculiarities and online manners.
The audience targeting tools by Google are powerful, yet the only opportunity to make them work is by using them correctly. In this case, I have previously worked on a luxury watch store campaign.
We showed ads at the neighborhood, and different languages broke out, and, wow, the difference was night and day.
Arabic language google ads worked far better in Mirdif and Al Barsha, whereas the English version smashed it in Business Bay and the Marina.
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Step 3: Nail Your Keyword Research
This is where the magic (or disaster) is done. The market of Dubai is ultra-competitive- the trade is very intense, particularly in real estate, hospitality, as well as e-commerce.
Other times, even the most obvious keywords will cost so much that you will have lost your budget before breakfast.
My preference in this respect is Keyword Planner of Google, however, I also find out what other competitors working in a certain field do.
Pro tip- drop their landing pages in a tool such as SEMrush or Ahrefs and get a look at what keywords they are bidding on.
You can fib, and you should not disregard the so-called long-tail keywords (or rather, substitute the phrase like “best vegan brunch Dubai 2024”) in lieu of the keywords like “brunch Dubai” only.
I have discovered that such extended statements can fetch quality leads at a relatively small fraction of the cost.
It is also wise to use some negative terms. There was one time that I had a client whose advertisements were coming up when job seekers were browsing, but not customers (oops!). We took a short change of the negative keywords list, and we were there.
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Step 4: Write Ads That Speak “Dubai”
It is the good bit now, which is to put the ads in. This is where the local flavor comes into play in a big way.
Individuals in Dubai react to several stimuli than, perhaps, the Londoners or people in New York. They also wish to know that you understand their way of life.
I always suggest mentioning local landmarks (which in Dubai is Mall of the Emirates) talk about the exclusive events held in Dubai (Ramadan, Dubai Shopping Festival) , or even some introductory Dubai slang.
Also, consider the seasonal aspect- advertisements of outdoor interest perform better in the winter with ideal weather. In summer? Promote indoor experiences or have it delivered.
And it is better not to be afraid of A/B testing. I have had an experience of placing two ads that were almost the same, regarding a delivery app. What is the reason behind the difference?
One wrote that there is free delivery to Dubai, and the other simply said fast delivery. Which one won? Yup! Free is the best thing about the city.
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Step 5: Build Landing Pages That Convert
This is the step that most people of always rush into and regret it. When you have users redirected to a generic home page, then you are just burning cash.
Dubai folk are too impatient (we confess), and the landing page should be quick, stylish, and give straight answers to their queries.
My checklist: good heading, powerful call-to-action, testimonials at a local level, and phone number that is local and has a Dubai code (credibility factor!).
In fact, 3-4 years ago, one simple 360 virtual tour of the apartments helped a real estate business to increase their leads twofold. Small change, big effect.
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Step 6: Set Your Budget (And Don’t Panic)
I think with AED 50-100 a day, most campaigns locally can get started. However, and this is the key aspect of it all, you cannot calculate your achievements after only a few days.
Take at least seven days to work in the campaign before coming up with major changes. Machine learning requires some time to get its wizardry on the part of Google.
And when you are within the busier neighborhoods, such as the hotels or the property, then you will pay more per click.
In other cases, it is even possible to pay attention to less noticeable keywords or even place ads at unusual times (in the middle of the night and at dawn).
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Step 7: Track Everything (Seriously, Don’t Skip This)
You may as well throw your budget in the Dubai Fountain unless you are keeping a tab on conversions. Install Google Analytics, map it to your Google ad account, and trace all leads, sales or phone calls.
One of the major insights that I have missed is the fact that I had forgotten to monitor phone calls. I ran the forms, but what I did not understand was that most of the leads were calling and not filling forms!
For smarter insights and better performance, especially if you rent Google Ads account, conversion tracking is non-negotiable.
You can set up conversion tracking for phone calls, contact forms, and purchases. And don’t forget about remarketing- Dubai’s shoppers love to browse, so gentle reminders help a lot.
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Step 8: Master AdWords management Dubai Style
So, this is the interesting part, go into Google Ads management style. This is not only creating campaigns and leaving them that way.
In Dubai, this market is dynamic, that is, new businesses arise, seasonal events come and go, and audience preferences are going with the wind.
Give a check-up to your campaigns at least 2 times a week. Seek out the things that are working (or that are not).
Do some of your keywords burn holes in your pocket? Do you lose ground in your ad placement? Is it Ramadan here, and does it mean you need to adjust its messaging? Stay nimble.
During Eid, in one such campaign of a retail chain, we have been able to generate an increment on sales of 30 per cent by reallocating budgets inthe direction of mobile advertising.
And, frankly, there is no need to be afraid to halt or kill off those adverts that are performing poorly. It is not so bad to say that something goes wrong when it is not working. Actually, that is what makes the top-notch marketers thrive in Dubai.
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Step 9: Focus on AdWords Optimization
It is a little secret: the best campaigns are never finished. It can always be optimized, with more effective headlines, more targeted, and better landing pages.
What makes a good campaign great and a mediocre campaign? Unstoppable optimization of Google Ads services UAE.
I tend to spend one hour per week simply reviewing data and brainstorming on how to improve it.
Other times, the needle can be moved by something as straightforward as shifting the ad schedules to coincide with the times when people are actually searching. In other cases, you may have to reconsider your whole plan.
The latest case: one of my clients was sure that Instagram was the most appropriate platform to advertise their beauty salon.
However, we had two times the ROI after a month of Google Ads. Why? Due to the active search of services by people in Dubai and not scrolling.
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Step 10: Keep Learning, Stay Curious
Dubai is not a place to do digital marketing for the weak. Fashions change overnight and what was a success in the strategy yesterday may fail today.
I keep up to date by reading what Neil Patel has to say, reading the news at the Google office in Dubai and reading what local experts are saying on LinkedIn.
What is it that makes the best performers? They do not cease to experiment. It can be testing new ad formats or daring offers, but they never stop- and no, sometimes they fail.
However, the reality is that when your initial campaign fails to illuminate the Burj Khalifa, it is not a big deal. Be consistent, learn, and never break the rules.
When your account is in a rut, our Google Ads suspension recovery service can get you back on track in no time.
This is one of the things that I have observed: the most successful advertisers in Dubai are those who never give up on experimenting. They experiment with new ad formats, new offers and do not fear failure.
When you are new to practical management, or need some good advice, whatever you require. I have witnessed the power of a good strategy to take an ailing campaign and make it a success story and I would love to help you write yours.
Business, do not be disappointed when your initial campaign does not illuminate the Burj Khalifa. Just persevere, continue to learn, and you will get there.
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Conclusion
Congratulations if you have got this far! Just by learning, you are ahead of most businesses in Dubai. This is not an easy task to achieve Google Ads success, but it is a possibility.
Always have specific objectives, understand your audience, continue to make adjustments, and never be satisfied with good enough.
But hey, all this may sound daunting, you do not need to go it alone. Admoon is a company specialized in making your Dubai business get the best out of its Google Ads investment. All the Best!
