Google Ads puts you in front of people who are already looking for what you sell. Done properly, it is the fastest route to qualified enquiries available to a UAE business. Done badly, it is the fastest way to spend a budget learning nothing.
Why most Google Ads accounts waste money
When we audit an existing account, the same six problems turn up in almost every one.
Conversion tracking is missing, broken, or counting the wrong thing. An account optimising toward a page view instead of a submitted enquiry will confidently spend your budget on the wrong people.
Broad match keywords with no negative list. A plumber in Sharjah paying for plumbing courses and plumber salary UAE is not a hypothetical. It is the single most common leak we find.
One campaign carrying every keyword. Budget cannot be controlled, and the search terms producing results cannot be separated from the ones burning the money.
Ads pointing at the homepage. Someone who searched for a specific service and landed on a general homepage has to find their own way. Most will not bother.
Automated bidding switched on before there was any conversion data to learn from. Smart bidding needs signal. Without it, it optimises toward noise.
Nobody reads the search terms report. It is the only place the account tells you, in plain language, what people actually typed. It is also where the waste is visible.
What we do differently
Tracking before spending
Google Analytics 4 and Google Tag Manager are configured, conversion actions defined, and every one tested with a real submission before a campaign is switched on. Phone calls, form submissions and WhatsApp clicks are all tracked as separate conversion actions, because for most UAE businesses the phone and WhatsApp carry more enquiries than the form does.
Intent-led campaign structure
Campaigns are separated by intent and by margin, not by convenience. Someone searching for an emergency service is a different buyer from someone searching to compare prices, and they should not share a budget, a bid or an ad.
Negative keywords from day one
A negative list is built before launch from the obvious waste in your category, then reviewed weekly against the live search terms report. This is unglamorous and it is where most of the saving is.
Landing pages that match the ad
Every campaign points at a page about the thing that was searched for, with one clear action on it. Where that page does not exist, we build it. Sending paid traffic to a page that was not built to receive it is throwing away the money already spent on the click.
Campaign types matched to the goal
Search for existing demand, which is where most budgets should start. Shopping and Merchant Center for online stores, including feed setup and product data quality, which is where most store campaigns fail. Performance Max once there is conversion history for it to learn from, not as a first campaign, whatever the Google representative on the phone suggests. Remarketing for the large majority who visited and left, which is usually the cheapest conversions in the account. Display sparingly, for awareness, with placement exclusions applied.
What you receive each month
A report covering spend, conversions, cost per lead, cost per acquisition and conversion rate by campaign. The search terms that produced results and the ones added as negatives. What was changed and why. What is being tested next. Written so you can read it in five minutes without a call, and a call if you want one.
How Google Ads pricing works
Two separate numbers.
Your ad spend goes to Google. It is billed to your own payment method on your own account. We never mark it up, never bill it through us, and never take a percentage of it, because a percentage of spend rewards an agency for spending more of your money.
Our management fee is a flat monthly amount in AED, based on the number of campaigns, the complexity of the account and whether landing pages are being built.
There is a practical minimum ad spend below which paid search cannot gather enough data to optimise, and we will tell you on the first call if you are under it rather than taking the fee anyway. Below that floor, your money works harder on SEO, your Google Business Profile or fixing your website.
Frequently asked questions
It depends on the cost per click in your category and how many leads you need. The practical approach is to work backwards: decide how many enquiries you want monthly, estimate conversion rate, and multiply by the cost per click your category commands. We do this calculation with you in the growth plan, in AED, before you commit anything.
You do. The account is created under your name and billing, with access shared to us as managers. If we stop working together, you keep the account, the conversion history and the data. An agency that runs your campaigns inside its own account is holding your performance history hostage.
Campaigns can produce enquiries within days of launch, because you are buying attention that already exists. The first two to three weeks are usually spent gathering data and cutting waste, so judge cost per lead from week three or four rather than week one.
No. The fee is flat and monthly. Percentage-of-spend pricing gives an agency a financial reason to recommend a bigger budget, which is a conflict of interest sitting at the centre of the relationship.
Often yes, and it is usually faster and cheaper, because an account with conversion history has something worth keeping. We audit first and tell you honestly whether the structure is salvageable or whether starting clean will cost less than repairing it.