Running Google or Meta Ads isn’t difficult. Figuring out if those ads are actually helping your business is the challenging part.
Even if a campaign is able to generate hundreds of clicks and leads, it still may end up disappointing the sales team. This is why a performance marketing agency in Dubai needs to be selected for factors beyond cost per click and lead generation.
Performance marketing begins with the business outcome
Increased spending on digital advertising throughout the region makes it apparent that increased advertising budgets do not equate to improved business results.
Take, for instance, a business in Dubai that spends AED 20,000 per month on Google Ads.
There do not need to be complex advertising campaign metrics to show that this campaign has been successful.
The advertising campaign has generated 200 leads at a cost of AED 100 per lead.
However, when the sales team reviews these leads, it is very likely that some of them will not even respond. Many may not fit the target customer profile. Some may inquire and never actually become business opportunities.
The more important question would be: how many advertising leads actually converted into sales opportunities?
Then performance marketing shifts from being an advertising topic to being a business topic.
A Low-Cost Lead Isn’t Always a Good Lead
Suppose Campaign A leads cost AED 80, and Campaign B leads cost AED 150.
Which campaign should have more funding?
It is impossible to determine which campaign performs better without analysing the quality of those leads.
If the numbers show that Campaign B has fewer inquiries but has more paying customers, then we can probably say that the more ‘expensive’ campaign is actually more profitable.
A performance marketing agency needs to delve deeper than impressions, clicks and overall lead numbers. What matters are cost per qualified lead, customer acquisition cost, conversion rate, revenue and return on ad spend.
Want to see what advertising actually yields? Talk to Decimal Technologies about measuring ad campaign performance against real business results.
Also Read: Digital Marketing Services in Dubai – Google Ads, Meta Ads, SEO & Lead Generation
Google Ads or Meta Ads? Start with Customer Intent
Companies often ask whether they should spend money on Google Ads or Meta Ads.
The answer begins with the way the customers buy or how they show buying intent.
If someone is searching for “accounting software Dubai” on Google, that person has buying intent, and Google Search is great for fulfilling this demand.
For Meta, someone scrolling Instagram or Facebook could be completely disinterested in your service. Interest must first be generated for that person to take the next step.
Some businesses have a higher dependency on one channel, while others need a combination of both.
Campaign objectives, customer behaviour, sales cycles, margins, and how a campaign performs should be considered when deciding how to split the budget over the two main advertising platforms instead of just allocating an equal amount to each.
Sometimes the Ad Isn’t the Problem
How long does it take for a landing page to load? Are your ads and headlines aligned? How many steps do these forms require? Is your page mobile accessible? How long does it take for you to respond to the query?
None of these issues can be addressed by simply reworking your Google Ads campaign.
Take a look at performance marketing as a whole. The journey begins with the advertisement and audience. Consider your landing page, website, and how you track your conversions. Consider your lead capture page, your CRM system, your WhatsApp follow-up, and your qualified opportunity.
This is where Decimal Technologies comes into play. Your advertisements, landing pages, CRM integrations and WhatsApp automation can work together as part of a connected system rather than treating the advertising campaign in isolation.
Instead of directing paid ads to your site’s homepage, direct ads to specific services and design landing pages to continue the conversation from the ads and answer the next call to action.
Also Read: Website Development Services – Conversion-Focused Websites for UAE Businesses
What Happens After an Inquiry is Made?
How long does it take you to respond to an inquiry?
Once you generate a lead or an inquiry, what other steps do you take?
Your inquiry or lead generation system can connect to your CRM. Use WhatsApp to automate your follow-ups.
This helps shorten the gap between your marketing and sales teams and helps you understand what happens with a lead after it is generated.
The end goal should not be to reach “50 leads generated.” This level of thinking does not allow for understanding campaigns that drive qualified opportunities and sales.
If your marketing report stops at leads generated, Decimal Technologies can provide a top-level view of the marketing process from the ad to the inquiry, follow-up and conversion.
What Should You Ask a Performance Marketing Agency in Dubai?
Rather than asking, “How many leads can you guarantee?”, consider the following:
- How will conversion be tracked?
- How will lead quality be quantified?
- What is the next step if the landing page is the issue?
- Can the campaign data connect with our CRM?
- What metrics would determine if we increase/decrease our spending?
- How will we determine which campaigns drive sales?
The agency should review the business model prior to determining campaign structure.
Why Decimal Goes Beyond the Advertising Dashboard
Automation in advertising platforms is growing exponentially. Google and Meta can now make informed decisions around targeting, optimisation and even bidding.
However, businesses still need to determine what they are offering, who they want to reach and what will encourage that audience to take action. They also need to consider the post-ad landing page and what happens after an inquiry is made.
Performance marketing at Decimal Technologies can be integrated with website development, custom software, CRMs and WhatsApp solutions.
The goal should not be to place an ad. The goal should be to improve the process from ad spend to a measurable business outcome.
Is Your Advertising Actually Working?
Don’t base your opinion of a campaign on the advertising dashboard.
What happened after the click?
Did the visitor ask a question or make an inquiry? Was the inquiry relevant? Did the sales team respond? Did the lead become an opportunity? Did the opportunity become revenue?
These questions help assess the performance.
If you are in need of a performance marketing agency in Dubai, talk to Decimal Technologies about your current campaigns, lead quality and conversion journey. Sometimes the problem is the ad. Sometimes the bigger opportunity is what happens after the click.