Case Study: 6,000 Leads That Weren't Customers

The problem

The dashboard said AED 10 per lead.

Google Ads reported 6,095 conversions at AED 10.55 each over 90 days, on AED 64,305 of spend

98.7% came from two Performance Max campaigns; 90% were attributed to Display and Google Maps

Most "conversions" were map taps, direction requests and profile views, not calls, WhatsApp messages or forms

Real enquiry actions were set as secondary, so bidding ignored them

Search was bid for clicks, and 73.5% of Search spend produced zero conversions

Nobody could say what a real enquiry or a booking cost.

What we did

Count, fix, then scale what works.

Step 1

Rebuilt tracking

WhatsApp, calls and forms, per branch, set as the goals Google optimises for.

Step 2

Moved budget

Performance Max cut from 52% to 7% of spend; money moved to high-intent Search.

Step 3

Restructured Search

Service-level campaigns per branch, so budget follows demand.

Step 4

Checked every change

Against real contacts, logged in a change log.

Early results

First 45 days vs the 90 days before.

Daily spend up only 6% (AED 703 → 748).

+159%high-intent search clicks per day (21 → 55)

−21%search cost per click (AED 16.10 → 12.72)

~1,070real contacts tracked in 45 days (calls, WhatsApp, forms)

~AED 31cost per tracked real contact, now measurable

Reported conversions fell sharply, on purpose. The old number counted map taps and profile views. The new one counts people who actually got in touch.

Start with a free audit

Send us your website and we'll show you where your ad budget is leaking, where customers are dropping off, and what each real customer actually costs you. No commitment, no sales pressure — the findings are yours to keep.

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