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Case study · Real Lead Audit

Google Ads said AED 68 per lead. The real number was AED 218.

A Dubai property management company spending ~AED 9,500 a month on Google Ads to reach property owners. This was an audit: we diagnosed the account; we did not manage it.

Three sources, three answers.

89 days, June–September 2026.

415leads per Google Ads (AED 68 each)
921"key events" per Google Analytics (AED 31 each)
~130leads actually received, by the client's own estimate
~AED 218real cost per lead: about 3x what was reported

Where the gap came from.

Calculator interactions and button clicks counted as leads, equal to real enquiries
At least 6 actions sent to both Analytics and Google Ads: double-counting risk
Real enquiry actions set as secondary, so bidding ignored them
Budget drifting into a much larger, different-intent search market
62% of spend on keywords with Quality Scores of 1–3/10; mobile pages scoring 39–43/100 on speed

What was fine: negative keywords were already strong. The problem was what got counted, not what got searched.

What we recommended.

Step 1

One definition

A qualified enquiry is the only primary conversion.

Step 2

Clean tracking

Remove double counting and dead events.

Step 3

Right intent

Rebuild keywords and ads around the customer they actually want.

Step 4

Re-measure

Fix mobile speed, then re-run the reconciliation after 90 days.

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.

Based in the UAE · Working across the GCC and beyond · +971 58 906 3368 · info@tenfolddxb.com