The client
Mered, a real estate developer in the UAE, looking to penetrate the GCC market and stimulate brand awareness, leads, and qualified lead growth across Europe, GCC, and CIS regions.
The challenge
The client faced a high starting price for the promoted product (~$ 1M), meaning advertising needed to be highly targeted to High Net Worth Individuals (HNWI). The challenge was to reach the right audience efficiently while building awareness and generating qualified leads.
The solution
The solution involved implementing a full-funnel marketing approach using a variety of channels, including Yandex Ads, Google Ads, X Ads, Meta Ads, LinkedIn Ads, DV360, as well as third-party suppliers through affiliate and programmatic networks.
Key initiatives included setting up full-funnel tracking and analytics, adopting a monthly test-and-learn approach to evaluate new platforms, and running creative communication tests with 3−10 different creatives and messages each month. Campaigns were delivered in English, Russian, and Arabic to align with the preferences of the target audience.
The results
The campaign generated a stable flow of 300+ qualified leads per month, with a lead qualification rate exceeding industry benchmarks. We established a robust full-funnel tracking and analytics system and implemented a continuous testing process to optimize platforms and creative messaging. As a result, brand awareness grew by over 50%, measured through incremental brand lift and search lift.
