Driving Traffic and Conversions for a Dubai-Based Steel Furniture Manufacturer

The client is a steel furniture manufacturer based in Dubai, specializing in high-quality products such as interior fit-outs, glass enclosures, smart lockers, and company furniture. Their goal was to drive website traffic and conversions from day one, but their initial challenges included a small, outdated website that lacked a strong brand presence and was not optimized for conversions.

Google ads results

 Challenges

  • Unattractive Website: The client’s website had an unprofessional look and feel, which hindered their ability to position themselves as a brand that sells high-ticket goods.
  • Low Traffic and Conversions: With no pre-existing traffic or conversions, the client needed a strategy that would quickly generate both, despite their limited digital presence.
  • Performance Max Campaign Inefficiency: In Google Ads, the Performance Max campaign, which was initially deployed, did not yield the desired results due to the specific audience’s nature.
  • Poor Lead Quality in Meta Ads: While early efforts in Meta Ads generated leads, their quality was subpar, which made converting them difficult.
Leads info

Objectives

Build a recognizable, trustworthy brand that could compete in the high-ticket steel furniture market.

Drive high-quality traffic to the website to generate leads and conversions from day one.

Improve the performance of Google and Meta ads to optimize for fast conversions at a reasonable cost.

Strategy Implementation

The first priority was to revamp the content structure and appearance of the website. This involved:

  • Content Restructure: Rewriting product descriptions, adding more detailed service offerings, and ensuring that the site conveyed the quality and expertise needed to attract high-ticket buyers.
  • Design Adjustments: Enhancing the look and feel of the website to align with the expectations of potential customers in Dubai’s competitive steel furniture market.
  • Landing Page Optimization: Tailoring landing pages for individual categories, such as interior fit-outs and smart lockers, to provide a clearer value proposition and better user experience, reducing bounce rates and increasing engagement.

After improving the website structure, Google Ads was the next focus. The approach included:

  • Budget Increase and Category Segmentation: Initially, the daily budget for Google Ads was 150 AED, which was too low to see meaningful results. The budget was increased to 500 AED/day, and ad campaigns were segmented by product categories (interior fit-outs, glass enclosures, smart lockers, etc.).
  • Manual Bidding for Fast Conversions: Recognizing the urgency for quick results, manual bidding strategies were employed from day one. This allowed better control over ad spend and a more aggressive push toward conversions.
  • Switching Bid Strategies: Once the campaigns matured and conversion data accumulated, different bidding strategies were tested to further optimize cost per conversion.
  • Gradual Budget Increase: Over 2-3 months, the budget was gradually scaled, and conversion rates improved to 100-150 AED per conversion.

Simultaneously, branded and lead-generation campaigns were launched on Meta to tap into the social media audience:

  • Branded Ads for Awareness: These ads focused on introducing the brand to potential customers, showcasing the uniqueness and quality of the company’s offerings.
  • Lead Form Ads: For segments like interior fit-outs and company furniture, lead form ads were employed to directly capture inquiries from potential customers. This was initially met with a high volume of low-quality leads.
  • Lead Qualification Improvement: After analyzing the lead data, optimizations were made to both the landing pages and lead form templates, which greatly improved the qualification process.
  • Cost-Effective Conversions: As a result of the optimizations, the cost per lead on Meta was reduced to 50-55 AED per conversion.
  • Increased Traffic and Conversions: Within three months, the client’s website began generating consistent traffic and conversions.
    • In Google Ads, conversions were achieved at an average cost of 100-150 AED.
    • Meta Ads campaigns, which initially struggled with lead quality, eventually delivered high-quality leads at 50-55 AED per conversion after landing page and lead form improvements.
  • Improved Brand Perception: The revamped website and well-targeted ads contributed to establishing the client as a reliable and professional brand in Dubai’s competitive steel furniture market.
  • Efficient Ad Spend: By segmenting categories and manually managing bids in the initial stages, the campaigns were able to quickly identify and capitalize on high-converting opportunities. This allowed for a smoother transition to automated bid strategies without compromising conversion rates.
  • Importance of Website Optimization: A strong website structure and appealing content are essential for high-ticket product sales, particularly in a market like Dubai.
  • Gradual Budget Scaling: Starting with a smaller budget and gradually increasing it allows for better learning and optimization without overwhelming the system or overspending.
  • Bid Strategy Flexibility: Starting with manual bidding enabled quick optimization for conversions, while shifting to automated strategies helped maintain performance as the campaign scaled.
  • Continuous Optimization: Both Google and Meta Ads required ongoing adjustments to landing pages, ad segments, and templates to maintain and improve lead quality over time.

Download My Portfolio

Want to know more about my Portfolio?

Click the link in the right and you can request my portfolio via WhatsApp

Portfolio QR
Request via WhatsApp

Latest Blogs on Digital Marketing

Want to be updated in the field of Digital marketing with SCORSH? Check out latest blog now.

GMB and Organic SEO for a Health Niche Website

SCORSH SEO

GMB + Organic SEO for a Health Niche Website Project Overview In the competitive realm of medical testing and diagnostics, building a strong local presence for a niche health business website focused on blood tests and related services can be daunting. This project centered on a health niche business with a solid social reputation, which … Read more

Learn more

Whom to Hire to Run Your Ads on Meta Platform

SCORSH Social Media Marketing

Whom to Hire to Run Your Ads on Meta Platform Hiring the right person to manage your ads on the Meta platform (including Facebook and Instagram) is crucial if you want to get your money’s worth. Given how competitive digital advertising has become, understanding whom to hire for Meta ads is one of the most … Read more

Learn more

November 2024 Google Core Algorithm Update

SCORSH SEO

Google Core Update Nov. 2024 Understanding the November 2024 Google Core Algorithm Update Google’s latest core algorithm update, launched in November 2024, brings new insights and adjustments that aim to refine the quality of search results across various industries. Core updates like this one usually involve broad changes to Google’s ranking systems, affecting websites across … Read more

Learn more
logo

A Well Versed Digital Marketing Consultant Having True Affinity to Examine, Apply, and Update Different Strategies Since Years. Start Working with Internet Savvy Who has been Helping Businesses to Enhance their ROI and Brand Presence Across the Web.

Useful Links

SEO
Ads Management
Social Media Marketing
Video Marketing
Link Building

Contact us

Call now