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 Their goal was to drive website traffic and conversions from day one, but their initial challenges included a small, outdated website that lacked a strong brand presence and was not optimized for conversions.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.

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