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Case study · Google AdsAED 154K in spend → 6,128 leads at AED 25 each
A real Google Ads account for Fix It Mates — a Dubai multi-trade maintenance brand — run across nine service lines with AI-assisted optimisation. Over a million Dubai searches reached, and enquiries at a cost most agencies can't touch.
All-time, 12 Jan 2025 – 18 Aug 2026 (all campaigns, including paused). CTR 5.47% · avg CPC AED 2.64.
Nine service lines, one of the GCC's most saturated markets
Fix It Mates competes across plumbing, electrical, HVAC, waterproofing, joinery, renovation and kitchen-equipment maintenance — each a crowded category in Dubai — on a modest daily budget, with a phone-and-WhatsApp sales process rather than e-commerce checkout.
Built for high-intent, mobile, call-and-chat demand
Nine single-service campaigns
Split by service line — each with its own budget, keyword set and landing page — instead of one catch-all campaign.
Emergency-intent keywords
"water leak", "electrician emergency", "ac repair near me" — high-intent terms over broad research traffic. That's why the conversion rate sits above 10%.
Target CPA automated bidding
Every campaign runs an automated bid strategy with a per-service cost-per-lead target — not manual guesswork.
Mobile-first, call & WhatsApp
87% of demand is mobile — Dubai residents searching from their phone mid-problem. Every ad and extension is built around call and WhatsApp taps.
Continuous AI-assisted optimisation
Ongoing negative-keyword pruning and budget reallocation toward the lowest cost-per-lead service lines — optimised with AI assistance.
The nine active campaigns
Currently-active set: 346,330 impressions · 18,138 clicks · AED 62,330 spend · 1,965 leads · AED 31.71 cost per lead. The three lowest-cost-per-lead campaigns are highlighted.
| Service line | Impressions | Clicks | CTR | Avg CPC | Spend | Leads | Conv. rate | Cost / lead |
|---|---|---|---|---|---|---|---|---|
| Waterproofing | 45,920 | 2,922 | 6.36% | AED 3.65 | AED 10,673 | 322 | 11.05% | AED 33.07 |
| Doors | 39,405 | 2,805 | 7.12% | AED 2.21 | AED 6,204 | 309 | 11.02% | AED 20.08 |
| Plumbing | 33,830 | 1,848 | 5.46% | AED 4.79 | AED 8,857 | 307 | 16.66% | AED 28.77 |
| Electrical | 34,604 | 2,355 | 6.81% | AED 4.24 | AED 9,993 | 293 | 12.48% | AED 33.99 |
| Renovation | 55,303 | 2,143 | 3.88% | AED 4.16 | AED 8,909 | 239 | 11.15% | AED 37.27 |
| HVAC / AC | 22,999 | 1,351 | 5.87% | AED 1.90 | AED 2,568 | 177 | 13.10% | AED 14.51 |
| Joinery / Kitchens | 77,458 | 2,175 | 2.81% | AED 2.88 | AED 6,259 | 165 | 7.63% | AED 37.71 |
| Kitchen Equipment AMC | 32,340 | 2,154 | 6.66% | AED 3.44 | AED 7,415 | 114 | 5.29% | AED 65.04 |
| Kids Playroom | 4,471 | 385 | 8.61% | AED 3.77 | AED 1,452 | 36 | 9.35% | AED 40.35 |
AED 14.51
Cost per lead on the HVAC / AC campaign — the cheapest acquisition in the account, at a 13.1% conversion rate.
16.66%
Plumbing conversion rate — the best-converting service line. High-intent keywords doing their job.
8 of 9
Campaigns flagged "limited by budget" — there's more demand available than the budget can currently buy.
87% of demand comes from a phone
Dubai residents search for a plumber or an electrician from their phone, mid-problem. Every landing page and ad extension was built mobile-first.
Share of impressions by device.
Nearly 6,000 direct call & WhatsApp taps
This account was built for phone-and-chat capture, not checkout:
Every top keyword is an emergency, not a browse
The highest-spend terms are all high-intent — which is exactly why the conversion rate stays above 10%.
Figures are Google Ads-reported for the account 124-273-1242 (Fix It Mates), 12 Jan 2025 – 18 Aug 2026. "Leads" are tracked contact actions (calls, WhatsApp taps, form fills), not closed jobs or revenue; no revenue or ROAS figures are implied. Fractional conversions rounded down.
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