The challenge
Union Properties has been building Dubai communities for decades, but the paid acquisition layer had drifted into a CPL chase that didn't reflect the brand.
The previous setup was optimising for the metric the ad platforms showed first, clicks, leads, then more leads, without enough signal back from the consultants on what was actually closing.
The brief: rebuild the paid engine around real pipeline quality, not platform-level vanity. Protect the Union brand at the same time.
Our approach
We replaced volume-first tactics with a unit-economics-led paid system, feeding consultant outcomes back into the model every week.
- Unit-economics-led paid system across Meta, Google, Bayut, and Property Finder, optimised against consultant close-rate, not just lead count.
- Conversion-led creative platform tuned to the community-buyer profile, with weekly creative refresh from a dedicated creative pod.
- Server-side tracking infrastructure recovering the signal lost to iOS and cookie-policy changes, and routing each inquiry to the right consultant.
- CRM-led nurture automating broker hand-off and follow-up, so no qualified inquiry sits cold while a consultant catches up.
What we delivered
- Always-on Meta + Google paid system
- Portal optimisation across Bayut + Property Finder
- Server-side tracking + CRM hand-off
- Weekly creative refresh cycle
- Weekly performance memo + monthly strategy
- On-call senior pod
Outcomes
The goal was never a vanity number on a slide. It was a system that compounds, quarter on quarter, release after release.
- Lower CPL QoQCost-per-lead trending down quarter over quarter as the creative and audience model compound.
- Cleaner pipelineConsultant feedback on inquiry quality moving from mixed to consistently positive.
- Higher viewing rateLead-to-viewing rate lifting steadily as the audience targeting tightens.
- Stable ROASReturn on ad spend holding even as we expand into new audience segments.
"They simplified what other agencies had over-complicated. Lead quality and consultant pipeline both moved in the right direction."
Head of Growth, Union PropertiesWhat's next
We continue to operate the paid layer week-to-week, expanding into adjacent audiences, sharpening creative, and feeding consultant signal back into the model so each quarter compounds on the last.
