Google Ads Management UAE — Ezee Hire Lead Generation Case Study

The challenge: Ezee Hire is a UAE-licensed domestic worker recruitment agency operating across Dubai, Abu Dhabi, and Sharjah — a category where the Google Ads auction is intensely competitive, CPCs are high, and the single biggest structural problem is budget bleeding to job-seekers rather than hiring businesses. When I took over the account in November 2023, conversion tracking was incomplete (WhatsApp and phone leads invisible to the algorithm), the campaign structure had no separation between employer-intent and job-seeker-intent traffic, and bilingual Arabic campaigns were absent despite Arabic-speaking employers representing a significant share of the market.

The approach: The engagement started with a full account audit before a single campaign was touched. Three structural problems were identified and addressed in sequence: conversion tracking, keyword architecture, and language strategy.

Complete WhatsApp and phone call tracking was implemented via GTM — giving Google's smart bidding algorithm visibility into every lead channel, not just form submissions. This single change increased tracked monthly conversions by over 40% without any change to targeting or budget, and gave tCPA bidding the data density it needed to optimise effectively. A SKAG/STAG hybrid campaign structure separated employer-intent keywords from job-seeker traffic across both languages, with over 300 Arabic and English negative keywords built from search term history to eliminate wasted spend. Dedicated Arabic campaigns were built from scratch with native copy tailored for Emirati and Arab expat business owners — not translated from English.

Performance Max was introduced progressively from mid-2024, initially alongside Search and eventually as the primary volume-driving channel. The FEB26 Performance Max campaign became the account's peak performer — 23,027 conversions at AED 0.95 CPL across its active period.

Results across 18 months of management:

• 83,000+ total conversions generated across all campaigns
• 8.6 million+ impressions across Search and Performance Max
• 279,000+ clicks from intent-qualified UAE audiences
• AED 0.95 lowest CPL (Performance Max FEB26)
• 13.78% peak CTR (Arabic Search campaigns)
• 45+ campaigns managed across bilingual EN/AR architecture
• 6 campaigns running simultaneously at peak with tCPA bidding on mature conversion data

The outcome: An account transformed from a poorly-tracked, structurally fragmented campaign into a mature, data-driven lead generation engine — running bilingual campaigns with complete conversion visibility, employer/job-seeker intent separation, and Performance Max delivering qualified leads at under AED 1 per conversion at its peak.

PPC Duration: November 2023 — Presen

Running Google Ads in the UAE without complete conversion tracking or bilingual campaign architecture? Book a free audit