Google Ads Management: UAE Healthcare Lead Generation

A complete Google Ads account restructure and ongoing management engagement for a multi-clinic healthcare group operating across Dubai and Abu Dhabi. **The Brief** The client had been running Google Ads in-house for 18 months. CPL was AED 737 against an industry benchmark of AED 250–350. The account was generating only 38 qualified appointment requests per month against a target of 100+. **Our Approach** *Account Architecture* Restructured from one broad campaign to 8 service-specific campaigns (GP, dermatology, orthopaedics, gynaecology, cardiology, paediatrics, dental, aesthetics) with 34 ad groups and 680 tight keywords. *Conversion Tracking* Rebuilt conversion tracking via GTM: separate actions for form fills, phone calls, and WhatsApp clicks — the highest-converting touchpoint for Arabic-speaking patients. *Landing Pages* Built 8 service-specific landing pages with WhatsApp click-to-chat, click-to-call, and above-the-fold form placement. *Bidding* Migrated to tCPA bidding targeting AED 300 CPL; stabilised within 15% of target from month 4. **Results** - CPL: AED 737 → AED 250 (66% reduction) - Monthly appointments: 38 → 112 - Conversion rate: 2.1% → 8.4% - Client expanded budget to AED 42,000/month in month 8