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.
