Google Ads managed to contribution margin, not to a platform dashboard. Every campaign answers to the same question: what did this pound bring back?
05 services
This is the breakdown we find on a typical AED 10,000 month before we touch anything. Recovering it is usually the fastest win available.
Paying for searches unrelated to what's sold
Jobs, free, DIY and competitor terms soaking up clicks that never convert
Paying for traffic organic listings were already winning for free
Bidding trained on the wrong signal, so the algorithm optimises toward nothing
01 — Search campaigns
Tight match types, aggressive negatives and ad copy written for the search rather than the brand guidelines. Structure that a human can still read six months later.
Safety Vinyl Roll,
2m
AED 142.00
LVT Plank, Oak,
3.3m²
AED 89.50
Carpet Tile,
Charcoal
AED 31.20
Entrance
Matting, 1m
AED 64.00
02 — Shopping & Performance Max
Performance Max is only as good as what you feed it. We fix titles, attributes and stock signals in the feed first, then segment so you can still see what is actually working.
03 — Display, video & remarketing
Most of the money sits in the gap between a viewed product and a completed order. We build audiences off real behaviour and run the cheapest ads on the warmest people.
04 — Tracking & measurement
Smart bidding learns from whatever you give it. If the conversion signal is wrong, the algorithm gets very good at buying the wrong thing — so this is the first job, not the last.
Paid search is the one channel that can pay back inside a quarter. There is no reason for a six-week onboarding.
Account, tracking and search terms pulled apart. You get the wasted spend number before you commit to anything.
Tracking fixed first, then structure, negatives and ad copy. Nothing launches on a broken conversion signal.
Campaigns live on a controlled budget while the bid strategies gather enough data to be trusted.
Budget follows what returns. We increase spend only where the margin holds at the higher volume.
The client had one campaign, broad match on everything, and a conversion action that fired on the contact page rather than a completed order. Smart bidding had spent eighteen months learning to buy form abandonments.
We rebuilt tracking against real orders in their CRM, split the account by margin band, and added 1,400 negatives in the first fortnight. Budget only went up once the new signal had proven itself.
"We were not spending too little. We were spending it on the wrong searches."
| METRIC | BEFORE | AFTER | CHANGE |
|---|---|---|---|
| Monthly ad spend | AED 9.2k | AED 22.1k | +140% |
| Cost per order | AED 184 | AED 114 | -38% |
| Blended ROAS | 1.6× | 4.2× | +163% |
| Wasted search spend | 41% | 6% | -35pt |
| Tracked conversions | Form views | CRM orders | Rebuilt |
| Impression share | 22% | 61% | +39pt |
Paid media is easy to coast on. Every month has a defined output, and you can see the account whenever you like.
The ones that come up on nearly every first call, answered honestly.
You do, always. We work inside your account under manager access. If we part ways you keep every campaign, every audience and the full history — there is nothing to migrate and nothing held hostage.
The minimum media budget depends on the results you are looking for, and the history of ROAS in the same industry. For example, if you want total sales to be minimum AED 50,000 with average order value of AED 250, you need 200 orders in total. And the historical data for the same industry suggests that cost per order in the industry is on average AED 50. The total marketing budget suggested will be AED 10,000.
Wasted spend usually drops in the first fortnight, because negatives and match type fixes take effect immediately. Bid strategies need two to four weeks of clean data before they settle, so judge performance from week six rather than week two.
No. A percentage fee rewards us for spending more of your money, which is the wrong incentive. We charge a flat monthly management fee agreed against scope, so increasing budget is a decision about returns rather than about our invoice.
Usually yes, and we'll tell you where they're costing you. If a page is the bottleneck we'll say so with the numbers behind it — but we won't hold the campaigns hostage to a redesign.
On statistical significance, not on the calendar. A test runs until the difference is real at 95% confidence or until it's clear there isn't one — which sometimes means a test spans two reporting cycles. Calling winners early is how agencies accumulate changes that quietly do nothing.
Yes, but not from this page. Google specifically is what's covered here; cross-channel budget allocation across paid search, paid social and retargeting sits under performance marketing.
Give us read access for a week and we'll come back with the wasted spend figure, where it's going, and what we'd change first. No obligation either way.
Or email info@alnoormedia.ae
