Google Ads · Window furnishing, Dubai
Nearly two thousand leads in a market everyone is bidding on
Custom Blinds & Curtains sells made-to-measure window furnishing to homes and offices in Dubai. Home services in the Gulf is one of the most aggressively contested paid search markets there is, and the account had to produce leads at a rate that survived that competition.
The situation at the start
Expensive clicks and a purchase nobody completes online.
Dubai home services carries some of the highest cost-per-click in the region, and made-to-measure furnishing cannot be bought in a single session. The customer needs a measurement visit before anyone can quote, which means the campaign is buying an appointment, not a sale.
That changes what a good account looks like. Optimising toward purchases would find almost nothing; the account had to be built to generate qualified measurement requests and to keep the cost of those requests defensible against a rising click price.
Client Google Ads account, September 2023 to June 2025.
The approach
Four workstreams,
one engine.
Each stream existed to make the others measurable. Nothing here was run in isolation.
Buy the measurement, not the sale
The account optimises toward the step the customer will actually take.
- Free measurement request set as the primary conversion
- WhatsApp and form routes both tracked as leads
- Lead quality reviewed rather than raw volume
- Reporting framed around cost per qualified enquiry
Search plus Performance Max
Fourteen campaigns covering intent, product and audience.
- Search campaigns on high-intent product and service terms
- Performance Max for discovery and remarketing coverage
- Product lines separated so budget follows margin
- Campaign-level control so weak performers can be paused cleanly
Protect the budget from the wrong searcher
In an expensive market, exclusions are the main lever.
- Negative lists built from live search term data
- DIY and materials-only searches excluded
- Emirate-level location control
- Device and schedule adjustments against real lead patterns
Match the ad to the room
Conversion rate is decided after the click.
- Ads pointed at the specific product page, not the homepage
- Climate and function messaging carried through from ad to page
- Free measurement offer consistent across ad and landing page
- Enquiry friction reduced at the point of arrival
The results
A lead engine that held up against a rising click price.
The account produced 1,970 tracked conversions from 30.5K clicks, a conversion rate of 6.43% sustained across nearly two years in a market where paid competition increased throughout the period. Against AED 86.6K of managed media, that is roughly AED 44 per measurement request.
The structural decision that made this work was optimising toward the free measurement request rather than an online sale. Made-to-measure furnishing is never bought in one session, so an account chasing purchases would have found almost nothing to optimise against.
Conversions by period
Google Ads · Sep 2023 to Jun 2025Account at a glance
Google Ads · full periodAll figures read from the client's Google Ads account for the stated window. Account identifiers are not reproduced. Managed spend is the account total for the period; cost per conversion is derived from that total and the recorded conversion count.
Key takeaways
What made
the difference.
- 1Optimise toward the step the customer will take
For considered purchases the conversion is the appointment, not the sale. Getting that definition right decides everything downstream.
- 2Expensive markets are won on exclusions
When clicks are costly, the negative keyword list protects more margin than any bid adjustment.
- 3Send the click to the room it asked about
Ads pointed at specific product pages convert; ads pointed at the homepage pay for a second search.
- 4Give the lead more than one route
Form and WhatsApp side by side captures people who would abandon a form.
Related work
More like this.
Other engagements that shared a discipline with Custom Blinds & Curtains.
PakistanConversions, cumulative849conversionsAugust 2023June 2025Google AdsTooth Crew Clinic849 tracked conversions from 21.1K clicks at an 11.1% click-through rate, across nearly two years of continuous management.849conversions21.1Kclicks11.1%click-throughRead the case study →
PakistanClicks, cumulative10.5KclicksSeptember 2024June 2025Google AdsTeeth Aligners10.5K clicks at a 9.9% click-through rate and a Rs 91 average cost per click, for a specialist treatment with a long decision cycle.10.5Kclicks9.9%click-throughRs 91avg. CPCRead the case study →Your turn to be the case study
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