MONOLITH: 2,132 Dubai property leads in 7 months

Reduced SQL cost by 30% and generated 2,132 leads in 7 months with Meta Ads. Dubai real estate case study.

MONOLITH is a Dubai real estate agency. This case study covers its Dubai property advertising campaign on Meta Ads.

MONOLITH’s marketing manager approached us to improve on the results delivered by previous contractors. We audited the account, identified opportunities for growth and proposed our own solutions.

The client first wanted to make sure the new team would be comfortable to work with, and then to see whether our solutions could deliver better results.

The main goal was to bring SQL cost below $150; at the time, it was over $200.

For the first month, we set an ad budget of $2,100 and targeted Russian-speaking audiences in Kazakhstan, Turkey, Georgia, Belarus and Ukraine.

After a successful first month, we also added English-speaking audiences in Europe and the US.

Russian speakers in Kazakhstan, Turkey, Georgia, Belarus and Ukraine, as well as English speakers in Europe and the US.

Dubai real estate advertising funnel

After reviewing the previous team’s work, we concluded that most of the funnels were unnecessary and ineffective.

The campaign used a quiz, lead form, Instagram and a landing page. We kept only the lead capture form.

Lead form

We did not improve the working form’s CPL, but we significantly increased conversion to SQL and cut invalid leads by three times. How?

– Strengthened form filtering and added an additional data check

– Delivered the lead magnet immediately after submission instead of during a call with an agent

– Revised the Intro Page copy to explain more simply and clearly what we offer, to whom and why.

Dubai real estate advertising offer

We used two offers: (1) a catalogue as a lead magnet and (2) creatives for individual properties, including new launches and hot deals. Alongside the general catalogue, we offered a personalised property selection based on area and price. Many companies offer this, but that does not mean the offer cannot work: many other details also affect results in this niche.

Our conclusion: you do not have to stand out at all costs in this niche. The key is to deliver what you promise in your ads. Many companies fail to do so because they lack expertise, systems and communication between teams.

Launching Meta Ads and initial analysis

The first launch was not very successful in terms of qualified lead cost. In this project, a qualified lead was someone who confirmed their interest and the enquiry, expected to buy property within the next 2–3 months and actively continued the conversation.

At first, we were unsure whether to make the form more complex and add verification checks. We changed the campaign optimisation structure, but that did not help. We received many cheap leads costing under $10, but 90% were invalid and the remaining 10% did not become qualified leads.

Meta Ads campaign analysis

We revised the communication strategy: creatives became less glossy and more straightforward. We also removed unnecessary percentages, returns and similar claims from the copy.

Next, we created two form variants. The first had fewer extra questions but included data verification. The second had more questions but no verification.