You cannot buy position one. Here is what you can buy.
Paid search run on arithmetic rather than optimism — what a click costs in your sector, how many you need before one becomes a customer, and whether that maths works before a dirham is spent.
The first thing to be clear about is what the money buys. You are not buying a position. Google ranks ads on a score that multiplies your bid by how good the ad and the page behind it are — so a competitor with a better landing page can sit above you while paying less per click. Bidding harder is the expensive way to fix a page problem.
The second is where the money goes. Almost all of it goes to Google, not to us. On a five-thousand-dirham month, five thousand dirhams of media is the client's to Google and our fee is separate and stated up front. Any agency taking a percentage of spend is paid more the more it spends; we would rather you knew our number in advance and could check what the spend did.
The third is that paid search and SEO answer different questions. Ads are a tap: open it and traffic arrives tomorrow, close it and it stops the same day. SEO is an asset that compounds and keeps working unpaid. Most sensible plans run the tap while the asset is being built, then turn it down — and the point of measuring properly is knowing when you can.
And the fourth, which nobody says out loud: almost no one can read the dashboards. Google Ads, Analytics and the platform reports are built for people who use them daily, and a business owner logging in once a month is looking at a wall of numbers with no way to tell a good month from a bad one. That is not a failing on their part — it is what happens when spend, results and the decisions between them live in three different places. So we do not hand over a login and call it transparency. You get the account, and you get a plain-English read on what it did, what it cost, and what we changed because of it.
What we build
URLs built at the moment of the click
The address the searcher follows does not exist until they search. A tracking template assembles it at click time, and it can be pointed at a results page built from their own words — /search?q=pink+sweater — a page that was never written, never sat in a sitemap, and is composed on request. This is the part that catches people, and it works because an ad destination does not need to be indexed to do its job.
Search campaigns
Built around what people actually type when they are ready to buy, not around the words you would use to describe yourself internally.
Negative keywords
The unglamorous half, and where most wasted budget lives. Blocking "free", "jobs", "salary" and the hundred other terms that spend money and never convert.
Landing pages that convert
A campaign pointed at a homepage is a campaign paying full price for nothing. Purpose-built pages lift the quality score, which lowers what you pay for the same slot.
Conversion tracking that survives an audit
Calls, forms and WhatsApp taps tracked properly, so the report says enquiries rather than clicks. Without this, every number in the account is decoration.
Dynamic search ads
Google's own product, and a genuinely powerful one: the headline is written from your real pages against what was typed. Someone searches "pink sweater", the ad reads Pink Sweaters, and they land somewhere that answers it rather than on your homepage.
Performance Max and remarketing
Where they earn their place — and said plainly when they do not, because they are the easiest way to spend a budget with nothing to show for it.
Live reporting, in plain English
Wired into our Live AI reporting desk, so the account is watched between reviews — spend pacing, a competitor entering the auction, a landing page that broke overnight — and reported when it happens rather than at month end. Written to be read by you, not by someone who lives in Google Ads.
The spend-to-outcome line
What went out, what came back, and what we changed because of it — the one connection the platform dashboards never draw for you, because spend, enquiries and decisions sit in three separate tools.
How we work
Do the arithmetic first
What a click costs in your sector, what share of clicks become enquiries, what share of enquiries become customers, and what a customer is worth. If the numbers do not work we say so before you spend, not after.
Start narrow
A small set of high-intent terms, exact and phrase, on purpose-built pages. Broad match and automation come later, once there is conversion data worth handing to them.
Cut and compound
Weekly on search terms and negatives, monthly on structure and pages. The account should get cheaper per enquiry over time; if it does not, that is the thing being reported.
What a click costs, and what that means
Indicative UAE ranges, and the arithmetic they imply on a AED 5,000 monthly budget at a 5% click-to-enquiry rate. The point is not the exact figure — it is that a legal firm and an online shop are playing entirely different games, and a proposal that quotes one number for both has not done this sum.
| Sector | Typical CPC | Clicks for AED 5,000 | Enquiries at 5% | Cost per enquiry |
|---|---|---|---|---|
| Legal & professional services | AED 20–60 | ~125 | ~6 | AED 800+ |
| Property & real estate | AED 15–45 | ~165 | ~8 | AED 600+ |
| Clinics & healthcare | AED 10–30 | ~250 | ~12 | AED 400+ |
| B2B software & services | AED 12–40 | ~190 | ~9 | AED 540+ |
| Education & training | AED 10–30 | ~250 | ~12 | AED 400+ |
| Home services & maintenance | AED 8–25 | ~300 | ~15 | AED 330+ |
| Travel & hospitality | AED 3–12 | ~670 | ~33 | AED 150+ |
| E-commerce & retail | AED 2–8 | ~1,000 | ~50 | AED 100+ |
Ranges are for planning, not quotes. Click prices are set by a live auction and move with competition, season and the exact terms you bid on — Ramadan and the summer are different markets, and one competitor with a large budget can change a sector in a week. The clicks column uses the middle of each range. A 5% click-to-enquiry rate is a reasonable starting assumption for a purpose-built landing page; a homepage typically does far worse. We verify all of it against your own account and Keyword Planner before recommending a budget.
What you get
- Account and campaign build, or an audit of the existing one
- Keyword and negative-keyword sets
- Ad copy with tested variants
- Landing pages built for the campaign
- Dynamic search ads where the site structure supports them
- Conversion tracking for calls, forms and WhatsApp
- Live reporting on spend, cost per enquiry and search terms
- A monthly plain-English read: what it cost, what it returned, what changed
Before you ask
- Can you guarantee the top spot?
- No, and the reason is structural rather than modest. Position is decided by an auction that scores your bid against your ad quality and landing page, and it re-runs on every search. What we can do is make the quality half as strong as possible, which is what buys position cheaply.
- What should I budget?
- Work backwards from the table. Take the cost per enquiry in your sector, decide how many enquiries a month would be worth having, and multiply. If that number is uncomfortable, paid search may be the wrong first move and we will say so — SEO or a better landing page often buys more at that budget.
- How is your fee calculated?
- A stated monthly fee, not a percentage of spend. An agency paid a percentage is paid more for spending more, which is a bad incentive to hand someone managing your budget.
- How fast does it work?
- Traffic arrives the day it goes live. Useful data takes two to four weeks, and the first month is largely spent finding what to switch off. Anyone showing you a profitable account in week one is showing you a small sample.
- Can the ad match exactly what they typed?
- Yes, and further than most people expect. It is a setting in the account rather than anything clever on our part: keyword insertion puts the searched phrase into the ad copy, dynamic search ads write the headline from your own pages, and a tracking template assembles the destination at click time — a results page built from their words that did not exist until they typed them. The catch is that it is only as good as what is behind it. Pointed at a site with real pages and real stock it works; pointed at a homepage it wastes money faster than anything else in an account.
- If the landing page is built on demand, what does that do to my SEO?
- Nothing, provided it is kept out of the index. An ad destination does not need to rank — it is reached by a click you paid for, not by a crawler — so a query-built results page should carry a noindex and stay out of the sitemap. Left indexable, thousands of them become the doorway problem arrived at by accident, competing with the category pages that were supposed to rank. Paid can be dynamic precisely because organic is not: the two want opposite things from the same URL, which is the honest argument for one team holding both.
- Do I need SEO as well?
- Usually yes, and for a specific reason: ads stop the day you stop paying. The sensible pattern is to run ads while the organic work compounds, then reduce the spend as it starts carrying the traffic. Both are measured in the same report so you can see that happening rather than take it on faith.
- I have never understood these dashboards. Is that a problem?
- No — it is the normal case, and it is the thing we build around. The platforms are made for people in them every day, and they will happily show you a chart going up while the money goes nowhere. You will always have the logins, but the working answer comes as a written read: what went out, what came back, and what we changed because of it. If a report leaves you unsure whether the month was good, the report is wrong, not you.
- Who owns the account?
- You do. It is created under your billing, and the history stays with you if we stop working together. Agencies that keep clients on their own account keep the data too.
The rest of the stack
Tell us what you're building.
Send the brief — or the problem, if the brief doesn't exist yet. We come back within one business day with an honest view of how we can help.
Start a project