Case Study
PPC Management in Dubai: Cutting a Beauty Salon's Search CPC by 61%
How Leadmetrics rebuilt a Dubai ladies' salon's Google Ads around local intent: Search CPC fell from AED 12.82 to AED 4.98, CTR rose to 5.9%, and 1,006 direction requests and calls came in within eight weeks.
Challenge
What we were up against
Budget Spread Across Low-Intent Campaigns
Broad Performance Max and store-visit campaigns absorbed most of the spend with cheap clicks that rarely turned into bookings.
Expensive Search Clicks
Search, the channel with the highest booking intent, averaged AED 12.82 per click between April and June 2026, at a 3.39% click-through rate.
Broken Conversion Tracking
Search recorded no conversions from June onwards and the whole account logged zero in July. The business could not see what its spend was producing.
Paid and Local Search Worked in Silos
Google Ads and the salon's Google Business Profile were managed separately, even though almost every customer ends up asking for directions or calling before a visit.
Solution
How Leadmetrics helped
In the UAE beauty market a salon booking usually starts on Google Maps: a search, a look at the profile, a tap for directions or a call. Leadmetrics rebuilt the account around that path. Low-intent spend was cut, conversion tracking was reset to count the actions that lead to a visit, and a new Search campaign was built on the salon's Google Business Profile.
Audit & Diagnosis
Split three months of account history by campaign type to separate Search from Performance Max and store-visit spend Measured the real Search baseline: AED 12.82 cost per click, 3.39% CTR, AED 318 per recorded conversion Found the tracking gaps behind months of zero Search conversions Benchmarked the Google Business Profile's interactions, direction requests and website clicks
Strategy & Planning
Redefined success as local actions (direction requests and calls from ads), the steps that lead to a visit Planned consolidation of the legacy campaigns into a smaller, local-intent structure Linked paid search to the Google Business Profile so ads and Maps worked together Put Google Ads, Meta and Business Profile data into one Leadmetrics report
Execution
Paused and consolidated the legacy campaigns Launched a store-visit campaign in July optimised for direction requests and calls Launched a new Search campaign built on the Google Business Profile on 8 September Rebuilt conversion tracking and supported it with 36 local citation and backlink deliverables
Monitoring & Optimization
Reviewed Search separately from Performance Max every month, never blending the two Tracked cost per local action and Business Profile activity side by side Tested a Meta campaign alongside Google (AED 20 per lead in its first week) Moved budget towards the campaigns producing calls and direction requests
Results
The impact delivered
- The average cost per click on Search campaigns fell from AED 12.82 in April–June 2026 to AED 4.98 in August–September 2026, so each dirham now buys more than twice as many high-intent visits.
- Tighter local targeting lifted Search click-through rate by 74% across August–September 2026. The new Business Profile-led Search campaign reached 7.81% in its first three weeks.
- Between 1 August and 28 September 2026 the account recorded 1,006 conversions, mostly direction requests plus calls, on AED 4,159 of spend. That's about AED 4.13 per local action. Monthly spend fell from AED 5,000–5,600 in April–May to AED 1,900–2,300. August alone produced 51 phone calls from ads.
- From July to August 2026, Business Profile direction requests rose from 110 to 238, total profile interactions from 177 to 325 (+84%) and website clicks from 28 to 51.
Takeaways
Key lessons learned
Performance Max can make an account look cheap. Judge Search on its own numbers, because that's where people who want to book are searching.
For a salon, a direction request or a call means far more than a page view. Track those, then decide where the budget goes.
Ads built around the Google Business Profile lifted paid and Maps performance together. Spending less and targeting better beat spending more.