Reducing cost per lead by 66% while scaling qualified enquiries.

The commercial setting.

Campaign restructuring, audience optimisation and creative testing across paid search and social.

Growth, paid acquisition and commercial systems within Durrani Group

The business problem.

Acquisition needed to become more cost-efficient while continuing to generate qualified enquiries.

Where the opportunity sat.

Acquisition efficiency needed to be assessed alongside the quality and commercial value of enquiries. Campaign, audience and landing-page decisions were treated as connected parts of the same funnel.

Build around the connection.

Revisit campaign structure and audience targeting, then test creative and use lead-cost, conversion and revenue feedback to guide optimisation.

From strategy to execution.

1. 01

   Restructured paid-search and paid-social campaigns.

2. 02

   Refined audiences and tested creative variations.

3. 03

   Connected acquisition performance with commercial reporting.

4. 04

   Allocated marketing investment using CPL, conversion and revenue performance.

The delivery stack.

The outcome, in context.

Reduced average CPL from AED 65 to AED 22, reported as a 66% reduction in the CV.

Scaled acquisition to 200–400 qualified leads per month.