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PAID ADS AUDIT
Many businesses running paid ads in the UAE are operating accounts built for a different market — English-only copy, currency settings that don't reflect AED, and attribution setups that can't distinguish between a qualified Dubai lead and a bounce. The audit surfaces these gaps before they cost another month's budget.
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/ This is for you if
The business owner running English-only campaigns in a bilingual market: Your Google Ads and Meta campaigns are entirely in English. A significant share of your potential customers in Dubai and Abu Dhabi search and engage in Arabic. You may be capturing a fraction of available demand without knowing it, and the platform will not tell you what you're missing.
The real estate or property developer with a lead volume problem: You're generating form fills and WhatsApp inquiries through paid campaigns, but the connection between ad spend and pipeline value is unclear. Leads come in through multiple touchpoints — Meta, Google, WhatsApp, portals — and the attribution is not set up to reflect that journey. You're reporting CPL without knowing which CPL figure maps to actual sales.
The regional marketing manager scaling across GCC countries: You're running campaigns across UAE, Saudi Arabia, and potentially other GCC markets. Budget allocation between countries is based on platform ROAS, but you suspect the data is not reliable enough to make those decisions confidently. Before scaling further, you need an audit of the account foundation.
/ What's broken
Conversion tracking in UAE accounts is frequently set up without proper event values — particularly for lead generation campaigns where a lead's value varies significantly. Without value-based bidding, Smart Bidding optimises for volume rather than quality, and high-intent leads are treated identically to low-quality form fills.
Brand name searches — particularly for well-known businesses in Dubai — inflate ROAS in the same way they do globally. But in the UAE market, where brand recognition is often built through offline and referral channels, the proportion of brand-driven paid conversions can be even higher, making non-brand prospecting performance particularly difficult to isolate.
This is the most common market-specific finding in UAE accounts. Running ads exclusively in English excludes a material share of search volume, particularly in sectors like retail, real estate, healthcare, and education. The Arabic search terms are often less competitive, meaning the CPCs are lower and conversion rates can be higher — but the opportunity goes uncaptured.
For e-commerce and lead generation accounts in the UAE, incorrect currency configuration means conversion values passing to Google Ads are either in the wrong currency or not passing at all. This breaks value-based bidding and makes reported ROAS figures unreliable for budget planning.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We verify that conversion events are firing correctly for each channel, that values are passing in AED, and that the attribution model in use reflects multi-touch customer journeys common in UAE markets — particularly for real estate, retail, and B2B categories where WhatsApp and direct contact are frequent mid-funnel touchpoints.
We examine campaign segmentation across language, location, device, and audience type. We assess whether brand and non-brand traffic is separated, how budget is distributed across UAE geographies (Dubai, Abu Dhabi, Sharjah, and other Emirates), and whether campaign structure allows for meaningful performance comparison.
We review keyword strategy across both English and Arabic terms, assess match type distribution, and pull the search term report to identify irrelevant spend. We also review audience targeting — including whether remarketing lists are active, whether GCC-specific audience segments are being used, and whether exclusions are preventing budget waste on non-UAE traffic.
We assess whether Smart Bidding strategies are calibrated to UAE-specific conversion data, whether target CPA and ROAS values reflect realistic local benchmarks, and whether cross-channel attribution accounts for the multi-platform nature of customer journeys in the region.
We review ad copy for language and cultural alignment, assess Quality Scores, and check for creative fatigue. We also evaluate whether landing pages are localised for UAE audiences, reflect AED pricing, and present conversion paths appropriate for local buying behaviour.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyWe need read-only access to your ad accounts — we will not make changes during the audit. For Google Ads, this means read access via our MCC. For Meta, a read-only Business Manager role. For LinkedIn, viewer access to Campaign Manager. We also request view access to GA4 and Google Tag Manager to verify the full tracking setup.
Yes. The audit is independent of your current management arrangement. We review the account as it is and deliver findings to you. What you do with those findings — including whether to share them with your current provider — is your decision.
Yes. We review both English and Arabic keyword strategy, ad copy, and search term performance. Identifying gaps in Arabic-language coverage is one of the most consistent value-generating findings in UAE account audits.
The audit covers your entire account, regardless of which Emirates are targeted. We review geographic targeting settings and performance data across all locations included in your campaigns.
Pricing is confirmed after an initial conversation about your account scope — number of active platforms, monthly spend, and number of active campaigns. There is no retainer and no obligation to engage Ignited Nepal for any further work after the audit.
Start here
A written audit report. A 30-day fix list. No retainer required. If your account has tracking gaps, language coverage issues, or attribution problems specific to the UAE market, the audit will identify them and rank them by impact. If the account is structurally sound, you will have documentation confirming that.
5-day turnaround · Written report + 30-day fix list · No retainer requiredIgnited Nepal
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