Reach Optimisation Through Retargeting
Graph screenshots:
Customer:
Mosaic Dance Fest
Website:
Topic:
Performance Marketing
Location:
Dubai
Geography:
UAE
Budget:
8,000 AED per week
Project Start Date:
16 August 2023
Result:
ROMI exceeded by 2.2x
Result:
CPC reduced by 2.5x
Result:
Conversions increased from 60 to 300 per week
Support ticket sales and enhance the visibility of Mosaic Dance Fest through digital tools.
1
Increase ticket sales via the Dubai Opera website
2
Reach English- and Russian-speaking audiences in the UAE
3
Raise awareness and recognition of Mosaic Dance Fest
4
Achieve a ROMI of at least 300%
5
Reduce cost per lead (CPL) to 20 AED or lower
6
Maintain the event’s premium brand image
Digital Blind Spot: Launching a Campaign Without Analytics
There is no access to the client's website
You can't set up analytics to track conversions.
Working blind for 40 days
Analytics is enabled only one month after the launch.
Fierce competition for traffic
High season in the region is the maximum cost per click.
Sales on someone else's platform
There is no control over conversions and user path.
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From Launch to Optimisation: How We Scaled Success
- Stage 1. Niche and Audience Analysis
The team conducted an in-depth audit of the niche, collecting and analysing search queries, target audience behaviour, and the competitive landscape. Three key audience segments were identified:
English- and Russian-speaking expats in the UAE — the core local audience
Ballet enthusiasts and followers of leading global theatres — highly emotionally engaged users
Tourists planning trips between September and October — high conversion potential
Based on this analysis, targeting hypotheses and a creative strategy were developed.
- Stage 2. Launching Advertising Campaigns Without Analytics
Despite the absence of full-funnel analytics for the first 40 days, the team launched Google Ads campaigns from day one using:
Search Ads targeting branded, category-based, and event-related queries (e.g., “ballet in Dubai”, “Osipova Dubai”)
Performance Max campaigns — to enable automated reach expansion and conversion growth
Display advertising and remarketing — to maintain visibility and re-engage interested users
All campaigns were launched based on market insights and hypotheses, with no real-time conversion tracking available.
- Stage 3. Implementing Full-Funnel Analytics via Dubai Opera
Since the client did not have direct control over the website, the team sent analytics setup recommendations directly to Dubai Opera instead of the client. The approval and implementation process took over 40 days.
Following integration in October:
Conversion tracking (goals) was successfully configured
Bid adjustments based on user events were enabled
Campaign optimisation shifted from hypothesis-driven to data-driven
Stage 4. Creative and Visual Strategy
The team focused on visual appeal and relevance:
Used high-quality photos and videos featuring performers (Natalia Osipova, The Royal Ballet, etc.)
Adapted creatives and ad copy for both English- and Russian-speaking audiences
Leveraged cultural talking points and key moments in the arts calendar
Creatives featuring performers and clear, compelling CTAs delivered the strongest performance.
- Stage 5. Continuous Optimisation and Scaling
Once data became available, the team:
Identified the most effective combinations (targeting + creatives)
Reduced CPC from 1.4–2 AED down to 0.7 AED — a 2–3x improvement
Scaled high-performing campaigns and paused underperforming ones
Launched remarketing campaigns targeting users who had visited the website
Campaign Results
We launched a digital campaign without access to analytics or the client’s website, relying solely on well-founded hypotheses, precise targeting, and high-impact creatives — and exceeded all KPIs within just one month.
663% ROMI
Exceeding the target by 2.2 times (300% target)
17 AED lead cost
CPL reduction of 15% below the target of 20 AED
5x conversion growth
Increase from 60 to 300 conversions per week
90% occupancy of halls
Almost complete sold-out by the final dates of the event