Digital Ballet: How We Achieved a 663% ROMI Without Analytics in Just One Month

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