Client, industry and market
ALLFIX, a Dubai-based luxury interior design and renovation company delivering complete design-to-build solutions under one roof. Where design, contracting and manufacturing are usually split between firms, ALLFIX keeps every stage in-house: concept development and space planning, structural renovation, bespoke joinery, and final installation, with custom furniture and finishes produced in its own factory. The work covers private villas, apartments and commercial spaces.
What I did
Conversion tracking first
Before touching keywords or bids, conversion tracking was implemented through Google Tag Manager: GA4 key events, Google Ads conversion actions, and a test conversion confirmed in the account. Nothing launched until a test fired. This is the step that makes every later decision defensible.
Account structure and keywords
Campaigns were built or rebuilt into tightly themed ad groups on buyer-intent keywords, separated by service and geography, with negative keyword lists prepared before launch to stop broad match buying irrelevant traffic.
Ads, landing pages and bidding
Responsive search ads were written per search intent rather than one set reused across the account. Bidding stayed manual until there was enough clean conversion data to move to a smart strategy safely.
Results
Cost per lead fell 38%, qualified enquiries settled at 45+ a month, and the landing page conversion rate reached 4.2%. Most of the saving came from negatives and geography rather than from bidding: the account had been paying for searches it could never serve.
What this shows
In a high-value considered purchase, lead quality matters more than lead volume. Tracking that separates a real enquiry from a form fill is what lets the platform optimise toward the right thing.
Services used
Google Ads management, conversion tracking and search campaigns.