Case Studies / Nusus
1,180+ WhatsApp Leads for Nusus Translation & Notary Services in the UAE
An ongoing Google Ads account for a UAE business services company, run as separate translation and notary campaigns, with bidding moved in stages from Maximize Clicks to Target CPA as conversion data built up.
The Challenge
Two Services, Two Sets of Buyers
Nusus, a business and translation services company in the UAE, approached me to generate leads through Google Ads for two service lines: translation services and notary services. Both attract high-intent searches, but with different keywords, competitors and costs per click.
Tracking needed thought too. In the UAE, most people prefer to start a conversation on WhatsApp rather than fill in a form, and call tracking is only possible through third-party providers. So the account had to be built around WhatsApp enquiries as the main conversion.
The Approach
From Keyword Research to Target CPA
Each stage gave the next one the data it needed.
Research & a Realistic Budget
Researched search demand for both services, identified the commercial keywords with the most potential, and assessed the competition. That shaped a realistic budget recommendation before any money was spent.
WhatsApp as the Conversion
Set up WhatsApp chats as the primary conversion in Google Ads, matching how customers in the UAE actually get in touch. Separate campaigns for translation and notary kept the numbers for each service clear.
Launch & Refine the Keyword List
Launched on Maximize Clicks to build traffic and conversion data quickly. Continuous monitoring and search term analysis narrowed the keyword list down to the terms that were actually bringing in enquiries.
Smart Bidding in Stages
Once there was enough conversion volume, the campaigns moved to Maximize Conversions. After that settled and showed what a realistic cost per lead looked like, they moved to Target CPA, where they still run today.
The Results
Straight From the Google Ads Account
Performance for each campaign since launch.
Why It Worked
Smart bidding is only as good as the data behind it. Moving from Maximize Clicks to Target CPA in stages gave Google enough conversion history to bid well before it was asked to hit a cost target.
Across both services, the account has delivered more than 1,180 WhatsApp leads, at AED 97 per translation lead and AED 64 per notary lead. Nusus is still a client, and the campaigns are reviewed and optimised every month.
Related Case Studies
More Google Ads Engagements
Other case studies built around the same service.
Want Lead Volume Like This for Your Business?
Get a free, no-obligation Google Ads audit. I'll show you exactly where the opportunity is hiding.