Challenge:
Careem aimed to recruit over 10,000 captains through Google Ads search campaigns in MENA Market, focusing on maintaining cost per lead and ensuring lead quality in a competitive market.
Approach
Google Search Campaigns:
Leveraged high-intent keywords and structured keyword theming with ad groups targeting:
- Competitor keywords.
- Job seeker-related terms.
- Brand-specific keywords.
Auction Insights and Search Term Analysis:
Optimized campaigns through insights, relevant search terms, and exclusion of irrelevant ones.
Ad Copy Refinement:
Tailored ad copies and added image assets to improve relevance and click-through rates.
Analytics and Optimization:
Adjusted bids and ad relevance to improve quality score and campaign results.
Results:
Total Leads:
15,000+ high-intent leads.
Average CTR:
7.68%
Average CPC:
$0.38
Average CPL:
$3.13.
Impressions:
15M+ impressions
Target Geo:
KSA, Iraq, Egypt, Morocco, Jordan
Platforms:
Meta, TikTok, Google (Search/Display/Youtube/Pmax), Snapchat
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