Dubai Opera

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

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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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

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.