Springfield Properties: paid media and lead generation for Dubai off-plan

What the account looked like when I started

The Meta account had campaigns, but no structure anyone could argue with. Developments were mixed together, audiences were reused until they saturated, and nobody could say which project or which buyer market a lead had come from. Leads landed in a Google Sheet through Zapier, and sales worked from that sheet.

The social profiles were thin in a category where buyers check who they are dealing with before they answer the phone.

What I built

I created the ad account and ran paid media for the whole engagement.

• Campaign structures built per development and per buyer market, so spend could be compared between them.
• Campaigns for projects by Emaar, Binghatti, Damac, Sobha, Modon and Citi Developers, plus Google Ads for Emaar, Omniyat and Imtiaz projects.
• A lead journey from Facebook through Google remarketing into the CRM, with Convolo connecting sales agents to new leads quickly.
• Pixels, Google Ads conversion tracking and remarketing lists across every account.
• WhatsApp re-engagement across five WhatsApp Business API accounts. Every launch went out to leads already on file while ads ran to find new ones.
• ManyChat comment automation on the ads, IVR flows for open house events, and a rebuild of every social profile in the first days.

Spend and cost per lead by year

The three years sum to AED 2,376,188, which is where the AED 2.38M headline figure comes from. The blended cost per lead across the whole period is AED 98 rather than 96 or 97, because it carries the three expensive opening months of 2023.

Spend grew from AED 44,136 in the last quarter of 2023 to AED 1.49M in 2025 while the average cost of a Meta lead stayed near AED 96. If that looks flat for a market that repriced twice, it is: the account got better at finding buyers at roughly the same price, and the price of the audience roughly paid for the improvement.

The other channels were less forgiving. TikTok cost about AED 180 to 200 per lead with around 30% of them qualifying. Google Ads ran about AED 300 per lead. Both were tested properly, and both stayed as support rather than volume.

Who did what

Mine: paid media across the platforms, tracking and conversion events, lead routing, the WhatsApp re-engagement, and the reporting the business decided on. Shared: ad creative, which the client's team produced with me. Not mine: sales conversations, pricing and developer negotiations, the CRM itself, and the sheet automation that ran underneath it.

The number I would check first

The qualified-lead rate sat around 20 to 22% when I joined and above 40% when I left. It came out of the client's sheet-based pipeline at a time when there was no written definition of what qualified meant, so anyone reading this should treat it as a direction of travel with a caveat attached rather than a clean measurement.

Handover

Client accounts stay with the client. The ad account was handed back at the end of 2025, I no longer have dashboard access, and the figures above were pulled while I still had it. I can talk through the structure, the tests and the decisions behind any line of it.