Ellington Properties.

Ellington Properties is a design-led developer in Dubai. In property, an ad is only as good as the enquiries it brings, so the work was judged on the quality of leads and not on clicks.

We ran lead campaigns project by project. Each project had its own audiences, such as people looking for a home, investors and buyers overseas, and its own creatives built around what makes that building different. Enquiries came through short forms and went straight to the sales team. We spoke with sales regularly about which leads were serious, and shifted budget toward the audiences and ads that produced them.

• Lead campaigns for each project
• Separate audiences for home buyers, investors and overseas buyers
• Lead forms with a direct handover to sales
• Budget moved toward the leads sales rated serious