Damac Properties needed to generate high-quality leads for off-plan property launches across multiple projects. Their existing campaigns were generating volume but poor lead quality — sales teams were spending significant time on unqualified enquiries. They needed a performance marketing strategy that prioritised lead quality over quantity, with full attribution across both Google and Meta channels.
We rebuilt their targeting from scratch — creating distinct audience segments for each project by buyer nationality, income bracket, and property preference. Google Search captured active property searchers; Meta reached international buyers in target source markets (UK, India, Russia, GCC) with project-specific creative.
Built a structured creative testing programme — systematically testing headline angles, property imagery, price anchoring, and CTA variants. We also rebuilt key landing pages to reduce form friction and improve conversion rate from ad click to qualified lead.
Integrated campaign data with Damac's CRM to score leads by quality — allowing us to optimise campaigns against sales-qualified leads rather than raw form fills. This shifted the algorithm's optimisation signal from volume to value.
Built a custom UTM and attribution model tracking every lead from first ad impression to signed contract — giving Damac's marketing team a clear picture of which campaigns were driving actual revenue.
“Synap completely transformed our digital lead generation. The quality of enquiries improved dramatically — our sales conversion rate from digital leads tripled within six months.”
Marketing Director, Damac Properties
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