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Google Ads + LinkedIn

How Gulf Finance House cut cost per lead by 68% with Google Ads and LinkedIn.

Gulf Finance House Financial Services Dubai, UAE Google Ads, LinkedIn Ads, B2B Performance Marketing
68%
CPL reduction
4.2x
Pipeline growth
3.9x
Google Ads ROAS
#1
Key financial search terms
The challenge

What Gulf Finance House needed to solve.

Gulf Finance House needed to generate high-quality B2B leads from CFOs and senior finance professionals across the UAE and GCC. Their existing Google Ads campaigns were generating leads at unsustainable cost, with poor lead-to-meeting conversion rates suggesting targeting issues.

Services delivered
Google AdsPerformance MarketingPaid Social
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Our approach

How we delivered the results.

01

Google Ads restructure

Completely rebuilt the Google Ads account — tightening keyword match types, eliminating broad match waste, building dedicated landing pages per product category, and implementing value-based bidding optimised against sales-qualified leads.

02

LinkedIn B2B campaigns

Built LinkedIn Ads targeting C-suite and senior finance professionals in the UAE and GCC by company size, industry, and seniority.

03

CRM integration & lead scoring

Integrated Google and LinkedIn campaign data with the CRM to score leads by seniority and company size — allowing bidding strategies to optimise against highest-value enquiries.

04

Retargeting across channels

Built cross-channel retargeting maintaining brand presence throughout the 3–6 month B2B consideration cycle typical for financial services in the GCC.

Further reading

B2B financial services marketing in the UAE — reaching senior decision-makers

Read more

B2B financial services marketing in the UAE presents distinct challenges that generic digital approaches cannot solve. The decision-makers — CFOs, Heads of Treasury, Finance Directors — are among the most difficult audiences to reach. They move quickly, have strong gatekeepers, and are exposed to constant marketing noise.

Effective B2B financial services marketing must work at two levels simultaneously. At the top of the funnel, it must build genuine brand authority. At the bottom, it must capture high-intent signals and convert active consideration into qualified meetings with minimal friction.

The 68% CPL reduction and 4.2x pipeline growth Gulf Finance House achieved are the compounded result of a strategy designed for the reality of B2B financial services procurement in the UAE — not a generic paid media approach adapted from a different market.

B2B financial services digital marketing in the UAE — what works

  • LinkedIn is the only paid channel capable of reaching UAE CFOs and Finance Directors with precision — targeting by company size, industry, seniority, and job function
  • Google Ads for B2B financial services must focus on solution-aware and comparison keywords — broad keyword strategies waste budget on informational searches
  • CRM integration is non-negotiable: without it, campaigns optimise against form fills rather than qualified meetings and revenue
  • B2B financial services decision cycles in the GCC span 3–6 months — cross-channel retargeting maintains visibility throughout the evaluation period
  • Thought leadership content on LinkedIn builds brand authority that makes downstream conversion significantly more efficient

Related services

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“Synap brought a level of strategic rigour to our digital campaigns that we had never seen before. The CPL reduction was significant, but the improvement in lead quality was even more impactful.”

Head of Marketing, Gulf Finance House

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