The Client
Properscan is a snagging and property inspection company in Dubai, and our Google Ads for property inspection companies turned an account that recorded almost no conversions into 280+ form leads over two and a half years.
Snagging is the inspection a buyer orders before taking over a new apartment or villa from the developer: cracks, leaks, unfinished joinery, faulty electrics. Demand follows the handover schedule of Dubai's new developments, and the buyer usually has a deadline. Properscan inspects apartments, villas, townhouses and commercial units, and our campaigns targeted Dubai, Sharjah and Abu Dhabi.
In the five months before we started, Properscan's existing campaigns spent AED 32K+ and recorded almost no conversions.
Almost no recorded leads before us. 280+ form leads from our campaigns, about 10 a month.
The Challenge
Google Ads for a snagging company in the UAE comes with its own problems:
- A local word for the service. Buyers search "snagging", not "inspection". Campaigns built on generic inspection terms miss the people with a handover date.
- Two languages. The market searches in English and Arabic, and each needs its own ads and landing page.
- Noisy signals. Local campaigns report thousands of map views, direction requests and button taps. None of them is a booked inspection, and bidding on them finds the wrong people.
- Uneven demand. Searches rise and fall with developer handover schedules, so the budget has to move with them.
What We Built
1. Search campaigns built on snagging intent
We built a new Search campaign around the snagging searches that matter: "snagging dubai", "property snagging", "snagging company dubai", "snagging inspector", "snagging services dubai" and "home inspection". Ads point to a dedicated snagging inspection page, with an Arabic version for Arabic searches.
2. Continuous A/B tests on bidding
We ran the Search campaign against A/B test copies on different bidding: maximize conversions, maximize clicks and manual CPC. The tests repeated through 2025, so the bid strategy was always chosen by the data.
3. A Business Profile campaign for local searches
In October 2023 we added a local campaign for searches on Google Maps and the Business Profile, so buyers looking for an inspector "near me" could find Properscan on the map.
4. Performance Max with brand assets
From March 2024 we ran Performance Max on Properscan's own assets: 30 images, 68 callouts, 12 sitelinks, logos and call assets. In July 2025 we tied it to a confirmed-submission conversion (the website's thank-you page), so it optimizes toward finished forms, not button presses.
5. Thousands of exclusions
More than 1,000 campaign-level negative keywords, shared negative lists, and account-level exclusions of 30,299 mobile apps, 30,968 websites and 7,759 YouTube channels keep the budget on people looking for an inspection.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, new negatives, bid and budget moves between Search, local and Performance Max, and ad testing.
The Results
The figures below come from Properscan's Google Ads account and cover our campaigns only, June 2023 to January 2026.
- 280+ form leads from Google Ads over the engagement.
- About 10 form leads a month from October 2023 on, against almost none recorded in the five months before us.
- 2024: about 140 form leads. 2025: about 110.
- Reach: 13M+ impressions and 140K+ clicks across Search, local and Performance Max.
Key Takeaways
- Speak the market's language. In Dubai the service is "snagging". The best-converting keywords all used it.
- Count finished forms, not clicks. A button press is not a lead. Tying Performance Max to the thank-you page keeps the bidding honest.
- Test bidding continuously. Running A/B copies of the main campaign let the data, not habit, decide the bid strategy.
- Exclude aggressively in broad campaign types. Performance Max and local campaigns reach everywhere unless you fence them in.
Frequently Asked Questions
How much should a snagging company in Dubai spend on Google Ads?
Properscan's campaigns ran on about AED 5,000 to AED 8,000 a month for most of the engagement, AED 160K+ in total from June 2023 to January 2026. That budget produced 280+ form leads, roughly 10 a month once the account was rebuilt.
What do people in Dubai search for when they need a snagging inspection?
The searches that produced the most leads were "snagging dubai", "property snagging", "home inspection", "snagging company", "snagging inspector" and "snagging services dubai". People search for the service by its local name, snagging, far more than by "property inspection".
How do you know a Google Ads lead is real?
Count only actions that prove a person sent an inquiry. In this account we count the Search campaigns' form submissions and, for Performance Max, only submissions confirmed by the website's thank-you page. Directions, phone-number taps, WhatsApp button clicks and map engagements are left out, even though Google reports thousands of them.
How long does it take to see leads from a rebuilt account?
The first Search campaign went live in June 2023. After a build and testing period through the summer, form leads started in October 2023 and averaged about 10 a month from then on.
About This Campaign
Snagging and property inspection lead generation on Google Ads, built and managed with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Real Estate (Property Snagging & Home Inspection) Platforms: Google Ads (Search, Performance Max, Smart / Business Profile) Location: Dubai, United Arab Emirates Account Duration: June 2023 to January 2026. The engagement has ended.
Leads are website form submissions from our campaigns (the campaigns marked LPA): on Search, the form's submit event; on Performance Max, only submissions confirmed by the thank-you page, which went live in July 2025. Earlier Performance Max form events are not counted. Phone-number taps, directions, WhatsApp clicks, map and Business Profile engagements are excluded. "Before us" is January to May 2023 on the account's earlier campaigns. All figures are rounded down and approximate. Amounts are in UAE dirhams (AED).