Case 06 · TikTok Ads · UAE real estate

857 property leads from TikTok at USD 39 each

Eighteen months of always-on TikTok buying for a Dubai brokerage: 35 campaigns across the UAE, Canada, the UK, Pakistan and the wider Arabic-speaking market, at a USD 3.47 CPM.

USD 33.5K

Media spend

AED 123,179.61

857

Leads

Across 35 campaigns

USD 39.14

Cost per lead

AED 143.73

USD 3.47

CPM

AED 12.74

The brief

Property advertising on TikTok is mostly reach with nothing behind it. The brief was to treat it as a lead channel: cheap impressions are only worth buying if the form on the other end fills in, so every campaign was judged on cost per lead rather than views.

What I did

Ran developer launches, Arabic-language lead generation and expat targeting as separate campaigns rather than one audience blob.
Tested the same creative across the UAE, Canada, the UK and Pakistan, because the same video can be eighty times cheaper per lead in one market than another.
Used Smart+ where volume justified it and manual CBO where the audience was narrow enough to control by hand.
Kept cheap tests running at AED 20 a day alongside the large launches, which is where the best cost per lead came from.

The report behind it

Taken from the platform exactly as exported. Click any report to open it full size.

TikTok Ads Manager campaign report for the UAE real estate account managed by Isuru Marasinghe — TikTok Ads Manager · 35 campaignsWhat you are looking at: the TikTok Ads Manager campaign table, cropped to the metric columns, with the account totals on the bold row at the bottom. Reading that row: AED 123,179.61 of cost, AED 4.04 cost per click, a AED 12.74 CPM, 9,665,499 impressions, 30,457 destination clicks at a 0.32% click-through rate, and 857 conversions at AED 143.73 each. The conversions column counts property enquiry forms, which is why this case calls them leads. Campaign names and the account name are cropped out because the account is under NDA.

The numbers

Campaign	Cost	Impressions	Clicks	CTR	Leads	Cost / lead
Tower launch · UAE	AED 49,998.69	4,738,265	13,198	0.28%	307	AED 162.86
Community launch · Smart+ · UAE	AED 20,813.45	1,022,629	2,912	0.28%	143	AED 145.55
Creative split test · Pakistan	AED 290.40	609,776	3,322	0.54%	83	AED 3.50
Recruitment · Smart+	AED 79.71	16,312	140	0.86%	63	AED 1.27
Developer launch · Canada · CBO	AED 12,945.69	516,074	2,436	0.47%	44	AED 294.22
Arabic-language leads · multi-region	AED 2,484.41	467,246	2,204	0.47%	39	AED 63.70
Luxury yachting · UK	AED 6,031.91	124,940	462	0.37%	38	AED 158.73
Account total · 35 campaigns	AED 123,179.61	9,665,499	30,457	0.32%	857	AED 143.73

Seven of the thirty-five campaigns shown, sorted by leads; the final row is the whole account.

What it means

An AED 290 split test in Pakistan bought 83 leads at AED 3.50 while a Canadian launch paid AED 294 for each of its 44. Budget followed that spread rather than sitting on an even split, which is how the blended cost per lead landed at AED 143.73 across the account.

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