Client

SetHub, a well-established business setup services provider in the UAE, has cultivated a strong client base of over 25,000 businesses. With a reputation built on transparency and personalized service, SetHub has earned numerous industry awards and boasted a high customer satisfaction rate.

However, despite this impressive track record, the company faced a significant challenge: converting a substantial volume of leads into paying customers. The existing lead generation efforts were generating a considerable number of inquiries, but a large portion of these leads were not qualifying as sales opportunities. This influx of low-quality leads was hindering sales efficiency, impacting revenue growth, and preventing SetHub from reaching its full potential.

To address this critical issue and drive sustainable growth, Créo was tasked with executing a performance marketing campaign designed to elevate lead quality, increase conversions, and ultimately boost the company’s bottom line.

SetHub, formerly known as Business Incorporation Zone (BIZ), has been a prominent player in the UAE’s business setup industry since 2009. With a proven track record and a client base exceeding 25,000 businesses, SetHub has solidified its position as a trusted partner for entrepreneurs seeking to establish their ventures in the region. The company offers a comprehensive suite of services including free zone and Dubai mainland licensing, Golden Visa assistance, and comprehensive business setup support. Renowned for its transparent practices, personalized solutions, and unwavering client focus, SetHub has garnered numerous industry accolades, including over 10 prestigious awards, and maintains an impressive 96% customer satisfaction rate.

Despite its established market position and loyal customer base, SetHub encountered a persistent challenge: converting a substantial volume of leads into paying customers. While the company attracted a significant number of inquiries, a considerable portion of these leads failed to progress through the sales funnel, resulting in a low conversion rate.

To address SetHub’s challenge of low-quality leads and optimize its performance marketing efforts, we developed a comprehensive strategy focused on driving high-value conversions. The core objectives were to increase the number of SQLs (Sales Qualified Leads), maintain or decrease the Cost Per SQL (CPO), scale advertising budgets without compromising conversion rates, and elevate the Average Transaction Value (ATV).

To achieve these goals, we implemented a multi-faceted approach that encompassed the following key elements:

• Platform Diversification: Leveraging a diverse range of advertising platforms, including Google Ads, Meta, Yandex, Bing, and TikTok, to reach a wider audience and identify optimal channels for lead generation.
  
• Hyper-Targeted Campaigns: Creating highly targeted ad campaigns based on detailed audience segmentation to deliver relevant messaging and maximize conversion rates.
  
• Rigorous A/B Testing: Continuously experimenting with ad copy, landing pages, and bidding strategies to identify the most effective campaign elements.
  
• Conversion Rate Optimization (CRO): Implementing conversion-focused strategies, such as streamlined lead forms, compelling calls to action, and persuasive content, to enhance user experience and drive conversions.
  
• Data-Driven Decision Making: Utilizing advanced analytics and performance metrics to inform campaign optimization and strategy adjustments.
  
• Lead Nurturing: Developing a comprehensive lead nurturing program to cultivate relationships with potential customers and increase conversion probabilities.

To execute the SetHub performance marketing campaign, we assembled a dedicated team of digital marketing experts specializing in paid advertising, conversion optimization, and data analysis. The campaign commenced with a comprehensive audit of SetHub’s existing marketing channels and performance metrics to establish a baseline for comparison.

In-depth audience research was conducted to identify ideal customer profiles and develop highly targeted audience segments. This information was used to inform ad targeting and messaging. A robust campaign structure was established across Google Ads, Meta, Yandex, Bing, and TikTok, incorporating various ad formats and bidding strategies to maximize reach and engagement.

Creating compelling ad copy and visually appealing ad creative was a crucial step in driving click-through rates and generating interest. A/B testing was employed to optimize ad performance and identify high-performing elements. Landing page optimization was also a key focus, with a strong emphasis on clear value propositions, persuasive copy, and frictionless user experiences.

Conversion tools such as meeting appointment scheduling, a cost calculator, and a tax calculator were integrated into the website to streamline the lead-to-customer journey and increase conversion rates. These tools provided additional value to potential customers and facilitated easier decision-making.

Throughout the campaign, rigorous performance monitoring and analysis were conducted to track key metrics, identify trends, and optimize campaign performance. Data-driven insights were used to make informed decisions regarding budget allocation, ad targeting, and bidding strategies.

While executing the campaign, several challenges were encountered, including platform algorithm changes, fluctuating ad costs, and evolving customer behavior. To overcome these obstacles, we implemented a proactive approach, staying up to date with industry trends, conducting regular platform audits, and exploring alternative advertising channels when necessary.

This campaign yielded exceptional results, surpassing initial expectations and delivering substantial value to the business.

• Increased SQL Opportunities: We saw a remarkable 13% increase in month-over-month opportunities (SQL), indicating consistent growth and improved lead quality.

• Reduced Cost per SQL: By optimizing our processes, we lowered the cost per SQL from AED 54 in 2022 to AED 33 in 2023, a significant 38% decrease, enhancing our cost efficiency.

• Improved Conversion Rate: The conversion rate from MQL to Closed Sales doubled, moving from 2.5% in 2022 to 5% in 2023, showcasing our enhanced sales effectiveness.

• Triple Sales Revenue: Our sales revenue for 2023 was three times higher compared to 2022, reflecting the success of our strategic initiatives and strong market performance.