Masdar City Free Zone.
#Paid Media · Case Study.
Masdar City Free Zone supports entrepreneurs and businesses establishing a presence in Abu Dhabi’s innovation ecosystem. Home of Performance rebuilt the connection between its paid media activity and sales outcomes, creating client-owned advertising accounts and integrating Salesforce. The programme then used this visibility to improve acquisition decisions, navigate regional disruption and test expansion into new international markets.
What Our Partners Have to Say About Us
“We needed a clearer understanding of how marketing activity translated into qualified opportunities and customers. Home of Performance helped build that visibility and made it part of day-to-day campaign decisions. The result was a more accountable acquisition programme and a stronger basis for growing through changing market conditions.”
The Masdar City Free Zone TeamBefore optimisation could deliver meaningful progress, the measurement foundation needed rebuilding. Advertising activity sat in third-party accounts, and Salesforce was not reliably connected to campaign and spend data. The team lacked a clear view of which enquiries became qualified opportunities and sales. Regional disruption later added pressure. The key objectives were to:
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Establish Ownership and Visibility: Give Masdar City Free Zone control of its advertising accounts and reliable access to campaign performance.
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Connect the Full Funnel: Track the journey from lead to sales-qualified opportunity and completed sale.
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Optimise for Business Outcomes: Evaluate acquisition using sales quality and customer acquisition efficiency.
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Build Resilient Growth: Adjust investment during disruption, restore momentum and evaluate new markets using downstream evidence.
We created a measurement framework that connected media activity with the qualification and sales teams. This made it possible to assess campaigns against commercial outcomes and respond more deliberately as conditions changed. The key initiatives included:
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Client-Owned Accounts and Salesforce Integration: We established owned advertising accounts and linked campaign activity with Salesforce. A shared qualification framework connected leads, sales-qualified leads and sales, giving the team a fuller view of acquisition performance
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Sales-Led Optimisation: Working with the qualification team, we moved campaign evaluation beyond low-cost enquiries. Downstream conversion and acquisition cost informed decisions about audiences, messaging and the allocation of media investment.
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Creative That Made the Offer Clear: AI-assisted static assets and short-form video addressed distinct needs, including Emirati entrepreneurship, freelancer licences, office space and business-setup support. Cost-calculator and office-walkthrough content helped prospects evaluate practical next steps.
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Controlled Recovery and Geographic Expansion: Investment was reduced during regional instability, then rebuilt as demand recovered. July introduced new international markets. The team tracked how broader reach affected qualification and sales, keeping these changes visible throughout the funnel.
The programme combined a stronger measurement foundation with growth in leads and tracked sales. July’s expansion increased enquiries while reducing the proportion that qualified; stronger conversion among qualified opportunities nevertheless supported the highest monthly sales total in the tracked period. The key results were:
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222% Growth in Monthly Leads: Lead volume increased between September 2025 and July 2026, reaching 8,846 in the final month.
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57% Growth in Monthly Sales: Tracked sales rose from 54 in September to 85 in July, demonstrating progress beyond top-of-funnel volume.
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35.3% Qualified-Lead-to-Sale Conversion: July’s conversion rate increased from 18.9% at the September baseline, an improvement of 16.4 percentage points.
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143% Sales Recovery After March: Monthly sales increased from 35 in March to 85 in July as the programme rebuilt momentum.
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677 Tracked Sales Across the Campaign: The September–July reporting period connected 35,383 leads with downstream sales outcomes, providing a stronger foundation for future acquisition decisions. Results cover September 2025–July 2026. Growth comparisons use the stated monthly baselines. July lead-to-qualification conversion declined during geographic expansion; downstream sales conversion improved.
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