Occasional writing on paid media, search and measurement in the UAE — the questions clients ask often enough that answering them once in public saves everybody a call. Where a piece quotes a figure, the source is named in the same sentence.
The list is short on purpose. A note goes up when it answers a question I keep being asked, not when a content calendar says one is due.
Cost-per-lead tables for the UAE market circulate until they acquire the authority of a standard, usually without anyone being able to say who measured them or what they counted. Here is what a benchmark can honestly tell you, and how to build the only baseline that matters — your own.
The short version: if I cannot show you where a number came from, it does not get published.
Most marketing writing about this region is written to be quoted rather than to be checked. A table of costs by industry gets copied into a deck, the deck gets shared, and within a quarter a figure nobody can trace is being used to set a budget. I would rather publish less and have all of it survive scrutiny — which is the same standard I apply to a client report.
So these notes describe method: how I structure an account, what I check before trusting a conversion number, which trade-offs a decision actually involves. Where a piece needs a figure, it comes from a source you can open in another tab. Client results are not published here at all; what those engagements involved is described, without numbers attached, on work.
If you want the working files rather than the reading, the twelve calculators on free tools are the same ones I use on client projects. What I do with them is set out under services, and how an engagement runs is on about. I work from Dubai, United Arab Emirates.