Track the right actions.
Set up consistent conversion tracking across the journey, so meaningful actions could be measured properly.
+73% bookings.
Demand,
driven further.
A connected programme that gave people a reason to travel, a relevant car to consider and a clearer route to booking.
Creative, paid media, search, SEO and web experience working towards the same outcome.
The brief & the funnel
The need was there.
The choice was still open.
Most journeys began with a rental need, not a brand name. Dollar needed to enter consideration earlier and make the next step easier.
84% of category clicks came from generic searches. That was the planning signal: meet the need before a customer had chosen a brand. It is a category insight, not a Dollar growth result.
Dubai and Abu Dhabi called for competitive scale. Oman called for faster market development. We connected the work through a shared funnel, with messages shaped by the market, the season and the customer.
01A reason
Attention
A reason
to go.
Regional opportunities and travel seasons gave the communication its starting point. Local relevance helped Dollar become a familiar name before the comparison began.
- Regional campaign creative
- Seasonal communication
- Social content
02The right car.
Consideration
The right car.
For their kind
of journey.
For leisure and fun seekers, the drive was part of the experience. We brought the cars to the front, making the fleet a reason to choose Dollar.
- Audience-led messaging
- Fleet & product stories
- Paid social creative
Different cars. Different reasons to rent. The message followed the customer.
03A clearer signal.
Decision
A clearer signal.
A faster way
to improve.
We set up the digital ecosystem to connect tracking, attribution and website performance. A clearer view of what led to action helped the team learn faster and optimise with better signals.
- Digital ecosystem set-up
- Tracking & attribution
- Learning & optimisation
Set up to measure. Built to learn.
Understand what contributed.
Connect campaign and website signals to make attribution clearer, rather than reading each channel in isolation.
Learn. Refine. Repeat.
Use clearer measurement to learn faster and optimise campaigns and the website, with speed and performance supporting the experience.
Better tracking.
Clearer attribution.
Faster optimisation.
dollaruae.com
04A clear offer.
Conversion
A clear offer.
A clearer
next step.
We met rental intent with search and Performance Max, supported by SEO and relevant landing-page journeys. Seasonal deals, monthly rentals and leasing kept the offer useful beyond travel peaks.
- Search & Performance Max
- SEO & brand demand
- Landing-page priorities
Meet the search.
Make the offer clear.
Winter Deals turned rental intent into a clear next step: an extra 10% off daily or weekly bookings with WIND10.
Search / Desktop format
Google
winter car rental offers dubai
Sponsored
Dollar UAE Winter Deals | Extra 10% Off Car Rentals
GoogleDollar Winter Deals
winter car rental dubai
Sponsored
Dollar Winter Deals
Extra 10% Off Car Rentals
Explore the FleetRental Offers
Illustrative Search ad reconstructions / Copy adapted from the historical Winter Deals creative. These are not original ad screenshots or current promotions.
The outcome
Two markets.
Real momentum.
More bookings. Stronger brand demand. Growth beyond paid media. Each market is measured against its own baseline.
UAE / Regional snapshot
DXB + AUHDubai + Abu Dhabi
Building demand in a competitive rental market.
+73%
Bookings
- Average daily bookings
- +75%
- Branded search
- +82%
- Organic traffic
- +37%
Oman / Regional snapshot
OMNOman
Accelerating demand in a developing market.
+255%
Bookings
- Average daily bookings
- +300%
- Organic traffic
- +80%
A separate market snapshot, not an extension of the UAE figures.
Scale with efficiency
Not just louder.
Sharper.
The wider account outpaced its peer comparison on search click growth, with a lower cost per click.
Search click growth
Google wider-account comparison / 2023
37%
Lower cost per click
than the peer average in the wider-account comparison.
+610%
Ad conversions
Wider franchise account / Google Ads + Google Internal / Calendar-year 2023 year-on-year. Separate from the regional booking results above.
About the results & comparison periods
The one-year regional snapshot covers Dubai and Abu Dhabi together, and Oman separately. Each percentage uses its own measure and comparison baseline. The wider franchise account uses Google Ads and Google Internal calendar-year 2023 year-on-year data; its peer comparison is account-level. Ad conversions are not regional bookings. These measures should not be combined or attributed to one creative or funnel stage. No absolute performance volumes, spend or revenue are published.
A few more from the programme
Different needs.
A familiar Dollar.
From business rentals to everyday mobility, the same brand met different needs.
Creative made the offer relevant. A connected funnel kept the journey moving towards booking.
