From precision targeting to a sold-out building

Zayed Plaza is a medical and commercial development in the heart of Sheikh Zayed, on a 2,117-square-metre site with only 40% built-up area. Its medical units and facilities were designed for professionals across many medical specialties.

But marketing clinics is different from marketing homes. A broad audience creates visibility, but it can’t reliably start the right conversations with doctors considering a clinic purchase.

QMC needed to put Zayed Plaza in front of a specialised group of buyers, build awareness and generate enquiries efficiently, without wasting budget on people unlikely to buy a medical unit. The goal wasn’t the most leads. It was the right profession, in the right market, with the right offer.

We built the campaign around professional relevance and an effortless way to enquire.

Using Facebook’s targeting, we created ads for medical-professional audiences, including surgeons and dentists, with different creatives and messages to make the development relevant to the doctors most likely to want a unit.

Instead of sending every interested user through a long website journey, the campaign used Facebook’s native lead forms. A click on the ad opened a form inside Facebook, with contact details pre-filled where available, so doctors could check their details and enquire without leaving the platform. That shortened the path from interest to enquiry and put the right contacts straight in front of QMC’s sales team.

Our teams produced several ad creatives, aligned the messages with QMC before launch, and ran the campaign with one clear objective: attract doctors and turn their interest into enquiries the sales team could act on.

The experience was deliberately simple: a relevant ad, a clear project proposition, a short enquiry form and a direct handover for follow-up. In a specialist property market, every unnecessary step can lose a buyer, so removing friction and focusing the message on medical professionals made every click more purposeful.

• 250+ doctor-targeted leads: enquiries from specifically targeted medical professionals in the Sheikh Zayed market.
• $7 cost per conversion: against a $15 benchmark, about 53% lower.
• Sold out in under 10 months: the entire Zayed Plaza building was sold in less than 10 months of work.

Instead of judging success by impressions or clicks, we focused on connecting QMC with the medical professionals it needed to reach. The result was a highly targeted lead generation programme that supported the project’s wider sales effort, alongside the building’s sell-out.