Case Study: Google Ads Setup for artistrelatedgroup.com in Saudi Arabia (Entertainment Niche)

Project Context and Starting Point Considering the Saudi Arabian Market

Artist Related Group provides services in event and concert management: music for events, artists, and show programs. The goal was to generate relevant leads from Google search queries of potential clients in Saudi Arabia (KSA), primarily from major cities and business hubs. At project launch, the website was technically ready to handle targeted traffic and track conversions, with traffic language priorities set to English and Arabic.

The project budget was moderately conservative, with strict control over cost per lead. The advertising account currency was UAH, so all financial metrics in reports are in UAH despite targeting KSA, which is important for comparison and planning.

Goals, KPIs, and Measurable Decision Logic

The main objective was to increase inquiries via contact forms and clicks on phone/WhatsApp links from search traffic. Key KPIs were agreed upon in advance: target cost per click within auction limits, cost per conversion, and session conversion rate. During the pilot phase, conservative control of the maximum cost per lead and frequent search query analysis were mandatory to filter out irrelevant traffic.

Recorded metrics included: average CPC — 11.84 UAH, traffic conversion rate — 5.53%, average cost per conversion — 215.55 UAH. These values were used as benchmarks for further scaling and budget allocation.

Demand Research and Segmentation: Building Semantics for Real Search Scenarios

The keyword pool was generated from specific buyer intents: corporate and gala dinners, weddings, private events, premium venues, hotels, and resorts. Segments were divided by artist type and performance format — from strings and brass to DJ setups and mixed shows. Brand and navigational queries were separated to monitor familiar audiences without overbidding unnecessarily.

Local patterns were considered: high mobile consumption, searches in English and Arabic, focus on cities with high business activity and events. Early demand snapshots showed stable queries such as “entertainment agency Saudi Arabia,” “musicians for hire Riyadh,” and “wedding entertainment KSA,” which became the priority semantic core.

Account and Campaign Architecture: Cost Control vs. Reach

The structure was built around tight ad groups with logically clean clusters of queries. Exact and phrase match types were used for commercially important segments to control impressions and filter irrelevant traffic. Extensions and modifiers were applied selectively where additional reach on related queries was needed, without expanding into general traffic.

City and service-type segmentation allowed flexible bid management: budgets could be increased for Riyadh and Jeddah while maintaining conservative spending in peripheral locations. Campaign-level geotargeting and group-level adjustments provided an additional layer of auction control.

Negative Keywords and Noise Filtering

A list of exclusion phrases was prepared at launch. Priority was given to common sources of “noise”: jobs and vacancies, educational interests, non-commercial queries (lyrics, mp3), and generic search phrases without event context. During initial impressions, the list was expanded based on search term reports. This reduced “empty” clicks and kept cost per conversion within target ranges.

Creative Strategy: English and Arabic Ad Copy for Real Client Needs

Ad texts focused on the core offer: artist type and performance format, ready-made show programs, experience on premium venues, fast response, and event personalization. Trust-building elements were included: status events, regional experience, and prompt communication. Arabic ads were adapted for style expectations and local norms. Call, sitelink, and description extensions were systematically used to increase CTR and simplify contact.

Analytics and Tracking: Conversions and Blind Spots

Conversions included form submissions on key landing pages, phone clicks, and messenger interactions. UTM tagging was mandatory. Events were configured via Tag Manager to prevent double counting. Accuracy was checked on Arabic and English pages, including text direction and layout. Minor barriers were eliminated: CTA visibility on mobile was improved and critical content loading speed optimized.

Launch, Auction Control, and Weekly Optimization Rhythm

The procedure was predictable and strict: daily monitoring of budget and impressions, initial search term cleanup after 48–72 hours, followed by bid and device/time/city adjustments. Responsive Search Ads were tested for headline and description variants, while key position locking was minimized to preserve semantic consistency.

Traffic was redistributed among clusters based on early cost efficiency: the group with the best cost per lead received priority until frequency limits and available traffic were reached.

Geography, Scheduling, and Device Performance

Focus was on large metropolitan areas with high business activity and international events. Ad scheduling followed behavioral peaks — evenings and “business hours.” Mobile bid adjustments were increased as many leads came from phones, but desktop traffic remained important for corporate planning and more considered decisions.

Landing Pages and Traffic Quality

Landing pages were optimized: clear block structure, strong headlines, detailed performance formats, photo/video proof, and clear contact paths (form, phone, WhatsApp). Arabic versions received careful localization, including culturally appropriate phrasing. Micro-trust signals were checked: reviews, venue logos, mentions of major events.

Results and Economics

After traffic stabilization and cleanup, the average CPC was 11.84 UAH. Session conversion rate reached 5.53%, and average cost per conversion was 215.55 UAH. This ensured predictable lead volume with steady reach growth. Search query structure improved, with less “noise” and semantic shifts toward commercial intent.

Qualitative improvements included more inquiries with specific dates and event formats and fewer general interest questions — a direct result of negative keywords, precise semantics, and strict “query → ad → relevant landing” mapping.

Growth Points and Scaling

Scaling relied on careful semantic expansion: related queries with commercial value, geographic refinements for satellite cities, new artist subcategories. A/B testing of rapid landing pages for high-frequency clusters and cautious experiments with Performance Max were planned, with strict feed and audience signal segmentation. Arabic creatives continued to be tested in parallel, boosting relevance in KSA.

Risk Control: Seasonality, Policy, Branding

The entertainment market has pronounced seasonality — peak event periods and quiet times. Bid and budget redistribution scenarios were built for demand shifts. Google policies were strictly followed: no ambiguous claims, no unrealistic promises. Brand ecosystem was reinforced with consistent tone, clear offers, and coherent creatives in both languages.

Technical Stack and Processes

Tools included Google Ads, Tag Manager for events, analytic markup with UTM codes, and search term reports for regular cleanup. Optimization routines fixed key metric review frequency and mandatory actions: landing page checks, indexing updates, and call channel load monitoring.

Conclusions

The project’s success came from disciplined execution. Tight clusters and clean semantics enabled controlled auctions and predictable CPC. Negative keywords removed most noise. English and Arabic creatives improved relevance and trust. Regular optimization kept cost per lead reasonable and allowed volume growth. The result was a stable lead flow with an average cost per conversion of 215.55 UAH, conversion rate of 5.53%, and average CPC of 11.84 UAH.

This approach is sustainable long-term: it allows scaling, adding new artist categories, and increasing presence in key Saudi Arabian cities without losing budget control.