Case study

Dubai Autodrome

The context

With the help of its agency Eminence, Dubai Autodrome launched SEA campaigns whilst keeping in mind the following three key objectives:

  1. To boost their online visibility and website traffic
  2. To increase the number of qualified leads
  3. To increase their sales
The results
Summary of SEA performance from January 2017 to December 2019:
137 %

Increase in the number of impressions

104 %

Increase in the number of clicks

111 %

Increase in the number of conversions

52 %

Cost per conversion improvement

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Client presentation

Dubai Autodrome is the United Arab Emirates’ premier multi-purpose motorsports and entertainment complex. Located 25 minutes from the center of Dubai, Dubai Autodrome is an FIA sanctioned 5.39 km motorsports circuit that can accommodate large crowds. It is an ideal entertainment venue for locals and tourists alike. Dubai Autodrome has also been hosting world-class racings for over a decade in the UAE. It offers an outstanding car and karting experience. Their two main audience targets are companies and individual visitors.


01. To create visibility on Google through Search, Display and video campaigns

02. To generate sports car racing requests for individual visitors and team building requests for companies

03. To generate qualified traffic

04. To control costs per acquisition

05. To stand out from the competition

06. To be in top position on the Google search engine results

07. To generate a positive ROI

Our strategy

In order to increase its turnover, Dubai Autodrome turned to Eminence to set up a paid ad strategy, using SEA that would help them achieve their sales objectives and increase their brand awareness.

It is important to note that depending on the type of SEA campaign chosen (Search, Display, Mobile, Video, or Shopping), it is possible to orientate a strategy towards specific objectives such as visibility, conversions or traffic.

Firstly, we worked on improving brand awareness through Google Display ads and video campaigns.

Then, and in order to reach our objectives in terms of conversions (which included reservation requests for individual visitors and quote requests for companies), we created specific Google Search Ad campaigns for each target.

Then, our digital experts set up a tracking plan in order to monitor and adapt the strategy as needed. Our tracking tools allowed us to collect the following information:

  • Conversions
  • Traffic by channel
  • User behavior
  • Purchase and conversion funnels
  • Quality of visits and leads
  • ROI and turnover
Our tools
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