Goal: Attract advertisers and users in the massage, spa, and wellness services sector
Location: UAE, initially Dubai
1. Project Description
Pro-body.ae is a niche platform-directory of massage therapists, massage centers, and spa salons.
The platform hosts profiles of specialists, salons, and studios, accessible for search via map, filters, and categories.
Two main audiences of the project:
Advertisers: massage therapists, massage salons, spa and wellness centers
Visitors/clients: users searching for massage and spa services
Promotion format: website and map with catalog, accessible from desktop and mobile devices.
The website is configured with goals (events) via Google Tag Manager and GA4 — including clicks on WhatsApp, registration, profile view, balance top-up, etc.
2. Background of advertising campaigns
Previously, contextual advertising was set up independently through Google Ads.
Test campaigns targeted English-speaking and Russian-speaking audiences.
The main focus was on search advertising and Performance Max.
The site has events set up in GA4, but an audit of data transmission accuracy is required, especially for advertiser goals (registration, registration button clicks, etc.).
3. Tasks for the specialist
Stage 1. Audit
Check the correctness of event setup in Google Tag Manager and GA4.
Review settings of existing advertising accounts: goals, segments, audiences, campaigns, keywords.
Check conversion settings in Google Ads (import goals from GA4, track WhatsApp clicks, registrations, etc.).
Analyze current campaigns (if active) based on metrics:
CTR, CPC, CPA, conversions for targeted goals
Presence of negative keywords, correct geo-targeting setup (Dubai, UAE)
Relevance of texts and creatives to target audiences
Stage 2. Strategy development and launch
Develop two advertising funnels:
Advertisers (B2B):
Goal: registration, profile submission, service purchase, etc.
Geography: Dubai
Language: English + testing of Russian-speaking segment
Advertising campaigns:
Clients (B2C):
Goal: click on WhatsApp/therapist's number, booking
Geography: Dubai, targeting expats and tourists
Language: English
Advertising campaigns:
Search: “massage near me Dubai”, “spa center JBR”, “Thai massage Dubai”, etc.
Performance Max and/or Discovery, including automated formats
Remarketing
Stage 3. Optimization and reporting
Set goals considering business objectives: number of registered advertisers — main KPI.
A/B testing of creatives, texts, audiences.
Provide regular reports: effectiveness by segments, lead cost, user actions on the site.
4. Additional: Comprehensive promotion (discussed upon request)
It is proposed to expand promotion to other platforms:
Instagram / Facebook Ads (especially effective for visual niches)
TikTok Ads (if focus is on B2C clients)
Page management, banners, creatives, reels
Influencer marketing in the UAE (masters, wellness bloggers)
5. Main KPI and expectations
Metric | Description |
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Main goal | Registration of advertisers (masters, salons) |
Secondary goal | Attract clients to the site, conversions in WhatsApp |
Campaign language | English (priority), additional testing — Russian
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6. Input data (will be provided):
Access to Google Ads, GA4, Google Tag Manager
List of installed events and goals
Banners and texts, if available (or assistance needed in creation)
Advertising budget (for testing — discussed separately)