Lucidya Paid Media · Confidential
Month 1 Review
& the Month 2 Plan
Straight answer first: Month 1 produced 5 SQLs against a ~23 commitment — below where we needed to be, and we own it. Underneath the miss is a working model: Saudi Arabia and the UAE produced qualified leads efficiently, the US did not convert yet (we explain exactly why), and Month 2 scales the proven MENA campaigns while the separate US budget pivots to offline activities. Every number sourced from the Google Ads API, HubSpot CRM, and GA4.
🇸🇦 Saudi Arabia — strongest market
$229
cost per conversion · 28 of the account's 41 tracked conversions (68%) on 41% of spend ($6,400 of $15,495)
🇦🇪 UAE — most efficient market
$176
cost per conversion · lowest in the account · hit its May SQL goal (1 of 1) on the smallest budget
⭐ Best campaign — Saudi brand search
$23
cost per conversion · the single most efficient campaign in the account
SQLs vs commitment
5 of ~23
below target — full diagnosis & Month 2 fix inside · funnel 33 leads → 7 MQL → 5 SQL
Month 1 performance at a glance
The guiding decision for Month 2 is concentration — within each budget, not across them: scale the proven KSA and UAE campaigns inside the MENA budget, and pivot the separate US budget from broad prospecting to offline activities (offline-conversion + competitor-conquest), while adding the offline-conversion layer that turns qualified leads into trackable pipeline. Month 1 fell short on SQL volume and the US market underperformed; we own both. At the same time, Saudi and UAE campaigns produced qualified leads at strong efficiency, and the account's tracking and structure — broken under the prior agency — are now rebuilt and reliable. The sections below cover performance by market, what worked and what didn't and why, and the Month 2 plan.
Managed spend
$15,495
across 11 active campaigns · 3 markets
Conversions
41
tracked lead + qualification events · 33 unique leads → 7 MQL → 5 SQL (see §3)
Best cost per conversion
$23
BrandAR (Saudi brand search) · vs ~$10,500 per SQL under the prior agency
Where the SQLs are
MENA
KSA + UAE · US leads largely disqualified
What's working: Where we matched the right market to the right language and intent — Saudi Arabic brand & generic search, UAE AI-Agent — the account is capturing conversions at $23–$229 each: efficient top-of-funnel that Month 2 now has to convert into SQLs at volume. The model underneath works. The two things that held SQL volume back — attribution signal and the US channel — are exactly what the Month 2 plan fixes.
Performance vs commitment: we committed to ~20 KSA + 3 US SQLs and delivered 5. We missed, and three things on our side contributed: our first Demand Gen creative was not good enough and Nesma rejected it, our ClickUp visibility and proactive cadence were not where they should have been, and we were slow to flag the US channel risk. All three are fixed for Month 2 (§10). On cost: blended cost per SQL this month was ~$3,100 — a ~70% reduction from the ~$10,500 per SQL under the prior agency, though still above the $500 target. (Cost-per-conversion of $23–$229 is a separate top-of-funnel metric — not the same unit as cost-per-SQL.) The Month 2 job is converting that improved efficiency into SQL volume.
How to read this deck: §2 what we shipped · §3 the funnel & the honest baseline · §4 the three markets · §5 what's working (scale list) · §6–§7 what isn't and exactly why, including the US · §8 the Month 2 plan · §9 next actions & expected results · §10 what we need from your team.
Account rebuild and optimization work completed in Month 1
Before optimization could even start, the account had to be rebuilt. The previous operator left 114 fragmented campaigns and conversion tracking that fired on page views. Month 1 replaced that foundation and then ran two full optimization cycles on top of it.
| Workstream | Shipped in Month 1 |
|---|
| Account rebuild | 114 campaigns → 11 active, non-overlapping, budget-capped |
| Markets launched | US (Apr 26) · KSA 5 campaigns (May 1) · UAE (May 13) |
| Conversion tracking | HubSpot → GTM → GA4 → Ads · micro-events removed · Lead $5 / MQL $50 / SQL $500 weighted |
| Negative keywords | 70+ US exclusions + KSA Arabic/EN competitor blocks across 2 cycles |
| Ad strength | C2 → Excellent · C8, C10.1, C10.2 → Good · full RSA sets built |
| Audiences | 5 in-market segments (observation) · lookalikes from 2,085 customer + 945 MQL/SQL contacts |
| Creative & copy | 60+ headlines / 16+ descriptions (competitor) · trademark-clean · full US/KSA/UAE RSA sets |
| Match-type discipline | Broad → Phrase/Exact on US C8/C10 · KSA C3/C4 constrained to release trapped budget |
| ClickUp delivery | 32 of 43 tasks complete · 25+ docs, specs & Looms shipped |
Late-month structural wins (May 25–30) that Month 2 compounds on: controlled Broad-Match pivot cut "shopify helpdesk" CPC by 80.7% ($21.98 → $4.24); KSA C4 fixed a single keyword group that was eating 92.2% of daily budget at $38.59/click; US bidding migrated off value-based to volume-conversions to stop the learning-phase distortion. These shipped days ago — their full effect lands in Month 2.
Sources: Google Ads account 385-556-2238 (API v22, pulled 2026-05-31) · ClickUp Lucidya Paid Media list 901415469978 · Reactiiv optimization log Apr 26–May 30.
Lead funnel, spend, and the prior-agency baseline
These are the numbers reconciled across Google Ads conversion imports and the HubSpot CRM lifecycle. We report only what HubSpot can attribute to paid through verified stage transitions — not raw CRM totals, which are inflated by data imports and organic contacts. The honest paid funnel is below.
| Stage | Month 1 (paid) | What it means |
|---|
| Spend | $15,495 | of $20K budget; underspent during the Day-5 billing gap & the US pause |
| Clicks | 3,496 | 37,035 impressions · qualified, on-intent traffic after negatives |
| Inbound leads | 33 | verified form submissions synced to HubSpot |
| MQLs | 7 | marketing-qualified per Lucidya's custom lifecycle |
| SQLs | 5 | concentrated in KSA + UAE; US leads largely disqualified (§7) |
The honest comparison
Same account · same product · different operator
- Prior agency Q1 spend~$30,000
- Prior agency Q1 SQLs2–3
- Prior agency cost/SQL~$10,500
- Prior agency campaigns114
- Inflated "conversions"206,000
Blended cost per SQL this month is ~$3,100 — still above the $500 target, but down from ~$10,500 under the prior agency, while the best campaigns capture a qualified conversion for as little as $23. The economics are working; volume is the Month-2 job. The foundation is no longer the problem.
Context on Month 1 SQL volume
B2B enterprise sales cycle reality
- The offline-conversion layer isn't wired yet. Online tracking worked from launch (it's how the 33 leads / 5 SQLs were recorded); the next layer — syncing CRM stage-transitions back to Ads so Smart Bidding optimizes to SQLs, not just form-fills — is the Month-2 upgrade (§8).
- Volume was the gap. KSA winners convert efficiently; we simply didn't run enough of them, and US spend bought traffic that didn't qualify.
- Sales-cycle tailwind (not a crutch). Enterprise CXM deals mature over 60–90+ days, so some Month 1 leads are still legitimately mid-cycle — upside we're not yet counting.
How to read these numbers: a "conversion" = any single tracked action in Google Ads — a new lead, or a lead advancing to MQL/SQL. So total conversions (41) = 33 unique inbound leads + their 8 downstream MQL/SQL events; 33 is unique people, 41 is total tracked actions. Lifecycle (Lucidya's HubSpot): Inbound Lead = verified paid form submission · MQL = meets marketing-qualification criteria · SQL = accepted by sales as a qualified opportunity. We report only paid-attributed stage transitions, not raw CRM totals.
Sources: Google Ads conversion-action import (HubSpot Inbound Lead / MQL / SQL events) · HubSpot CRM paid-source contacts Apr 26–May 30 · prior-agency baseline per March 27 account audit & original proposal. Raw CRM lifecycle counts deliberately excluded — they include 1,727 offline/import contacts not attributable to paid.
Performance by market
Spend was split roughly evenly across markets — the outcomes were not. Reading the markets separately is the single most important thing this data tells us, because it dictates exactly where Month 2 budget should go.
🇸🇦 KSA
Strongest market
- Spend$6,400
- Conversions28
- Cost / conv$229
- Best campaign$23
Verdict: scale it. 68% of conversions on 41% of spend. Brand & Arabic generic are the highest-efficiency campaigns in the entire account.
🇦🇪 UAE
Most efficient
- Spend$1,229
- Conversions7
- Cost / conv$176
- SQL commit1 / 1 ✓
Verdict: expand it. Launched May 13, lowest cost-per-conversion of any market, and it hit its May SQL commitment on a $2K budget. Underfunded for what it returns.
🇺🇸 US
New market — underperformed
- Spend$7,866
- Conversions6
- Cost / conv$1,311
- Net SQLs~0
Verdict: narrow & learn. No historical data, premium CPCs, well-funded incumbents. We should have flagged the US risk faster; it's now contained to a $1K competitor-only test, and the US budget pivots to offline activities rather than broad prospecting (§7).
How the Month 2 budget works: US and MENA are separate budgets and stay that way. Inside the MENA budget, we scale the proven KSA/UAE campaigns into the impression-share headroom they're already losing (GenericAR ~40%, ProdEN ~65%) — more volume from what already converts, no new spend. The US budget stays in the US but pivots from broad prospecting — which produced ~0 net SQLs on $7,866 — to offline activities: offline-conversion infrastructure and competitor-conquest. No budget moves between markets; each is concentrated on what works in it.
Source: Google Ads API v22, campaign-level spend & conversions, Apr 26–May 30, 2026. "Conversions" = primary conversion actions (verified leads + qualified stages). US net-SQL per Lara's May 19 lead-quality review (5 US leads, 4 disqualified).
Five campaigns producing efficient conversions — these get the Month 2 budget
Every campaign below is capturing conversions efficiently — several at a fraction of the account's historical cost. The Month 2 plan (§8) routes incremental budget straight into these.
| Campaign | Market | Spend | Conv | Cost/conv | ROAS | Read |
|---|
| BrandAR_KSA | 🇸🇦 KSA | $136 | 6 | $23 | 4.98× | Best in account |
| BrandEN_KSA | 🇸🇦 KSA | $403 | 6 | $67 | — | 29.7% CTR |
| AIAgentEN_UAE | 🇦🇪 UAE | $1,229 | 7 | $176 | — | Hit SQL commit |
| GenericAR_KSA | 🇸🇦 KSA | $2,792 | 12 | $233 | — | Volume leader · 40% budget-limited |
| ProdEN_KSA | 🇸🇦 KSA | $1,503 | 3 | $501 | — | $501/conv · 65% budget-limited |
Signal 1 · headroom is real
Our best campaigns are throttled by budget, not demand
GenericAR is losing 40% of impression share to budget; ProdEN is losing 65%. These campaigns convert efficiently and are leaving qualified traffic on the table every day. This is the cleanest possible scale signal — the demand exists and we're rationing it.
Signal 2 · Arabic outperforms
Native-language intent is the moat
BrandAR ($23) outperforms BrandEN ($67) nearly 3:1 on the same brand. Arabic-native search in KSA is where Lucidya's home-market advantage shows up in the numbers — and it's a position US-built competitors structurally can't copy. Month 2 leans hard into Arabic generic + competitor intent.
Source: Google Ads API v22, campaign metrics Apr 26–May 30, 2026. ROAS shown where conversion value tracked; KSA brand value reflects weighted SQL conversion. Impression-share-lost-to-budget pulled from budget_lost_impression_share.
Four things underperformed. Each has a diagnosis and a fix.
No deflection here — these are the campaigns and systems that didn't deliver in Month 1. What matters is that each one has a clear, data-backed cause and a specific correction already scoped for Month 2.
01 · CompEN_KSA
$1,566 for one conversion
English competitor terms in Saudi Arabia drew $35.59 clicks from expat researchers and global comparison-shoppers with no buying authority. This isn't an optimization problem — it's a language-audience mismatch. Saudi enterprise buyers search competitor names in transliterated Arabic. Fix: pause CompEN, launch CompAR with Arabic competitor terms → Arabic LP.
02 · US search campaigns
$7,866 → ~0 net SQLs
Covered in full on §7. Short version: a brand-new channel with no historical conversion data, premium CPCs ($27–$36 on competitor terms), and incumbents who outraised Lucidya's US competitors by orders of magnitude. Fix: contained $1K competitor-conquest test, and the rest of the US budget pivots to offline activities (offline-conversion + competitor) — US budget stays in the US.
03 · Demand Gen creative
First videos were rejected — fairly
The initial Demand Gen videos had quality and text-placement issues and an off-brand watermark. Nesma was right to reject them. Fix: C6 relaunches with professionally produced video to the Intercom-grade benchmark Nesma set; static-only holds the slot until then. This is a creative-QA process gap on our side, now closed (§10).
04 · Attribution signal
The offline-conversion layer isn't wired yet
Online conversion tracking has worked since launch — it's how the funnel above was recorded. The next layer — syncing CRM stage-transitions (MQL/SQL) back to Google Ads as offline conversions — isn't live yet, so Smart Bidding optimizes on form submissions rather than qualified pipeline. This is the standard next step once there's a month of pipeline data to sync, and it's the centerpiece of the US offline-activities budget. Fix: GCLID capture + offline-conversion import with stage-weighted values (§8).
Sources: Google Ads API v22 campaign & CPC data · HubSpot paid-contact GCLID audit (0/208 captured) · Discord client feedback May 17 (video) · Lara lead-quality review May 19.
What converted, what didn't, and why — by intent
Month 1 was thesis development: we cast a wide net across markets, campaign types and keyword intents, then tightened week over week toward the searches that actually converted. The pattern is unambiguous — buyer-intent searches in Arabic converted; builder/DIY and voice/call-center searches burned budget. Everything below is from the Google Ads search-terms and keyword reports.
| Market | Intent that converted | Example queries | Conv | Read |
|---|
| 🇸🇦 KSA | Brand | lucidya · لوسيديا | 11 | Real, cheap brand demand |
| 🇸🇦 KSA | Arabic generic / AI-agent | وكيل ذكاء اصطناعي عربي · تجربة العملاء السعودية | 6 | Arabic-native category intent — the moat |
| 🇸🇦 KSA | Product | customer experience management | 3 | Category-aware buyers |
| 🇸🇦 KSA | Competitor | sprout social | 1 | Competitor intent converts even in KSA |
| 🇦🇪 UAE | Enterprise AI-agent | ai agent for customer service · ai agent platform | 7 | Clean enterprise buyer intent |
| 🇺🇸 US | Builder / DIY | lindy ai agent · build ai agent | ~3 | Wrong audience — building, not buying |
Where budget was wasted (0-conv spend)
- US — builder/DIY queries:
coze agent ($319), ai transformation ($230), make/create ai agent ($360+). People assembling their own tools, not buying enterprise CXM.
- KSA — voice/call-center queries:
ai call center, ai receptionist, brightcall, leadcontact — a different product category; prime negative-keyword targets.
- UAE — voice queries:
dialer for call center, ooma softphone, ai voice agent — same voice-vs-CXM mismatch.
Messaging: clicks vs conversions
- Best converter (KSA AR): "حل شكاوى عملائك آليًا بالعربية" — auto-resolve complaints in Arabic — 10 conv. Outcome + language specificity wins.
- Highest CTR (29.7%): "Lucidya — Arabic CXM Leader · 92% Arabic NLP Accuracy" — authority + proof.
- High clicks, no buyers (US): "Not a Chatbot. Real Resolution" — 1,199 clicks, 5 conv. A curiosity hook that pulls clicks, not qualified demand.
- Generic, 0 conv (US): "Ecommerce Customer Service · All Channels. One Workspace" — no differentiation, no urgency.
The intent insight that explains the whole month: KSA and UAE searches are buyer intent — people actively seeking an Arabic CXM / AI-agent solution. US searches were dominated by builder/DIY and curiosity intent (build-your-own-agent, "what is an AI agent") — the wrong audience, which no bid or budget change fixes. Month 2 doubles down on the Arabic buyer-intent that converts and, in the US, abandons broad prospecting for competitor-conquest where the only intent is purchase.
Source: Google Ads API v22 search-terms report (KSA 124 / US 178 / UAE 28 terms) + keyword & ad-creative performance, Apr 26–May 30, 2026.
Why KSA went quiet in Week 5 — and where the funnel leaks
The question leadership will ask first: KSA was producing, then nearly stopped. Here is exactly what happened, from the day-by-day data — and it was not a campaign failure or a change we made.
| KSA week | Spend | Clicks | Conversions |
|---|
| Wk2 · May 3–9 | $2,041 | 393 | 11 |
| Wk3 · May 10–16 | $1,860 | 368 | 8 |
| Wk4 · May 17–23 | $1,615 | 329 | 8 |
| Wk5 · May 24–30 | $853 | 212 | 1 |
The answer (and why it's not on us): in Week 5 clicks fell only ~35% (329 → 212) but conversions collapsed ~88% (8 → 1). Demand did not disappear — people kept clicking — so this was not a campaign failure. The collapse lands exactly on Saudi Arabia's Hajj and Eid al-Adha holiday period (late May), when enterprise and B2B buying effectively pause — people may click, but procurement decisions stop for the holiday. It is compounded by a known tracking limitation — some sitelink UTMs and the not-yet-wired offline-conversion layer — so a portion of Week-5 leads weren't recorded as paid conversions even where they occurred. Crucially: the KSA campaigns stayed live the whole time, and our optimizations (match-type, negatives) shipped May 30 — after the dip. We did not break the winner; the calendar and a tracking gap masked it. Both normalize post-Eid, and the attribution fix (§8) closes the recording gap.
The one funnel leak worth fixing first
| Landing page (paid destination) | Clicks | Conv | Spend |
|---|
global.lucidya.com/products/omniserve — generic product page (US ×3 campaigns) | ~597 | 0 | ~$2,825 |
www.lucidya.com/ar/solutions — generic AR solutions page | 81 | 0 | $564 |
www.lucidya.com/ar/ai-agent-ppc — dedicated PPC page | 231 | 10 | $2,121 |
(.com / global)/ai-agent-ppc — dedicated PPC pages | 1,181 | 12 | $4,292 |
The verdict from testing destinations: Month 1 ran traffic to several page types (part of the wide-net thesis); the data now gives a clear answer — dedicated /ai-agent-ppc pages convert, while generic product/solutions pages do not. The OmniServe product page took ~597 clicks / ~$2,825 at ~0% conversion because it's a product page, not a conversion page with a lead form. Decisive Month-2 action: route every paid campaign to a dedicated conversion page (and build proper OmniServe/solutions PPC pages with forms) — ~$2,825/mo recovered, the single highest-impact routing fix the data surfaced.
On-site behavior (Microsoft Clarity): MENA visitors engage (41% scroll depth, 56s active) while US visitors bounce fast (20% scroll, 6s active) — corroborating the US wrong-intent traffic. Friction signals to audit: a "Not Found" (404) page appearing in sessions, script errors on ~4.4% of sessions, and some paid-relevant pages served from a staging domain (lucidya-staging.webflow.io) where conversions may not track. Caveat: Clarity's API returns only a ~1–3 day rolling window, so these are current signals, not the full month.
Sources: Google Ads API v22 — daily_trends (KSA by week), landing_page_breakdown, Apr 26–May 30, 2026 · Microsoft Clarity Data Export (MENA + Global projects, current rolling window). GA4 (property G-VNFHMFDBEC) live but no Data-API service account provisioned — session-level funnel pull is a fast-follow once read-only API access is granted.
Why the US underperformed — and what we got wrong
The US was partly a sequencing mistake on our side, compounded by a genuinely hard market — zero historical conversion data against the most heavily funded category on earth. Here's the honest anatomy, starting with what we own.
- What we own — the sequencing. We launched the US at full budget against a cold, zero-data market instead of starting it as a small contained test, and we were slow to cut it. The structural headwinds below are real, but that call was ours and we won't repeat it.
- No historical data to learn from. KSA had years of Lucidya signal; the US started from zero. Smart Bidding needs ~15 conversions/week to optimize — US produced a handful all month, so the algorithm never exited learning. $3,621 went into USAIAgent for 5 conversions while it searched for a pattern that wasn't there yet.
- Premium auction, deep-pocketed incumbents. US competitor terms cost $27–$36 per click. The AI-customer-service category saw competitors raise over $1.6B combined in the last six months — they will outspend a $8K/mo entrant 50:1. Volume plays there are a losing trade for now.
- ICP + landing-page mismatch. US traffic surged with near-zero conversions — the search terms and landing pages weren't tuned to the ecommerce ICP yet. We added negatives and ecommerce keywords mid-month, but a month isn't enough to tune a cold market.
- Lead quality, not just quantity. Of the US leads that did come in, most were disqualified — confirming the traffic, not the tracking, was the issue.
Why narrowing the US was the right move: US is now contained to a $1,000 competitor-conquest line — a joint, data-driven call to keep a presence on competitor terms at minimal cost while the rest of the US budget pivots from broad prospecting to offline activities (offline-conversion + competitor). We keep learning the US cheaply and stop paying premium prices to learn it expensively. Our position on re-entry is explicit: the US scales again only when the offline-conversion signal (§8) proves a repeatable cost-per-SQL — not before.
The efficient-market read: US AI-customer-service / CXM is a saturated, capital-flooded auction. The DTC-CX incumbents — Gorgias, Kustomer, Gladly, Zendesk, Intercom (Fin), Ada — own the category vocabulary, and the funded AI-agent upstarts Sierra ($950M raised) and Decagon ($250M) bid everything up. In an efficient market there is almost no arbitrage: you pay full freight for every click and there's no cheap cold demand to capture. That's not a Lucidya problem — it's the structure of the market.
Option A · recommended entry
Competitor-conquest only
No one in the US knows Lucidya — but they know Gorgias, Kustomer, Zendesk. So stop paying to build category awareness from zero and rank on their names: "Gorgias alternative for DTC," "better resolution than Zendesk," "Kustomer alternative." Capture buyers already in-market and shopping. Highest intent, lowest waste — this is the $1K line we're keeping.
Option B · the endurance case
Stay in, buy data, outlast
Reframe US spend not as "lost money" but as buying data and staying alive in a saturated market until the funded players exhaust budget or pull back — the same decision Lucidya itself is weighing. As they retreat, the auction loosens, results trickle, then compound. A war-of-attrition thesis, viable only at a cost low enough to sustain.
The synthesis (our recommendation): the $1,000 competitor-only US line is both at once — Option A's highest-intent tactic executed as Option B's minimal-cost endurance play. We stay present on the exact terms high-intent buyers search, at a cost low enough to outlast the funding war, and re-scale only when the attribution fix (§8) proves a repeatable cost-per-SQL. Hold this line through Month 2; do not resume broad US prospecting.
Sources: Google Ads API v22 (USAIAgent / USOmniServe / USGeneric / US competitor spend & CPC) · competitive set & category funding per public reporting May 2026 · Lucidya US-pause decision, May 24, 2026.
The keyword and messaging moves for Month 2
Concrete, derived directly from Month 1's converting and wasting searches: add what matches buyer intent, exclude what drains budget, and build new creative as variants of the angles that already converted.
Keywords to add
- KSA — scale Arabic generic: more "Arabic AI agent / Saudi CX / Arabic chatbot" variants; Arabic use-case terms by industry (banking, telco, retail).
- KSA — launch CompAR: transliterated competitor names (سبرينكلر/Sprinklr, كوالتركس/Qualtrics, ميلت ووتر/Meltwater) → Arabic comparison page.
- UAE — expand: add an Arabic AI-agent ad group alongside the converting English terms.
- US — competitor-conquest only: "gorgias alternative," "kustomer alternative for dtc," "zendesk alternative ecommerce," "better than [incumbent]."
Negative keywords to add
- US (builder/DIY): build / make / create ai agent, coze, lindy, "ai transformation," no-code, tutorial.
- KSA + UAE (voice/call-center): call center, ai receptionist, dialer, softphone, voice agent, bpo — different product category.
- All markets: jobs, salary, free, course, "what is" research queries.
New messaging angles (variants of what converted): double down on the winning KSA formula — specific outcome + Arabic-native: "Auto-resolve complaints in Arabic," "85% faster ticket handling," "92% Arabic NLP accuracy." Add industry-specific variants (banking / telco / retail Arabic CX) and a PDPL / data-residency / Vision-2030 trust angle for enterprise procurement. Retire the US curiosity hook ("Not a Chatbot") in favor of comparison-and-outcome copy for competitor-conquest ("Resolve more tickets than [Zendesk] — pay per fix, not per seat").
Derived from Month 1 Google Ads search-terms + ad-creative performance. US competitor keywords reflect Lucidya's actual DTC-CX competitive set; KSA transliterated terms per Arabic enterprise search behavior.
Seven moves, in priority order
This is the plan we're executing — not a wishlist. It's sequenced: fix the signal first, then scale the proven winners, then open the next channel. Owners and rationale on each.
Month 2 focus: inside the MENA budget, unlock the headroom our KSA/UAE winners are already starving for. GenericAR alone is losing ~40% of impression share to budget at $233 per conversion; ProdEN is losing 65%. Scaling the proven KSA and UAE campaigns into that headroom is the highest-confidence lever we have — not a new bet. We'll manage to the leading indicators that move SQLs week over week — qualified-lead volume and KSA efficiency plus the attribution fix — and set a firm Month 2 SQL target with you on the Jun 3 budget call once the budget split and attribution are locked, then report against it weekly.
Sequencing: Week 1 (Jun 2–6) — GCLID + offline-conversion wiring live (#1), CompEN paused (#3). Weeks 1–2 — KSA winner caps lifted (#2), UAE expansion (#4), US contained test running (#5). Weeks 1–2 — consolidate all paid onto dedicated conversion pages (#7). Weeks 2–3 — Demand Gen video relaunch (#6). First proactive weekly report: Monday Jun 8.
1
Deploy offline-conversion import — the US offline-activities centerpiece
How: (1) audit GCLID capture on the lead forms, (2) enable the HubSpot ↔ Google Ads offline-conversion connector, (3) map stage-weighted values (Lead $5 / MQL $50 / SQL $500), (4) verify end-to-end with a test conversion. Online tracking already works; this adds the offline layer so Smart Bidding optimizes to SQLs, not just form submissions. Result: cost/SQL trends down from ~$3,100, reported monthly against your actuals. Owner: Reactiiv + Lucidya mktg-ops · by Jun 6.
2
Scale the KSA winners into their budget headroom
GenericAR is losing 40% impression share to budget; ProdEN 65%. Lift caps on the campaigns already converting at/under target and consolidate KSA under a shared bid strategy to deepen the learning pool. Owner: Reactiiv.
3
Kill the CompEN bleed → launch CompAR
Pause English competitor search in KSA; relaunch against transliterated Arabic competitor terms routed to an Arabic comparison page. Redirects ~$1K/mo from a $1,566-per-conversion campaign into Arabic competitor intent that actually converts. Owner: Reactiiv.
4
Expand UAE
Lowest cost-per-conversion in the account on the smallest budget. Increase UAE allocation and add an Arabic ad group. Owner: Reactiiv, pending budget confirmation.
5
Run the US as a contained competitor-conquest test
Hold at the $1K Lucidya approved; out-rank competitors on their own terms; gather US intent data cheaply. Re-evaluate scaling only once offline-conversion signal proves a viable cost-per-SQL. Owner: Reactiiv.
6
Relaunch Demand Gen with broadcast-grade video
Professionally produced video to the Intercom benchmark + the uploaded customer/MQL lists as seed audiences. YouTube Demand Gen is the cheapest top-of-funnel available right now for B2B. Owner: Reactiiv creative.
7
Consolidate all paid traffic onto dedicated conversion pages
Stop routing paid clicks to generic product/solutions pages (which converted ~0%); point every campaign at a dedicated PPC page with a working lead form. Recovers the ~$2,825/mo currently spent on non-converting destinations. Owner: Reactiiv + Lucidya web.
Leverage estimates from B2B SaaS paid-search practitioner benchmarks (offline-conversion CPA reduction, Demand Gen CPM vs LinkedIn). All campaign actions reconcile to current Google Ads account state pulled 2026-05-31.
What we're doing, and what each action should produce
Every action below is concrete, owned, dated, and tied to a measurable result you can hold us to.
| Action | Owner | By | Expected result |
|---|
| Deploy offline-conversion import (CRM stage-transitions → Google Ads, stage-weighted) — the core of the US offline-activities budget | Reactiiv + Lucidya mktg-ops | Jun 6 | Smart Bidding optimizes to SQLs; blended cost/SQL trends down from ~$3,100 |
| Scale the KSA winners — lift GenericAR / ProdEN budget caps | Reactiiv | Wk 1–2 | Recover the 40% / 65% impression share lost to budget → more qualified leads at sub-$250 CPA |
| Consolidate paid onto dedicated conversion pages — stop sending clicks to generic product pages | Reactiiv + Lucidya web | Wk 1–2 | Recover ~$2,825/mo; higher conversion rate on the same traffic |
| Pause CompEN → launch CompAR (Arabic competitor terms → Arabic comparison page) | Reactiiv | Wk 1 | Stop the $1,566/conv bleed; capture Arabic competitor intent that converts |
| Expand UAE — add an Arabic ad group | Reactiiv | Wk 2 | More volume at the account's lowest CPA (~$176) |
| US: competitor-conquest + offline activities ($1K, contained) | Reactiiv | Ongoing | High-intent prospects on competitor terms; US data without broad-prospecting waste |
| Relaunch Demand Gen with broadcast-grade video | Reactiiv creative | Wk 2–3 | Cheaper top-of-funnel volume feeding KSA |
How we'll prove it: a fixed Monday report tracks each action against its expected result — qualified-lead volume, cost/SQL trend, and the recovered spend — so progress is visible weekly, not at month-end.
Actions reconcile to current Google Ads account state (pulled 2026-05-31) and the Month 1 search-term / landing-page data. Note: LinkedIn + Meta remain available as a future committee-reach layer — no additional spend requested for Month 2.
What we need from you — and the bar we're holding ourselves to
Three dependencies on your side, and the measurable outcomes you can hold us to this month.
What we need from you
- Confirm the Month 2 budget split — MENA budget + the separate US offline-activities budget — owner: Ahmed / SVP, by Jun 3.
- Marketing-ops time to wire offline-conversion import (CRM → Google Ads) — owner: Nesma / mktg-ops, by Jun 6.
- Landing-page support — dedicated conversion pages (Arabic-native + PDPL trust strip) so paid traffic lands somewhere built to convert — owner: Lucidya web, by Jun 10.
The bar we're holding ourselves to
- KSA qualified-lead volume up materially as the winners' budget caps lift (post-Eid)
- Blended cost/SQL trending down from ~$3,100 as offline-conversion goes live
- UAE scaled while holding its ~$176 cost-per-conversion
- ~$2,825/mo recovered via the landing-page consolidation
- A firm SQL target set with you Jun 3, reported every Monday
The honest bottom line: Month 1 told us exactly where Lucidya wins — Arabic buyer-intent in KSA and UAE — and exactly what to stop. Month 2 is execution against the table above, measured weekly, not at month-end.
