International Property Show Dubai

Background

IPS (International Property Show) is one of the region's largest real estate exhibitions, held at Dubai World Trade Centre with the support of the Dubai Land Department. Each edition brings developers, investors and buyers together, and registrations are the number that matters most to the organizer.

Brief and scope

We have run IPS's paid media for two editions: IPS 2025 in April 2025 and IPS 2026 on 7 to 9 September 2026, both at Dubai World Trade Centre. The goal both times was visitor registrations from Meta and Google Ads. For 2026 the organizer asked its performance marketing agency to beat the previous edition's registrations while spending less.

Deliverables

For IPS 2025 we launched visitor and exhibitor campaigns on Meta and Google Ads with our own video and static creative. For IPS 2026 we started by fixing the foundations: accurate tracking, clean attribution and a clear view of which channel brought in each registration. From there we moved budget to what worked, produced new conversion-focused creative and optimized the campaigns every day until the show opened.

What we delivered across the two editions:

• IPS 2025, Meta Ads: Visitor registration campaigns with video, static and retargeting ads drove 7,821 registrations, and a "Book your stand" campaign brought in 233 exhibitor enquiries.
• IPS 2025, Google Ads: Search and Performance Max campaigns drove 5,187 conversions, and a video awareness campaign delivered 700,000 or more ThruPlays ahead of the show. The edition closed at 30,222 registrations.
• IPS 2026, tracking and attribution: We rebuilt the conversion events so every registration was captured, and tagged every channel with UTMs for clean source tracking in GA4 and reporting.
• IPS 2026, budget strategy: We moved spend off LinkedIn and into Meta and the strongest conversion campaigns.
• IPS 2026, Meta and Google Ads: Our Meta ads management delivered 28,278 leads at AED 10.36 each, 88% of all paid leads on 58% of the spend. Google Search and Performance Max drove 3,687 leads.
• IPS 2026, creative and optimization: We produced new conversion-focused videos and statics through our Google Ads management in Dubai and Meta teams. One AlCaz ad alone generated 2,488 leads at around AED 6 to 7 each. We paused weak ads, scaled winners and tuned audiences, placements and ad hours (8AM to 8PM). The edition closed at 36,496 registrations, up 20.8% year on year.

Results

IPS 2025 closed with 30,222 registrations on AED 564,821 of media, about AED 18.69 per registration. For IPS 2026 we rebuilt the tracking, moved budget into Meta and the strongest conversion campaigns, and produced new creative. The result was 36,496 registrations, 6,274 more than the previous edition (+20.8%), on AED 501,695 of media (11.2% less). Cost per registration fell 26.5% to AED 13.74, and Meta alone delivered 88% of paid leads at AED 10.36 each. For more real estate marketing in Dubai, read the La Vista case study.