How Marqueway generated 860 qualified leads for mainland and free zone company formation in the UAE with a high-efficiency lead generation funnel.
Marqueway is a Dubai-based business setup and company formation consultancy serving the UAE market. They help professionals and expats launch mainland and free zone businesses, offering end-to-end packages from trade licenses to residence visas.
"To generate a consistent, cost-efficient flow of qualified leads from professionals and expats across the UAE actively considering company formation."
Target
Mainland & IFZA Free Zone
Strategy
Low-Friction Entry Point
How we optimized for conversion
Replaced "Book Appointment" with softer prompts like "Free Eligibility Check," which consistently tested better.
Focused on outcomes and proof points rather than fixed pricing, keeping the door open for qualified conversations.
Prioritized Instagram Reels and 9:16 vertical video with direct-to-camera anchors over static posters.
Produced viral-moment content within 48-72 hours, always tied back to legal and compliant brand positioning.
Each ad centered on one clear takeaway with condensed proof points, avoiding cluttered visual hierarchy.
Parallel testing of CTA language and creative variants to sustain performance over the 6-month period.
Static posts were used alongside video to support top-of-funnel awareness and reinforce key proof points to warm audiences, complementing video's stronger performance on cold, high-intent lead generation.
3.67
Frequency
97k+
Unique Reach
Professionals and expats across Dubai, Sharjah, Abu Dhabi, and Ajman actively exploring mainland or free zone company formation.
Overcoming campaign obstacles
Early-stage ad generated zero leads despite spend.
Fully diagnosed and rebuilt with a new creative concept and revised campaign recommendations, restoring lead flow.
Potential drop-off between ad click and final conversion.
Audited lead forms and WhatsApp handoffs as part of the post-click funnel to protect the conversion rate.
There are hundreds of registered business setup agencies in the UAE, with over 240+ specialized consultancies and thousands of general corporate service providers — making differentiation difficult in a saturated market.
Marqueway stood out through consistent, outcome-led creative, a low-friction entry point for prospects, and messaging anchored in legal, compliant, expert-led business setup, building trust in a category where credibility is the biggest differentiator.
Risk of ad fatigue given a frequency of 3.67 across a focused geographic and interest audience.
Creative refreshes (new hooks, formats, and A/B tested CTAs) were rotated regularly to sustain performance across the 6-month run.