Al Masraf Islamic Banking: bilingual Performance Max, EN + AR
Al Masraf's Islamic Banking division needed to grow its Platinum Card lead pipeline across both English and Arabic-speaking audiences in the UAE, with cost efficiency that would hold up under a bank's scrutiny of every dirham spent.
One product, two languages, two very different audiences
English- and Arabic-speaking segments in the UAE respond to different creative, different landing experiences, and convert at different costs. Running both inside a single PMAX structure without losing visibility into per-language performance was the core constraint.
Split bilingual ad sets with dedicated lead-form tracking
Built and ran separate Platinum Card ad sets for Arabic and English audiences, each with its own creative, budget pacing, and cost-per-lead tracking, allowing budget to shift toward whichever language was converting more efficiently in a given week, rather than averaging performance across both.
684 conversions, AED 14.15 average CPA
