Mefaa is a business law firm advising companies across Saudi Arabia on contracts, company formation, governance and compliance, disputes and real estate. An Arabic Google Ads search campaign with ad groups by legal matter: law firm, legal advice, company formation, contracts, trademarks, franchising and real-estate disputes. Corporate-lawyer ad groups for Riyadh, Jeddah, and Dammam and the Eastern Province.
The business
Mefaa is a business law firm serving companies across Saudi Arabia. It advises on contracts, company formation, governance and compliance, disputes and litigation, and real estate, from setting up a company through to growth. Its Arabic website lets people start with a WhatsApp message, a phone call or an enquiry form.
What we set out to do
The firm wanted contact from people searching in Arabic for a lawyer or legal advice for their business. Someone forming a company and someone caught in a property dispute need different conversations, so the searches had to be grouped by legal matter. Every WhatsApp tap, call tap and form had to trace back to the ad click behind it.
What we built
The Arabic search campaign has ad groups by legal matter: a law firm, legal advice and a legal adviser; company formation and corporate legal services; contract drafting and review; trademark registration; franchising; real-estate advice, disputes and enforcement; governance; and estate matters. Corporate-lawyer ad groups cover Riyadh, Jeddah, and Dammam and the Eastern Province within the wider Saudi reach.
- Company formation
- Contract drafting and review
- Trademark registration
- Franchise advice
- Real-estate disputes and enforcement
- Corporate lawyers by city
More than half of ad clicks landed on the home page, which opens with a choice of legal matter and a WhatsApp button. Google Ads records each WhatsApp tap, phone-number tap and sent form against the ad click that produced it.
What happened
Over the 16 days the ads ran, about one in five ad clicks led to a contact action. Ads were clicked on 7% of the times they were shown. The first eight days produced contact at a higher rate than the second eight, so the 16-day figure is the fair one to quote.
WhatsApp came first
61% of contact actions were taps on the WhatsApp button, more than phone-number taps and forms combined. A message lets someone set out a legal matter in their own words and time, which suits a first approach to a law firm.
Phones did most of the searching
85% of ad clicks came from mobile phones, and phones made about the same share of contact. On a phone, a tap on WhatsApp opens a conversation straight away, so the pages the ads lead to have to work first on a small screen.
Much of the interest came after hours
More than half of ad clicks, and six in ten contact actions, came after 5 pm or before 8 am Riyadh time. Those evening and early clicks turned into contact at least as often as daytime clicks. Keeping the ads running into the evening, with WhatsApp ready to take the first message, suits that pattern.
City groups drew a fifth of clicks
The corporate-lawyer groups for Riyadh, Jeddah, and Dammam and the Eastern Province brought about a fifth of ad clicks. Over 16 days they produced too few contact actions to rank them against the rest of the account, so they need a longer run before the budget is moved towards or away from them.
How we measured it
A contact action is a WhatsApp tap, a phone-number tap or a sent enquiry form, recorded by Google Ads and counted once per ad click. The contact rate is contact actions divided by ad clicks over the same days, rounded down. Contact actions show intent to get in touch, not confirmed conversations or new clients, and no job outcomes are recorded for them, so this page reports contact rates rather than revenue.
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