If you don't know what a normal cost per lead looks like for your project tier, you can't tell whether your campaign is healthy or hemorrhaging. We pulled aggregate data from 47 active off-plan campaigns we manage in 2026 and broke it down so you can compare your own numbers against the market.
1Cost Per Qualified Lead by Project Tier
"Qualified lead" here means a lead that responded to the first WhatsApp message — not just a form submission. Numbers are in AED.
2Cost Per Lead by Traffic Source
Same projects, different channels. Wide ranges because each channel's economics depend heavily on how well it's set up.
- Google Ads (project-name keywords): AED 280-650 per qualified lead. The cleanest channel.
- Google Ads (developer-name keywords): AED 600-1,400. Higher CPC, lower intent. Use sparingly.
- Meta Ads (lookalike audiences): AED 180-450 per qualified lead — but only with a high-quality seed audience and a strong creative testing programme.
- Property Finder featured listings: AED 950-1,700. Includes the listing fee and the lower lead-quality tax.
- Bayut featured listings: AED 880-1,500. Similar profile to Property Finder.
- Organic SEO (project landing page): AED 60-180 per qualified lead. Highest ROI, longest ramp-up (4-6 months).
Note the gap between paid social (cheapest CPL) and portal listings (most expensive CPL). Most Dubai brokers' marketing budgets are inverted — they spend the most on the most expensive channel.
3Cost Per Meeting Booked
The number that actually matters. CPL × 1/lead-to-meeting-rate.
4Cost Per Closed Deal
Cost per meeting × 1/meeting-to-deal rate. Across our book in 2026 the median is AED 14,000-22,000 in marketing spend per closed off-plan deal. With average commissions in the AED 30-80K range depending on project, that's a healthy 2-4x ROAS on marketing spend alone.
5How To Lower Your CPL Without Killing Volume
- Tighten match types. Move from broad to phrase, then phrase to exact, over 30 days.
- Build a real negative keyword list. Start at 50, grow to 200+ over a quarter.
- Switch conversion goal to WhatsApp click. Cleaner signal for Smart Bidding to optimise against.
- Increase mobile bid adjustment. 87% of off-plan ad traffic is mobile.
- Fix your landing page mobile LCP. Going from 4s to under 2.5s typically lifts conversion 15-25%.
- Add a 24/7 WhatsApp auto-reply. Captures the 38% of leads who submit between 8pm and 8am.
Want a free CPL audit on your current campaign?
If your CPL or cost-per-meeting is far above the ranges in this post, the leak is almost always in one of three places: keyword match types, conversion tracking signal, or landing page speed. We'll audit all three for free in 30 minutes — no pitch, just findings. Book the audit.
Where to read next
If your CPL is high and you suspect Google Ads is the leak, see how the top 5 agencies structure their accounts. If your CPL is fine but lead-to-meeting is low, the leak is in your response time.