Mohammed Bin Rashid School of Government


About MBRSG:

“The leaders of tomorrow are our focus and the foundation of the future. Our duty is to advance their skills and knowledge to continually enhance the quality of public administration.”   HH Sheikh Mohammed bin Rashid Al Maktoum

Launched in 2005 under the patronage of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai as the first research and teaching institution focusing on governance and public policy in the Arab world. The School aims to support good governance in the UAE and the Arab world, and build future leaders through an integrated system offering education and training programs, as well as research and studies. Learn more


MBRSG has been doing print, email marketing and social media marketing for sometime. They wanted to explore their reach with online advertising and measure the impact of their advertising efforts. They approached Leads Dubai and a marketing strategy was planned.


Increase awareness & get more student registrations for Arab Leadership Program & Open Data through online marketing.

Marketing Channels:

Paid Advertising through:

  1. Google Search Ads
  2. Google Banner Display Ads
  3. Facebook Advertising
  4. Linkedin Advertising


Strategy & Approach:

  1. Good use of landing pages and the shorter form fields were used in order to maximize the registrations.
  2. With Facebook we ensured the Arabic language ad set and employment category of government and leader ship roles in senior positions
  3. With Linkedin Advertising we used sponsored posts to show up in newsfeed of senior management in the right countries
  4. Since most programs were in Arabic language – separate Arabic campaign and creative was done in GCC in order to attract the right audience.
  5. We initially advertised on all platform and then narrowed down to the best performing channel in terms of high registrations.
  6. Since using multiple marketing channels it was important to track conversions data with google analytics.
  7. Use of top conversion parth in multichannel funnel reports told us about the different stages of journey a user went through before registering
  8. It was important to make sure that the ads were visible on the right platforms to complete the registrations.


Key Tools Used:

  • Google Search & Display Campaign Settinga
  • Keyword Match Types & themes
  • Google Analytics Goals, Conversion Path,
  • Remarketing Features
  • Keyword Planner Tool
  • Tag Manager – Conversion tracking
  • Facebook Ads Manager
  • LinkedIn Campaign Manager Platform


Results Achieved:

  1. Campaign Duration was September 14 – December 4. 2015
  2. 5+ million people saw MBRSG Ads & 21000+ new users visited website in 3 months.
  3. 112 people clicked the call button on mobile to call mbrsg office.
  4. Majority registrations came from UAE followed by Saudi, Egypt, Algeria, Tunisia, Jordan, Morocco, Sudan and others.
  5. Display advertising banner ads campaign from google gave maximum traffic and registrations.
  6. The Top conversion path report highlights that a user doesn’t convert more in the first visit. They come to MBRSG site through different sources and converted later. The advertising campaign helped these conversions.