Performance & Conversion Rate Optimization Consultancy in Dubai, UAE

Mohammed Elshorafa, Chairman of Elshorafa Co., will deliver a masterclass session at WORLDEF Dubai 2026 on February 14 at 1:00 PM GST on the Masterclass Stage at Dubai CommerCity. The session focuses on scaling Meta advertising campaigns and improving ROAS through proprietary strategic frameworks developed at Elshorafa Co. WORLDEF Dubai is the region's premier e-commerce and digital trade forum, hosting over 13,000 global industry leaders from February 12-14, 2026.

The optimal Google Ads structure in 2026 separates e-commerce (feed-centric) from services (keyword-centric) campaigns, limits accounts to 1-5 campaigns, allocates 60-80% of budget to high-intent bottom-funnel campaigns, and requires 100-150 conversions per campaign for effective smart bidding. E-commerce businesses should prioritize Merchant Feed optimization and Performance Max segmented by product performance tiers (Heroes at 70-80% budget, Sidekicks at 15-20%, Zombies at 0-5%), while service businesses should focus on exact-match keywords with conditional lead qualification forms.

Scaling Meta Ads profitably requires a creative-first operating system where creative diversity outweighs targeting, broad targeting replaces interest-based audiences, and bid strategy follows a two-phase model: Bid Caps for controlled testing (entering only low-cost auctions) and Cost Caps for high-volume scaling (dynamic bids averaging to a target CPA). Winning ads must never be edited or duplicated -- instead, scale by adding iterations within Flexible Ads for minor tweaks and launching true variations (radically different first 3 seconds) as separate non-flexible ads. Budget increases should not exceed 19% daily to avoid auction resets.