ONS DIGITAL / STRATEGY, CREATIVITY & PERFORMANCE

Beyond Boosted Posts: Turning Online Interest into Qualified Enquiries

How an integrated marketing programme increased qualified enquiries and reduced advertising spend for a Dubai nightlife business.

Hospitality and nightlife | Dubai · Anonymous case study

How a Dubai nightlife business increased qualified enquiries while reducing advertising spend.

Results at a glance

250 to 300 qualified enquiries per month
70% reduction in advertising spend
5× attributable revenue to total marketing costs

The challenge

The venue relied heavily on boosted social media posts to promote its events. While this generated visibility, it produced fewer than 10 qualified enquiries a month.

The business needed a more reliable way to reach people planning a night out and turn their interest into table enquiries.

Our approach

ONS rebuilt the marketing journey around how potential guests discover a venue, explore its events and make contact.

We improved the website’s mobile experience and made it easier to enquire through WhatsApp or phone. Search optimisation and Google Business Profile improvements supported local discovery, while Google and Meta campaigns focused on relevant audiences and enquiries.

Photography, video and event content gave potential guests a clearer picture of the experience. Campaign decisions were informed by website tracking, advertising dashboards and daily booking updates from the client.

Boosted posts remained a way to support visibility, but they became part of a wider marketing plan with clearer commercial objectives.

The results

Within six months, qualified enquiries increased from fewer than 10 to approximately 250 to 300 per month, while advertising spend decreased by 70%.

Monthly attributable revenue reached 5 times total marketing costs, measured on a month-by-month basis.

Qualified enquiries were unique calls or WhatsApp messages from people asking about an event or looking to book a table for an upcoming night. Job applications, supplier approaches and unrelated messages were excluded.

Enquiry records were checked against the client’s daily booking updates. Enquiries were measured separately from confirmed bookings and venue attendance.

What this demonstrates

Boosting a post can help people notice a venue. Turning that attention into enquiries requires relevant targeting, useful content, an easy booking journey and consistent follow-up.

Client identity withheld for confidentiality.

The revenue multiple is attributable revenue divided by all marketing costs. It is not a profit-based ROI (return on investment) calculation.