Shipa Delivery Case Study

SEO · Paid Ads · Lead Generation · Content Strategy

About Shipa Delivery

Shipa Delivery is a B2B logistics provider operating as a delivery partner for businesses of all sizes across the UAE from emerging startups and growing SMEs to established enterprise accounts. With a product built around reliability, scale, and operational flexibility, Shipa needed a paid media strategy capable of reaching decision-makers at every stage of the business journey.

We were engaged to plan and manage lead generation campaigns across Google Ads and Meta, with the objective of driving a consistent pipeline of qualified business leads for the Shipa Delivery sales team.

The Challenge

Generating qualified B2B leads in the logistics space presents a distinct set of challenges. Unlike consumer campaigns optimised for immediate purchase, Shipa’s target audience spans a wide range of business profiles each with different delivery volumes, operational needs, and decision-making cycles. Key challenges included:

Reaching

Reaching a broad but highly specific audience businesses actively seeking or evaluating a delivery partner across a competitive UAE market where logistics providers are numerous and switching costs are perceived as high.

Differentiating

Differentiating Shipa Delivery’s proposition to audiences ranging from small business owners managing their own logistics to procurement and operations leads at enterprise level, each requiring distinct messaging.

Generating leads

Generating leads that were genuinely sales-qualified, not merely form fills ensuring campaign volume translated into real commercial conversations for the Shipa team.

Balancing reach

Balancing reach and efficiency across two platforms with fundamentally different audience behaviours: Google capturing active search intent, and Meta enabling proactive audience targeting and brand consideration.

Managing lead quality

Managing lead quality across business sizes, ensuring smaller accounts and high-value enterprise prospects were handled with appropriately segmented targeting and creative.

Our Approach

We built a dual-platform lead generation strategy designed to capture demand at every stage of the B2B buying cycle. On Google, we focused on intercepting high-intent searches from businesses actively looking for delivery solutions. On Meta, we built audience funnels to generate awareness and consideration among business owners and operations decision-makers who had not yet begun an active search.

Throughout, the emphasis was on lead quality over volume structuring campaigns, creative, and qualification signals to ensure the pipeline delivered to Shipa’s sales team was genuinely commercial.

The Process

We executed an integrated paid media strategy across Google Ads and Meta, structured around audience segmentation, intent capture, and ongoing optimisation:

01

|

Google Ads Search & Lead Generation

  • Built Search campaigns targeting high-intent keywords across delivery, logistics, and courier categories relevant to businesses in the UAE, capturing prospects at the point of active need.
  • Developed tightly themed ad groups segmented by business intent signals including delivery volume, industry verticals, and service type to serve the most relevant messaging to each query type.
  • Implemented robust negative keyword strategies to filter out consumer and personal delivery searches, protecting budget exclusively for business-relevant traffic.
  • Structured campaigns to differentiate between SME and enterprise intent signals, applying bid adjustments and tailored ad copy to reflect the needs of each audience segment.
  • Continuously refined keyword lists, match types, and ad copy based on search term performance data to improve lead quality and cost efficiency over time.
02

|

Meta Ads Audience Targeting & Funnel Building

  • Built prospecting campaigns targeting business owners, operations managers, and logistics decision-makers across the UAE using interest-based, behavioural, and job title targeting.
  • Developed creative and copy tailored to the distinct concerns of different business sizes from the agility and simplicity Shipa offers smaller businesses, to the scalability and reliability relevant to larger enterprise clients.
  • Deployed lead generation campaigns using native Meta lead forms, reducing friction in the conversion process and enabling seamless data capture directly within the platform.
  • Built retargeting audiences to re-engage users who had previously interacted with Shipa’s ads or visited the website, maintaining presence across longer B2B consideration cycles.
  • Tested creative formats including static, carousel, and short-form video to identify the highest-performing combinations for each audience segment.

The Results

| Paid Ads

77%+

Conv. rate in Google ads

55%-

Cost/Conv in Google ads

2X

Qualified Leads

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