Abdul Rehiman Parkar — Performance Marketer, Dubai

Spend is easy. Turning it into conversations isn't.

I'm Abdul Rehiman Parkar. For nine years I've built the funnels that carry a stranger from an ad impression to a booked, paid-for trip — mostly through the channel the Gulf actually buys on.

Run the numbers See the work

12.5:1

Return on ad spend
net revenue, best month

Case 01 / Travel & tourism, Dubai

Al Maqam

Digital Marketing Specialist
Aug 2023 – Dec 2024
AED 12K monthly spend, peak month

Problem

Ads were pushing clicks into WhatsApp, but only one in forty became a real conversation. The media buying was fine. Everything after the click was leaking.

Move

I stopped optimising for cheaper clicks and started optimising the first line a customer reads. Hooks, offer framing and opening messages tested week after week, with segment-specific creative replacing one-size-fits-all campaigns.

Result

Three times as many clicks turned into conversations — same budget, same audience, same market.

Clicks that started a conversation

2.5%

Before

7.5%

After

12.5:1

Peak ROAS, net revenue

AED 1.5M

Bookings, best month

Takeaway

Most accounts don't have a traffic problem. They have a first-message problem — and it's far cheaper to fix.

Case 02 / Organic & AI visibility

Orient Holidays
& Al Maqam

Two group websites
Rebuilt 2026
SEO, content & web

Problem

Both brands ran on paid media alone. Orient Holidays had no analytics installed at all — no GA4, no Search Console — so organic performance wasn't just poor, it was invisible. Nothing could be measured, so nothing could be improved.

Move

Rebuilt both sites around how travellers actually search, and instrumented them properly from day one. Then published destination guides and holiday FAQs written for UAE travellers — the questions people genuinely type — rather than generic brochure copy.

Result

844 queries ranking across the two sites, 328 organic clicks and 30 contact enquiries in 28 days. On the newer site, ChatGPT already sends more sessions than Google — the content is being surfaced by assistants while it is still climbing Google.

Search Console — last 28 days

Al Maqam

314Clicks

10KImpressions

8.6Avg. position

635Queries ranking

Orient Holidays — first month live

209Queries ranking

1.97KImpressions

57%Scroll depth

0Tracked before rebuild

ChatGPT

is the single largest external referrer to Orient Holidays — ahead of Google, over the same period.

Traffic now arrives from

Google ChatGPT Copilot Bing Instagram Snapchat

Orient Holidays had no analytics at all before the rebuild — its first month of data is the first the brand has ever had on organic search. It now ranks on non-branded intent terms such as “beach holidays from Dubai” and “Seychelles holiday packages from Dubai”.

Takeaway

Content written the way people actually ask questions gets surfaced by more than one search engine.