01 / Overview
In three months, Thiqa managed Instagram Ads for Thiqa Education — a UAE tutoring and private lessons provider — generating 593 qualified parent conversations at AED 29.48 each, reaching 109,139 people across the UAE. The campaign targeted mothers aged 25–54, with the 35–44 bracket proving the most responsive. All results came exclusively from Instagram placements, confirming it as the right channel for this audience.
02 / The Challenge
What We Were Up Against
Thiqa Education, a UAE-based tutoring and private lessons provider, needed to reach parents actively looking to enroll their children in classes, book private tutors, or access academic support — through a single platform: Instagram.
Reaching the right audience — parents, not students — on a platform dominated by lifestyle content
Education is a considered purchase: parents research before committing, making conversion harder
UAE's competitive education market drives up ad costs when targeting isn't precise
No existing paid media infrastructure optimised for lead generation via Instagram messaging
03 / How We Generated 593 Parent Leads on Instagram
How We Fixed It
Parent-First Audience Strategy
Targeted UAE mothers aged 25–54, focusing on the 25–44 core bracket where education purchase intent is highest. Excluded student-age segments to ensure every dirham reached decision-makers, not the students themselves.
Messaging Objective — DM as the Conversion Event
Optimised campaigns for Instagram Direct Message conversations rather than link clicks or form fills, reducing friction for UAE parents who prefer to ask questions before committing to a programme.
Instagram-Concentrated Budget
Consolidated the entire budget on Instagram after early data confirmed it was the sole platform delivering results. Zero budget was wasted on placements generating no conversations.
Audience Insight & Weekly Refinement
Analysed demographic performance week by week. The 35–44 age bracket emerged as the highest-converting segment, driving the majority of the 593 conversations. Budget was gradually shifted toward this group to lower the blended cost per lead.
04 / 3 Months of Consistent Lead Flow
The Numbers
593
Leads Generated
Messaging conversations
AED 29.48
Cost Per Lead
Per conversation started
109,139
Reach
UAE audience
99.7%
Female Audience
591 of 593 results
35–44
Top Age Group
Highest converting segment
05 / Verified platform data — Meta Ads Manager
Platform Screenshots
Performance Overview — Conversations & Reach
Demographics — Age & Gender Breakdown
Placement per Platform — Instagram Dominant