Google Ads in Arabic: Keyword Research and Ad Copy for UAE…

Many UAE advertisers run Google Ads only in English or simply translate their English campaigns. But a large share of customers search in Arabic, especially for local services, and they may not see translated copy as natural. A properly planned Arabic campaign can reach people your competitors miss, often at attractive costs, because fewer advertisers do it well.

This guide explains how to research Arabic keywords, write ad copy, set up campaigns and measure results. Google updates its tools, so check the current options in your account.

Why Arabic campaigns need separate attention

Arabic has dialects and spelling variations that affect how people type.
People mix English brand and product names, sometimes in Latin letters and sometimes in Arabic letters.
Arabic text is written right to left, which affects ad previews and landing pages.
Search volume tools may show limited data for some Arabic phrases.
Tone and formality differ from English ad copy.

Step 1: Decide your language targeting

Google Ads lets you target by language, which matches the language setting of the user's browser or search, not necessarily the language of the query. Think about who you want to reach.

Create separate Arabic and English campaigns so that budgets, ads and results are clear.
Target Arabic as a language for the Arabic campaign, and write keywords in Arabic.
Use location targeting for the emirates or areas you serve.
Consider an additional campaign for English keywords in Arabic-language settings if you see demand.

Step 2: Research Arabic keywords

Start from your services and ask native speakers how they would search.
Use Keyword Planner with Arabic seeds and the Arabic language setting.
Use Google autocomplete and related searches in Arabic.
Review your Search Console queries and your WhatsApp and phone enquiries for real wording.
Check competitors' Arabic ads and landing pages.
Review the search terms report in running campaigns for new phrases.

Step 3: Handle dialects and spelling

People may write the same word in several ways: with different forms of letters such as alef or yaa, with or without diacritics, or using colloquial words. You do not need every variation as a separate keyword, but you should test the main ones.

Include the standard form and the most common colloquial form.
Add common spelling variants where you see them in the search terms report.
Include transliterated English terms when customers use them.
Use phrase and exact match for control, and review close variants.

Step 4: Structure the campaign

One theme per ad group, such as one service and its location.
Keep Arabic keywords with Arabic ads and Arabic landing pages.
Add location terms such as Dubai, Abu Dhabi or neighbourhood names in Arabic.
Create separate groups for emergency, price and brand searches where intent differs.

Step 5: Write natural Arabic ad copy

Do not translate your English ads word for word. Ask a native writer to create the copy with the same message and a natural tone.

Include the main keyword in the headline in natural Arabic.
Lead with the benefit: speed, quality, price clarity or local presence.
Add a clear call to action: 'احجز الآن', 'اتصل بنا' or 'اطلب عرض سعر'.
Use numbers and facts only when they are true, such as years of experience, opening hours or service areas.
Keep the tone polished but not stiff; avoid overly formal or literal phrasing.
Write several headlines and descriptions so that the system can combine them.
Check how the ad looks in right-to-left previews, and review punctuation and numerals.

Step 6: Use assets and extensions

Call assets with the right phone number and schedule.
Location assets linked to your Business Profile.
Sitelinks to your main Arabic service pages.
Callouts such as free consultation, same-day service or Arabic and English support, only if accurate.
Structured snippets and price assets where relevant.

Step 7: Build strong Arabic landing pages

The page language should match the ad.
Use right-to-left layout and Arabic-friendly fonts.
Show the key offer and call to action above the fold.
Add WhatsApp, call and form options, tested on mobile.
Include trust information: reviews, address and business details.
Make sure forms work with Arabic names and addresses.

Step 8: Negative keywords in Arabic

Review the search terms report in Arabic and add irrelevant phrases as negatives, such as job-related or free-seeking terms, and unrelated meanings of ambiguous words. Include spelling variations, since negatives do not match them automatically. Our negative keywords guide explains the match types.

Step 9: Set bids and budgets sensibly

Start with a daily budget that lets each campaign gather data for several weeks.
Use conversion tracking so that bidding strategies can learn from real results.
Compare Arabic and English campaigns by cost per lead or sale, not clicks alone.
Adjust budgets towards the language and campaigns that perform.

Step 10: Measure and improve

Track calls, forms and WhatsApp clicks separately for Arabic and English.
Check lead quality, not only quantity.
Review search terms weekly at first.
Test new headlines and descriptions regularly.
Check device performance, since Arabic searchers are mostly on mobile.
Ask customers how they found you and in which language.

Common mistakes

Machine-translated ads.
Sending Arabic ads to English pages.
Mixing languages in one campaign.
Ignoring dialect and spelling variants.
Not adding Arabic negatives.
Using only formal Arabic that nobody uses in searches.
Neglecting right-to-left testing.

Frequently asked questions

Is Arabic search cheaper than English?

It can be in some categories, but costs vary by industry and competition. Test and compare.

Do I need separate budgets?

Separate campaigns give clearer control and reporting.

Can I use responsive search ads in Arabic?

Yes. Provide several strong Arabic headlines and descriptions, and review the combinations.

Our Google Ads team builds Arabic and English campaigns with native copywriters and full tracking. Message us on WhatsApp or book a free 30-minute call.