Real estate accounts in the GCC still use single keyword ad groups long after close variants made that structure unworkable. The structure that works today is one campaign per project or community so budget stays under separate control, three to six ad groups mapped to intent stage rather than to individual keywords, deliberate geo layers covering local, regional GCC and international buyer demand with presence targeting rather than presence or interest, a separated brand and competitor campaign so branded leads do not flatter generic performance, and a single conversion definition applied identically everywhere with WhatsApp clicks treated as secondary rather than primary.