TGP International is a global hospitality and food and beverage group. They came to Jade Antlers with real budget, several hard markets, and a pipeline that needed a credible lift. We rebuilt the whole program around one question that most agencies avoid: did this spend create signed revenue? It did, and we can trace every pound of it.
Partner since June 2024. Tracked in HubSpot, not guessed.
Headline returns are real and client approved. Throughout, operational metrics are shown as comparisons rather than raw figures, to protect commercial data.
TGP International designs, builds, operates and markets restaurants, hotels and food and beverage destinations for some of the best known groups in the world. Their teams sit in London, Dubai, Riyadh, Cairo and Singapore. Their work spans destination dining, large scale events, hotel food and beverage, franchising and wellness.
That reach is also the difficulty. Selling high value advisory and design work to enterprise buyers in the Gulf, Europe and Asia means several different markets, two main languages, and long, considered buying decisions. A single generic campaign was never going to fit all of that.
When we took the account on, the spend was working hard but not smart. Four problems were quietly draining the budget and hiding the truth about what was actually working.
Dozens of overlapping campaigns built up over years, many left on from an older setup. Spend and attention were spread thin across things that no longer mattered.
Ads were showing for job seekers, students, low value franchise queries and rival design firms. Clicks looked busy, but a lot of them could never become a real project.
The dashboards showed impressions and clicks. None of it told leadership whether qualified buyers were entering the pipeline, or whether a single deal had closed.
The Gulf in English and Arabic, Europe, and a new push into Asia. Each one buys differently. One playbook copied across all of them was never going to land.
The real issue: nobody could draw a clean line from a search to a signed contract. So nobody could say where to put the next pound. Our first job was not more spend. It was clarity.
We do not sell a quarter and disappear into a dashboard. We run the same four phase system we use for every client, on a weekly rhythm, so each week of spend builds on the last.
Clean account, the real keyword universe, conversion tracking wired into HubSpot, one source of truth.
Native paid demand across Google and LinkedIn, built on real buying intent in each market, in English and Arabic.
Landing page and form work that turns clicks into sales ready conversations, the step most agencies skip.
Lead scoring and follow up shaped for long, considered buying, handed cleanly to the sales team.
A weekly Plan, Do, Check, Act loop runs across all four.
Every lead is tagged at the source, so it can be traced back to the exact campaign and search that created it. Google and LinkedIn feed GA4. GA4 feeds HubSpot. HubSpot shows the deal. That chain is what let us report on signed revenue, not clicks.
Leadership does not need a PPC dictionary to read our work. Each month they see what entered the pipeline, what closed, and what it cost, in plain language. The numbers their finance team already tracks. This is the same lens we use across every channel below.
advisory, design or franchise, each lead traceable to the campaign behind it
it became the largest paid source of website conversions, alongside the organic growth we drove
Saudi Arabia visitors converted at roughly double the rate of the UAE, so we shifted weight toward the strongest market
We rebuilt the account from the ground up. Old and overlapping campaigns were retired. In their place, a clean structure organised by market and by service, so every pound could be steered, measured and defended.
We mapped the real language buyers use, from broad service terms to very specific high intent searches, in both English and Arabic. Just as important, we built a firewall of more than six thousand negative keywords to keep the budget away from anything that could never become a project: job hunters, students, cheap franchise seekers, fast food brands and rival agencies.
The winning searches were unmistakably high value, things like hospitality companies in Dubai, interior design Riyadh, fit out companies in Riyadh and event management companies in Dubai, alongside Arabic terms for interior design and restaurant franchising. Against strong local competition, the ads now hold the top of the search page roughly seven times out of ten.
Benchmark range for business services search in 2025 to 2026: click-through rate around 3 to 5 percent, cost per click around 5 to 6 US dollars, cost per lead around 100 US dollars. Sources at the end. In the core Gulf markets, conversion rates also landed at or above the B2B benchmark.
business intent signals layered in, from business professionals and commercial property to financial services and food and dining, to lean spend toward buyers, not browsers
most enquiries came from desktop, where the serious research happens, so bids were weighted there
catering demand spikes around events and Ramadan, so those ads run hardest exactly when buyers act
tight targeting on Dubai, Abu Dhabi, Riyadh and Jeddah, budget following the markets that convert
a skew toward working age, higher income buyers, with brand safe exclusions
sitelinks, callouts and images kept fresh, including new project photography rolled across every ad
In 2026 we opened a new front in Singapore, Indonesia and Malaysia for TGP's food, beverage, design and wellness work. We sit in the team's weekly Asia marketing call and build the engine live with them.
Even as a young campaign, click-through rate landed well above the B2B search average and cost per click came in far below the benchmark.
A newer market needs time to learn which clicks become leads, so we are tightening targeting and landing pages.
Weekly reviews mean decisions happen fast, the same system that matured the Gulf account now compounding here.
The honest read: the Asia pillar is younger than the Gulf engine, so we report it as a market in its growth phase. The efficiency signals are already strong. We do not dress up a partial picture, and clients tell us that straight talk is exactly why they stay.
Google captures buyers who are already searching. LinkedIn puts TGP in front of the right people before they search at all. We ran it as a full funnel program, from broad awareness down to named leads.
We boosted TGP's best ideas, things like food halls versus food courts, mega event trends and placemaking, to build authority across the Gulf hospitality scene at a very low cost per view. We turned the wellness report into a lead magnet across the Gulf, Europe and Asia, where it earned engagement several times above the LinkedIn average. And we ran lead forms that captured hundreds of senior B2B contacts straight into the pipeline.
The targeting put TGP in front of decision makers at exactly the kind of organisations they want as clients: leading global hotel groups, major regional food and beverage groups, and large Gulf conglomerates. The audience was senior, relevant and on brand.
Paid media rents attention. Organic search owns it. We advised on a content and SEO foundation so TGP keeps showing up long after the ads pause, and so the brand grows as the paid work creates demand.
A pillar page structure across TGP's core services, from hospitality interior design to catering, events and management, so search engines understand what TGP does and rank it for the right terms. Underneath that, a steady content engine of guides and trend pieces that pull in buyers researching at the top of the funnel.
Branded demand grew over the engagement, a clear sign that the paid and content work was lifting the whole brand, not just buying clicks. The blog now captures high intent industry searches each month.
Because every lead was traced back to its source, we could prove the outcome the way a finance team would want it: not in clicks, but in closed deals and return on investment.
The pipeline was not built on one lucky win. Search attributed deals ranged from brand refreshes and catering branding to concept feasibility advisory and a multi brand marketing retainer, anchored by one major restaurant concept advisory project. Bars show the relative size of the deal mix.
Trust was built one proven result at a time. TGP keeps expanding the scope, and keeps renewing month after month.
Account rebuilt around UAE and KSA, tracking wired into HubSpot.
Search scaled to a six figure program, with a pillar page and content foundation advised alongside.
Thought leadership, the wellness report lead magnet, and lead forms across the Gulf, Europe and Asia.
A new Google Search engine for Singapore, Indonesia and Malaysia, built live with the Asia team.
Landing page optimization, a dedicated commercial kitchen design campaign, plus Meta and ChatGPT ad pilots on the table.
The result was not luck. It came from how the work is owned, measured and pushed forward, week after week.
One senior lead builds the campaigns, sits in the weekly call and holds the pipeline number. No silent handoffs to a junior team you never meet.
Pipeline, closed deals and cost per qualified lead, in plain language. Not impressions, and not a monthly slide of clicks that no one can tie to growth.
New channels, ad formats and conversion ideas arrive before the client asks. A working Google partnership keeps us early to what is next.
None of the above is a guess. It is built on the full picture, aggregated and reviewed on a weekly and monthly loop: search term and keyword reports, the complete change history, audience, device, demographic and household income breakdowns, geographic and auction insight data, landing page and GA4 behaviour, Search Console organic data, LinkedIn campaign and audience data, and HubSpot deals. Every recommendation in this study traces back to that evidence.
We have worked with Jade Antlers since June 2024 to drive B2B lead generation across our priority markets in Europe, the Middle East, and Asia. What stood out was the focus on real business outcomes rather than vanity metrics. Milosz built a strategy that included Google Search ads, LinkedIn ads, SEO, and landing page optimization, directly tying it to our HubSpot pipeline. Across the lifetime of the campaigns, our six-figure investment in Google Search ads has returned 5.2x in signed B2B revenue. Jade Antlers operates like part of our team: senior, responsive, and genuinely invested in our growth.
Thirty minutes with our senior team. We look at your offer, your landing pages and forms, your nurture, your tracking and your ad accounts. You walk away with the three biggest leaks named, the order to fix them, and a realistic forecast. No pitch, no deck.
We teach your in house team the system, then step back. For strong marketers missing only the market playbook.
We sit in your weekly cadence, build the campaigns and keep the engine moving. Your marketer runs it, we make sure nothing stalls.
A senior team owns the result end to end, the way we run TGP. Most of the fee is tied to the pipeline produced.
New ground worth claiming early: buyers are starting to ask AI assistants who to consider before they open Google. We get clients into that answer while the space is still wide open.
Case study based on the TGP International program, June 2024 to date. Operational metrics shown as comparisons to protect commercial data. Benchmark sources: WordStream and Dreamdata B2B and business services search benchmarks, 2025 to 2026.
Sources: WordStream, Dreamdata
