Businesses across the UAE are becoming more intentional about marketing spend, with a growing number investing in performance marketing to maintain consistent lead flow and revenue visibility, according to Dubai-based digital performance agency, Above Digital.

The agency reports that the past three to six months have been one of its strongest onboarding periods, with many new clients coming on board during periods of uncertainty rather than waiting for conditions to stabilise.

This shift reflects a broader change in mindset among small and medium-sized businesses. Rather than relying solely on referrals or word of mouth, companies are increasingly investing in digital channels to build a more predictable and measurable pipeline. Industry data shows that over 50% of SMEs now rely on digital channels as a primary source of customer acquisition, while digital advertising accounts for an estimated 60–70% of total advertising spend in the UAE.