Data and reports

Facebook and Instagram ads in the UAE: what is working now

The UAE is the second-largest market for Arabic ads in our library after Saudi Arabia: 240,000+ ads. But an ad that works in Riyadh is not always written the same way in Dubai. Here are the numbers for Arabic ads shown in the UAE.

2 min readThe GccFY team
Facebook and Instagram ads in the UAE: what is working now
In this article
  1. The UAE market in numbers
  2. Formats: video leads
  3. Buttons
  4. What UAE advertisers write
  5. The most advertised products in the UAE
  6. Tips for advertising in the UAE

Key takeaways

  • Video is 74% of Arabic ads in the UAE, higher than in Saudi Arabia (58%).
  • "Shop now" (34%) leads, then "WhatsApp message" (30%), with "Watch more" strong (12%).
  • Cash on delivery is stated in 12% of UAE ads, about double Saudi Arabia (6%).
  • A dirham price appears in 12% of ads: UAE advertisers state the price.

The UAE market in numbers

The GccFY library holds 240,000+ Arabic ads shown in the UAE, and 31% of the newest ones. The UAE is a diverse market: many ads are in English or other languages, and we collect Arabic ads only, the ones speaking to Arabic-speaking buyers.

The Meta library itself shows this diversity: searching «درهم» (dirham) in the UAE returns thousands of ads, many of them real estate and services in English.

The Meta Ad Library: «درهم» (dirham) in the UAE returns about 17,000 ads, many in English and in real estate.
The Meta Ad Library: «درهم» (dirham) in the UAE returns about 17,000 ads, many in English and in real estate.

Formats: video leads

In the UAE 74% of ads are video and only 14% single images. UAE buyers see short video on Instagram first: 98% of Arabic ads there run on Instagram.

Buttons

  • Store and WhatsApp are close: "Shop now" and "WhatsApp message" are almost level.
  • "Watch more" is strong: many ads aim at views and brand awareness, not direct sales.
  • "Book now": travel, events and services are more present in the UAE than elsewhere.

WhatsApp as the store: 32% of ads end in a WhatsApp chat. Read WhatsApp ads.

What UAE advertisers write

  • Cash on delivery: in 12% of UAE ads, more than Saudi Arabia and Kuwait.
  • Dirham prices: in 12% of ads.
  • Discount and urgency: "discount" in 14%, "limited time" and the like in 13%.
  • Gifts: in 8% of ads.

The most advertised products in the UAE

Skincare, home and kitchen, kids and perfumes lead. For details, read Best sellers in Saudi Arabia and Perfume ads.

Active UAE ads in GccFY, in the tiles view.
Active UAE ads in GccFY, in the tiles view.

Tips for advertising in the UAE

  • State the dirham price and the payment method in the first two lines.
  • Test WhatsApp and the store together, as both buttons are used almost equally.
  • Test an Arabic and an English version if your audience is mixed, and measure each separately.
  • National days: UAE National Day on 2 December is one of the biggest offer seasons. Read Gulf ad seasons.
  • Influencers: an influencer advertising in the UAE needs a licence from the media regulator; check it before signing.

The GccFY teamThe GccFY team follows Arabic ads in the six Gulf markets every day and writes these articles from the library's data and sellers' experience.

Frequently asked questions

What is the most used ad format in the UAE?
Video, at about 74% of the Arabic ads shown in the UAE in our study.
Is cash on delivery common in the UAE?
Yes. It is stated in 12% of Arabic ads in the UAE, more than in Saudi Arabia (6%).
Should I write my ad in Arabic or English in the UAE?
It depends on your audience. Write in Arabic for Arabic-speaking buyers; if your audience is mixed, test both versions and measure each.
What are the most advertised products in the UAE?
Among the top in our library: skincare, home and kitchen, kids and toys, perfumes and watches.
Where do these numbers come from?
From the GccFY library of Arabic Gulf ads: a study of the newest 20,000 Arabic ads (October 2026) and live numbers refreshed with every rebuild of the site.

Related articles

Data and reports

Facebook and Instagram ads in Saudi Arabia: what is working now

Instead of generic advice, here are numbers from the ads themselves: our library holds 330,000+ Arabic ads that ran in Saudi Arabia. We show which formats advertisers use, where they send buyers, what they write and which categories they advertise most.4 min read Data and reports

Instagram ads in Kuwait: what stores advertise and how

Kuwait is a small market with big spending, and Instagram is the main shop window for many sellers. Our library holds 140,000+ Arabic ads shown in Kuwait. Here are their numbers, and how to search Kuwaiti competitors' ads.2 min read Selling and stores

Click-to-WhatsApp ads: how Gulf sellers sell through chat

A large share of Gulf ads do not lead to a store at all, but to a WhatsApp chat: 32% of the newest Arabic ads in our library. Here is how these ads work, why they succeed in the region, and how to run them so the chat becomes an order.4 min read

Start today, and build your next campaign on an ad that wins

Your free account is ready in a minute.

Start freeSee plans