In this article
Key takeaways
- Choose the language for each audience; run English and Arabic as separate ads so you can compare.
- Transcreate: keep the idea and the facts, adapt the words, tone and cultural references.
- Arabic is read right to left, which affects image layout, text placement and arrows.
- AI can draft Arabic quickly, but a native speaker should check every published line.
When to write in Arabic, English or both
The UAE is multilingual. English is widely used in business and daily life, and Arabic is the official language and the first language of many residents and citizens. The right choice depends on who you want to reach and how they search and scroll.
If your customers are mostly Arabic speakers, or you target Emirati families, government-sector employees or wider GCC audiences, Arabic ads usually deserve a place. If your audience is broadly expatriate, English may carry most of the load, with Arabic as a test. Your data will tell you: run both and compare cost per lead or sale.
- Run English and Arabic as separate ads (or ad sets) rather than mixing both in one text.
- Use Meta's language targeting where it fits your audience.
- On Google, add Arabic keywords if people search for your service in Arabic.
Transcreation, not translation
Word-for-word translation often sounds stiff or strange. Transcreation means rewriting the message for the new reader so it has the same effect: the same offer, benefit and call to action, in natural language with appropriate tone and cultural references.
Keep facts identical across languages: prices in AED, dates, locations, terms and conditions. Change everything else as needed: word order, idioms, hooks and even the example used.
| Keep identical | Adapt freely |
|---|---|
| Price, currency (AED) and offer terms | Headline wording and hook |
| Dates, times and locations | Idioms and cultural references |
| Brand name and product names | Tone (formal vs friendly) |
| Legal and permit information | Call-to-action phrasing |
Tone, dialect and formality
Arabic ranges from formal Modern Standard Arabic to Gulf and other dialects. Formal Arabic reads as professional and suits healthcare, finance, education and government-related messages. A lighter, conversational Gulf tone can work for food, lifestyle and social content. Choose one style per campaign and stay consistent.
In English, UAE audiences respond well to clear, direct copy. Avoid slang that may not travel across nationalities, and be careful with humour.
Design and layout for Arabic ads
Arabic is read right to left. In images and videos, place Arabic text so it flows naturally, mirror arrows and 'swipe' cues, and check that fonts render correctly and are large enough on a phone. Avoid putting Arabic and English text in the same small space where both become hard to read.
Test on real devices before launching: some fonts break Arabic letter joining, and text overlays can be cut off in different placements such as stories and reels.
LSM tip: Create separate design templates for English and Arabic rather than squeezing both languages into one creative.
Using AI to draft bilingual copy
AI assistants like Claude and ChatGPT can draft Arabic copy quickly, which is useful for exploring options. Ask for Arabic written for the same idea, not a translation, and specify the tone and audience. Ask for several variations and a back-translation into English so you can see what each one says.
Example prompt: 'Write three Arabic versions of this Instagram ad for Emirati mothers in Abu Dhabi. Keep the price AED 299 and the date 15 March. Tone: warm and respectful, Gulf-friendly but not slang. For each, add an English back-translation.'
A review checklist before publishing
Every Arabic and English ad should pass a short review before it goes live. This protects your brand and avoids costly mistakes.
- Facts match across languages: price, dates, locations, terms.
- A native Arabic speaker has read the Arabic copy in the final design.
- Text is readable on a phone and not cut off in any placement.
- Claims follow platform rules and any industry permissions.
- The call to action and landing page or WhatsApp message match the ad's language.