Safari Operator name withheld for privacy

Metrics at a Glance – +184 % revenue | 17 % close-rate | US $102 CPA

Challenge

After borders reopened, the safari market turned hyper-competitive: CPCs climbed, luxury lodges flooded search results, and socially conscious travellers demanded proof of impact. The operator’s broad keywords (e.g., “luxury safari Africa”) drove unqualified clicks, while ad copy overlooked their core strength—direct wildlife-conservation funding.

Our Approach

• Purpose-Driven Messaging Blueprint – We distilled the ethos into “Safaris That Fund the Wild”, wrote conversion-focused ad copy and a founder video script, then supplied an optional email sequence for the in-house team.

• Keyword Deep-Drill – Using six years of booking notes, we built long-tail clusters around conservation and family safety—phrases like “private rhino-tracking safari Botswana” and “family big-five safari anti-poaching briefing”.

• Audience Architecture – Split campaigns by traveller mindset (Adventure Couples, Family Learners, Philanthro-Luxury) and synced value-based look-alikes in Meta Advantage+, fed by historical booking data.

• Bid & Budget Framework – 50 % Search / 50 % Social, governed by ROAS rules; used day-parting to match U.S. and U.K. prime-time research windows.

• Rapid-Fire Optimisation – Weekly keyword pruning, RLSA layering for “price checker” segments, and CAPI-driven event feedback kept algorithms locked on high-value leads—all while using ONLY the client’s own video and image library.

Results

Close-rate tripled to 17 %; CPA plunged 67 %; revenue surged 184 % in four months—without new creative production.

Takeaway

Marrying an authentic conservation story with surgical keyword and audience precision turns idealists into high-spend adventurers—fast.