Animals Asia is an international charity devoted to ending cruelty to animals across Asia. They focus on ending bile bear farming and improving the welfare of captive animals.
We’ve been supporting Animals Asia since 2024, helping drive supporter engagement through paid media campaigns across the Google Ads suite.
Campaigns were delivering inconsistent results
Animals Asia wanted to increase unrestricted income and raise awareness of their broader mission. This includes ending bile bear farming, campaigning against the dog meat trade, and improving captive animal welfare.
Despite a strong reputation, their digital advertising was delivering inconsistent results across all objectives.
The potential of the paid Google Ads account hadn’t been fully realised. Campaigns weren’t closely aligned to specific organisational goals like awareness or donations.
This meant there was potential to optimise spend (as well as in the Google Ad Grants account), optimise ad performance and increase reach of key campaigns.
We built a full-funnel approach from the ground up
Our paid search team carried out a strategic overhaul of their paid media activity.
We built a full-funnel approach to better align with their goals. We moved to introduce new tactics, tested performance, and scaled our most effective strategies.
We restructured their campaigns across multiple platforms including Google Search, Display, YouTube and Microsoft Bing.
Our approach focused on capturing high-intent audiences whilst building awareness among new supporters.
We also optimised their landing pages and reallocated budgets toward high-performing campaigns. This gave Animals Asia maximum budget efficiency and improved ROI across all their digital advertising activity.
ROI increased by 49% with stronger donor engagement
Our restructured paid media strategy delivered awesome improvements over just six months:
Total ROI increased by 49%, reaching 212%, with a 1-year ROI of 242%
Average donation value rose by 41%, showing stronger donor engagement
Revenue increased by 7% despite reduced overall traffic, indicating more qualified, donation-minded audiences
Their Google Ads accounts are now better structured to support full-funnel fundraising and awareness raising activity. This gives the charity the opportunity to grow across platforms like YouTube, Bing, and Performance Max.
“Platypus are wonderful to work with,” said Sian Wilson, Global Acquisition Campaign Manager at Animals Asia.
“They’re professional, creative and passionate about what they do. They make a huge effort to meet our needs as an organisation and are constantly thinking ahead and optimising our campaigns to meet and exceed our goals.”
“Platypus have completely transformed our PPC campaigns and we’re so excited to see what more we can achieve together.”
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