Case Study

ABF The Soldiers’ Charity

Home / Our Work / ABF The Soldiers’ Charity

The Army Benevolent Fund, formerly ABF the Soldiers' Charity

Fine tuning paid ads to encourage more event sign ups for a lower cost-per-click.

Key results

57% reduction in cost-per-click,
65% increase in click-through rate.

Services

Pay Per Click Advertising

Book a Chat

Our Pricing

About the client

The Army Benevolent Fund, formerly ABF The Soldiers’ Charity, is the national charity of the British Army.

The project brief

ABF The Soldiers’ Charity sought to enhance their online donations and event sign-ups through improved PPC campaigns.

With limited time before each fundraising event, our challenge was to optimise paid ad performance while maintaining a low cost-per-click and achieving high sign-up targets.

Our approach

We conducted experiments with Display and Performance Max campaigns, successfully reducing the average cost-per-click and increasing traffic levels within the existing budget.

These positive results were implemented in subsequent campaigns, resulting in a 57% reduction in cost-per-click and a 65% increase in click-through rate.

This optimisation led to better-qualified traffic and extended campaign durations, facilitating increased event sign-ups.

As a result of our PPC success, the client extended our contract to provide technical website migration support and SEO services for their new website.