Amref Health Africa UK

Amref Health Africa is Africa’s leading health Non-Governmental Organisation (NGO) dedicated to bridging the gap between people and services, and advocating for a world where high-quality healthcare is accessible and affordable for all. They partner with communities in 35 countries to sustainably strengthen health systems and improve access to life-saving care.

Objective

The UK arm of Amref Health Africa partnered with Search Seven to strengthen the effectiveness of their PPC activity on Google Ads. The objective was to drive high-quality traffic to the website and increase complete donations, working in tandem with their Paid Social campaigns to raise awareness of critical causes

“Search Seven has supported us tremendously through our journey to improve our SEO and Google Ads performance. Thanks to their dedicated support and clear communication, we have optimised our brand image and awareness and look forward to continuing to work with them as we migrate to a new website!”

Emily Crowley, Amref Health Africa UK

Solution

In May 2025, Google introduced the beta for AI Max in Search campaigns - an optional automated feature designed to amplify brand presence in Search Engine Results Pages (SERPs) with a focus on increasing visibility within AI Overviews. It achieves this through final URL expansion - directing users to the most relevant landing page - search term matching, and asset optimisation.

Since this campaign type requires existing Search campaigns with smart bidding, a strong website, and stable conversion tracking, Amref Health Africa UK was the perfect candidate for a controlled experiment with AI Max applied to determine whether it could generate a greater volume of clicks at a lower cost, and serve to higher-intent audiences more likely to complete donations.

+12%increase in Click-Through-Rate

Results

As search continues to evolve, staying ahead of the curve is more important than ever - however, the results of the AI Max experiment proved inconclusive.
Despite better results, AI Max was not yet implemented across the account due to considerations around asset creation and reporting transparency as it was not possible to attribute the 3% uplift in conversions to an increase in complete donations. However, we did deduce that these results were driven by Google favouring broad-match terms over exact and phrase-match types, which also led to a boost in search visibility by 4% over the three-month period.

+17%

increase in Clicks

+12%

increase in Click-Through-Rate

+10%

decrease in Cost-Per-Click

+3%

increase in Conversions

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