Case Study: Wild About Whales

Flexible and targeted campaigns for multiple brief objectives.


Wild About Whales is an annual campaign run by National Parks and Wildlife Services to drive coastal tourism during non-peak periods while bringing attention to whale conservation.

The campaign objectives were to:

  • Generate booking conversions in National Parks properties and campsites
  • Increase campaign awareness
  • Increase blog traffic
  • Grow the email subscriber list
  • Generate app installations

The brief’s multiple objectives presented a unique challenge for measuring impact, ROI and engagement.


Multi-pronged approach for a multi-objective brief

The account had been predominantly reliant on Display and generic template ads.

We rebuilt campaigns by first creating a list of keywords based on average monthly search volume and past AdWords data, then grouped these into campaigns for each objective.

We tracked all activity on the site using Google Tag Manager to create AdWords Conversions and Google Analytics Events. This provided greater insight into a user’s conversion path and allowed for better reporting into engagement and leads.

For longer-tail, obscure keyword queries relating to whales, we set up Dynamic Search Campaigns to capture users and drive site engagement.

To accommodate all objectives, we set up:

  • Display Ads for brand awareness
  • Remarketing campaigns for leads
  • Dynamic Search ads for engagement
  • Conversion tracking
  • Universal app campaigns


We’ve seen a 61.43% YoY increase in web traffic, CPC lowering 44.2% and conversions increasing 61.72% in the first 4 months.

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