Muslim Hands, a globally recognised Islamic charity, faced significant challenges in the digital advertising landscape during Ramadan 2025. With rising costs and intense competition, the organisation needed to refine its digital strategy to sustain and grow revenue during this critical fundraising period.
The Challenge
Advertising costs surged across key markets. In Canada, CPC rose by 14.11%, and in the USA, by a staggering 540.96%. South Africa faced a 60% drop in conversion rates. These shifts threatened Muslim Hands’ ability to maintain revenue and ROAS, both essential to supporting humanitarian efforts.
Our Approach
We adopted a multi-platform digital marketing strategy, combining Search and Performance Max campaigns across Google and Microsoft to optimise reach, control costs, and increase conversions.
- Targeted high-intent keywords and used tailored ad copy to improve auction performance.
- Managed CPCs through negative keyword updates and precise audience segmentation.
- Lowered tROAS targets to expand reach and increase conversion volume.
Execution and Implementation
Key actions included:
- Applied aggressive SQRs and negative keywords to reduce high CPCs.
- Created appeal-specific landing pages with the Muslim Hands team to improve relevance and conversion rates.
- Controlled budgets early in Ramadan and adjusted tROAS targets to maximise impact during peak days.
The Results
Despite competitive pressures and rising costs, the strategy delivered strong results:
- Canada achieved 25% rise in ROAS and 60% jump in revenue.
- USA achieved 30% increase in ROAS.
- South Africa achieved 11% increase in revenue and 46% boost in ROAS.
Conclusion
Strategic digital marketing helped Muslim Hands overcome heightened competition and rising costs during Ramadan 2025. By focusing on relevance, testing, and efficiency, we delivered meaningful revenue growth and ROAS improvements when it mattered most.
