Case Study: Epitaph Group reaches a new paid search audience with Skai's Experiments

Epitaph supports Kids Help Phone in reaching a new paid search audience with Skai’s™ Experiments

Epitaph Group partnered with Skai to support Kids Help Phone in expanding paid search reach to youth in harder-to-reach communities across Canada. The challenge was to move beyond the common perception that Kids Help Phone is only for crisis support and instead drive new traffic to landing pages focused on broader mental wellness topics like depression, anxiety, and relationships.

Using Skai’s Experiments within its Paid Search solution, Epitaph Group ran an A/B test comparing Step 1 and Step 2 landing page sets while keeping the rest of the campaign consistent. Skai helped determine that Step 1 performed better overall, delivering 24% more clicks than Step 2, while Step 2 generated a higher CTR (11% vs. 8%); these insights helped Epitaph optimize future spend and campaign planning.

Epitaph Group

Mike De’Oliviera

Head of Digital Platforms and Data