Case Study: Go2Africa achieves 193% more converted clicks and slashes CPA with WordStream

How A Safari Travel Specialist Achieved Wild Results with AdWords

Go2Africa is a South African travel specialist founded in 1998 that sells tailor-made African safari vacations online. Although the company had strong SEO and an experienced in‑house team, changing search algorithms and the complexity of managing multiple AdWords campaigns left them with limited paid-search ROI and a need for a more controlled approach.

Go2Africa adopted WordStream and worked with a Customer Success Specialist to tighten account structure, focus targeting on key markets (US, UK, Australia, Canada), build single‑focus landing pages, and improve ad copy with sales-team input. Within weeks they saw major gains: impressions +47%, clicks +59%, converted clicks +193%; CTR rose from 3.89% to 7.43%, conversion rate from 1.47% to 4.05%, and CPA fell from $233.85 to $71.97.

Go2Africa

Carlien Parsons

Commercial Optimization Manager