Case · Travel
The African Safari CompanyAn established boutique safari specialist, always at the forefront.
The African Safari Company plans safaris to Kenya and Tanzania and trips to Zanzibar. We have worked with them since December 2016 on search ads, the website, content and social media. In autumn 2026 we rebuilt the foundation with a new site made for both Google and the AI services.
- Engagement
- Since December 2016
- Channels
- Website, SEO, AI visibility, Google Ads and social media
- Market
- Sweden
Results
Google Ads 2016 to 2018
+155%
Enquiries
+255%
Conversion rate
+58%
CTR
-49%
Cost per enquiry
The new site 2026
30
Optimised landing pages
156
Answers to questions travellers ask AI services
−82.6%
Shorter load time on mobile
100%
Of pages have their own description for Google
Google Ads in our first 18 months compared with the same length of time before. CTR applies to search ads and the other figures to the whole account.
The new site went live on 2 October 2026. Page weight and load time refer to the home page on mobile, new site compared with the old one.
About the client
The African Safari Company has an office in Stockholm and its own operations team in Nairobi. The company was founded in 1992, and the family behind it has worked in East Africa since 1969.
The company has close ties to four hotels in The Zanzibar Collection. Most travellers come from Sweden and the trip is often planned in a personal meeting at the office.
The assignment
The assignment started with search ads in December 2016. The goal was more enquiries and more booked planning meetings in Stockholm.
Over the years it grew to cover the website, content and social media. In 2026 we were given responsibility for rebuilding the whole foundation with a new site built for Google and AI answers, advertising per park and hotel and a dashboard that brings everything together.
The collaboration over time
2016
Search ads began
In December 2016 we took over Google Ads with search campaigns for every destination. Display ads and remarketing in Stockholm followed the year after.
2018
A new site and one blog
We built a new site and brought the blog into it. Booking data guided which destinations the site prioritised, and returning travellers got a welcome home email asking for a review.
2019
A photo safari and a content plan
A photo safari in Kenya gave the company its own image bank from Amboseli, Ol Pejeta and Masai Mara. The 2019 and 2020 plan tied the blog, social media and ads to one goal.
2020
Report and roadmap
In early 2020 The African Safari Company received a report with priorities and a roadmap for the year.
2020 to 2025
Advertising, content and SEO
We ran Google Ads, social media and the site's SEO. Blog posts on animals, destinations and responsible travel aimed at reach in Google, and the images did well in image search.
Spring 2026
A social feed of its own
From spring 2026 we published a post every third day on Instagram and Facebook with images from the photo safari's image bank.
October 2026
A new site for Google and AI
On 2 October the new africansafari.se went live with 30 optimised landing pages and 106 blog posts. Every old address leads to the right page and every page is built to be read by both Google and AI services.
October 2026
Advertising per park and hotel
Search ads were rebuilt into 15 ad groups per park, hotel and trip, and a remarketing series of 80 ads was produced for ten audiences.
October 2026
Everything in one place
We built a dashboard in the client portal that brought together the site, advertising, social media and visibility in AI answers, with new figures every morning.
How we worked
Search ads since 2016
From 2016 search campaigns for every destination caught people looking for a safari. In 2026 they were rebuilt into 15 ad groups per park, hotel and trip with their own headlines, images and sitelinks, and a remarketing series of 80 ads was produced.
30 optimised landing pages
The old site had one page per country. The new site has 30 optimised landing pages for countries, parks, conservancies, hotels and themed trips, each answering what travellers want to know.
Thorough SEO
Every page got its own description, one main heading, structured data and descriptive image text, and every old address leads to the right page. The blog came along and now links to the destinations' own pages.
Answers for AI by audience
The site answers the questions each audience asks ChatGPT, Claude, Perplexity and Google's AI, from safari and beach to honeymoons and family trips. 27 pages carry 156 answers in total, and AI services get finished pages they can read directly.
Fast and technically optimised
The home page weighs 1.2 MB against 8.3 MB before and its largest image shows after 5.1 seconds on mobile against 29.3. Images are compressed and pages are built ready in advance.
A steady flow of posts
From spring 2026 we published a post every third day on Instagram and Facebook with an image from the photo safari's image bank, and the blog got a new fact-checked post every week.
What it looks like
The new africansafari.se and the ads in October 2026.
The collaboration in practice
Planning ahead of each season
Ahead of the 2019 and 2020 seasons we drew up a plan together with the company's management for the website, content, social media and the photo safari. Everything was tied to the same goal of more planning meetings.
Reviewed page by page
Before the 2026 launch the office reviewed 35 pages of the new site and every fact about hotels and parks was checked against a source, so the office can stand behind every sentence.
The picture every morning
The dashboard in the client portal brought together enquiries, traffic, ads and AI visibility, including enquiries from visitors who decline cookies. The office could follow the results without waiting for a report.
“Daniel is one of a kind. We have been with DigitalMassa since 2017, and we have seen our reach increase and expand tremendously. Highly recommended for the growth of any company.”
Sujit Shah
Managing Director at The African Safari Company
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