A white and ginger cat is peer out of a cat carry basket

Cats Protection

Rebrand powered by PPC & PMax

Overview

Protecting demand while building a new brand

A new brand should move you forward, not make you disappear from search. When Cats Protection launched its full rebrand, JAA rebuilt its PPC activity to protect existing demand while introducing a new identity to new audiences. Search and Performance Max worked together to turn a potentially risky migration into significant growth.

The Real Problem

How do you change identity without losing recognition?

Cats Protection needed to phase out old brand terms without losing supporters still searching for them. At the same time, PPC had to build awareness of the new identity, attract new audiences and keep driving donations efficiently.

The Trait

Protect what works. Build what works harder

Cats Protection already had strong search demand and an engaged supporter base. We treated that existing equity as an advantage – preserving valuable legacy traffic while creating new routes into the brand through adoption, rescue and welfare searches.

Cats Protection ad

The Strategy

Make the old brand lead people to the new

Following a full account audit, we rebuilt PPC around three jobs: branded search to manage migration, non-brand search to capture demand, and Performance Max to scale reach using the new identity and creative assets.

Cats Protection ad: a smiling man comforts an orange-and-white cat beside its open carrier. “Abandoned. But not alone.” conveys compassion and hope.

The Tactics

Search smarter. Learn faster

Old keywords were phased out as new brand terms gained traction. Performance Max used refreshed imagery and video across Google, while custom audiences re-engaged previous visitors. Targeting, bidding and creative were continuously optimised

A transit-station poster features a close-up orange cat with wide, curious eyes and the message “We’re here for Cats,” promoting Cats Protection.

The Results

A new identity. And a lot more action

The rebrand delivered major growth across traffic, conversions and value while maintaining efficiency as activity scaled.

+634%

Increase in clicks

+2,231%

Increase in impression

+416%

Increase in conversions

+3,739%

Increase in conversion value


+88.93%

Increase in ROAS

£0.58

Average CPC maintained while scaling activity

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+44 (0)20 7439 6070

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