Muslim Hands reached a 910% peak return on ad spend during Ramadan 2026, against a 400% target.
PUSH scaled Muslim Hands' 40-day Ramadan campaign across Canada, South Africa and the USA, against rivals with budgets four times larger and a ban on retargeting for religious charities.
Winner, Innovative Agency of the Year UK Agency Awards 2026
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The results
Ramadan 2026. The 103% is the peak market, South Africa.
- 910%Peak campaign return on ad spend, against a 400% targetMuslim Hands
- +103%Over revenue target in South Africa, the peak marketMuslim Hands
- +36%Over target in CanadaMuslim Hands
- 12.3xDonation value on Water projects against entry appealsMuslim Hands
- 97.2%Branded impression share, reached without paid remarketingMuslim Hands
- 80%Share of donations driven by paid searchMuslim Hands
The challenge.
Competitors with four times the budget pushed premium search costs up during the 40-day donor window. Platform policy also bars remarketing for religious charities, which removes the usual retargeting funnel.
Three currencies, the Canadian dollar, South African rand and US dollar, risked throttling the budget at peak.
- Client
- Muslim Hands
- Sector
- Charity, international development
- Work
- Paid search and Performance Max
What PUSH did.
PUSH entered the auctions through cheaper appeals such as Food Packs and Orphan Care, then guided donors on site to Water projects, where average gifts were up to 12.3 times higher. Before launch, YouTube and Discovery warm-up campaigns built enough brand demand to reach a 97.2% branded impression share without remarketing.
Scripts raised daily budget caps in real time as ROAS thresholds were met, so campaigns were not throttled in the final 10 nights.
In Muslim Hands's words.
Their strategy helped us surpass every single revenue target and achieve the most successful Ramadan Muslim Hands has ever had.
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Results differ by account. The stories above are what happened for those clients.
