Safe Zindagi is India’s national HIV testing and treatment platform with a mission of growing HIV testing at national scale — in a category where Meta bans health-interest targeting, Google restricts the keywords and clinical terms get creative blocked. The account was over-segmented, spending evenly across three cities for wildly uneven returns and running on a content bank recycled for two years. Most performance campaigns start with an audience and a keyword. This one started with a list of things we were not allowed to do.
