Challenge
Managing 25 regional Google Grant accounts under a single national organization presented a complex challenge. We needed to effectively allocate and optimize grant funds across several diverse regions of the country, drive volunteer sign-ups, and maintain conversion rates in a shifting post-pandemic landscape. Balancing the unique needs of each chapter while ensuring overall growth and consistency required strategic oversight and careful optimization.
Solution
Recognizing that a one-size-fits-all approach wouldn’t work for each chapter—especially in the post-pandemic landscape—we tailored our strategy for each region. By using data-driven testing, precise targeting, bidding, and conversion strategies, we customized efforts based on past performance and insights from similar organizations. Our focus on specific giving periods throughout the year helped to maximize impact.
Results
Over an 8-month period from mid-2022 to 2023, our digital team optimized grant accounts by implementing each client’s specific requirements, applying industry best practices, and leveraging our SEM expertise. This resulted in a 47% increase in grant spend and a 43% increase in clicks across all chapters. We also delivered 1,137,858 impressions (+37% YoY), significantly expanding audience reach. Most importantly, we saw a marked improvement in conversion rates, which led to valuable donations and increased volunteer sign-ups across the board.
