About
This innovative non-profit organisation is essentially a network of volunteer, business mentors who help small businesses. It offers free online and in-person mentoring, educational webinars, and local events. It also maintains a large library of online business resources.
The Challenges
- They already had an Ad Grants account, but it has remained dormant for many years.
- The keyword lists were too large and not optimized, non-relevant ad texts using old formats.
- The conversion actions were set to maximize the traffic quality not conversions, resulting in low traffic quality and potentially risking the account's non-compliance with Ad Grants policy.
The Solution
We successfully implementing donation and form tracking in Google Analytics, we added more in depth conversion tracking to better analyse user behaviour.
After double-checking the conversion tracking metrics, we focussed on identified key performance improvement opportunities, and increased the quality and quantity of Ad Grants traffic. For instance, by increasing ad spend and targeting relevant users with better keyword selection and using negative keywords.
The Results
Within three months of managing the account, we had:
- Brought the account back into full compliance with Google Ad Grants.
- Scaled the account from £0 to £6,600 in free ad spend each month.
- Gained a 11.72% average CTR.
- Added 91 extra conversions every month (including donations, business template downloads, mentoring requests, and workshop registrations).
Get in touch for a free consultation.