​PPC Client | Google Ads Lead Gen | Non-Profit

Industry

Healthcare nonprofit focused on cancer awareness, using Google Ads to connect individuals with support resources and educational services.

Goals

The client’s primary objective was to increase online form submissions and drive more inbound calls to their customer service team. A secondary goal was to reduce the cost per lead (CPL) to improve overall campaign efficiency.

What We Did

We transitioned the account to Performance Max campaigns and overhauled the conversion setup, refining tracking accuracy and assigning proper values to each goal. Targeting, ad copy, and location settings were optimized, and daily budgets were redistributed to prioritize top-performing campaign segments. These improvements aligned campaign outputs more closely with business objectives.

Results
  • Impressions increased by 114.1% (932.6K → 1.8M)
  • Clicks increased by 118.4% (64.6K → 125.1K)
  • Form submissions increased by 3,462.7% (481 → 10.4K)
  • Calls slightly decreased by 8.0% (2.5K → 2.2K)
  • CPL decreased by 75.7% ($60.89 → $14.81)
  • Cost increased slightly by 13.3% ($183K → $187K)

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