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

Industry

Nonprofit healthcare organization running a Google Grants account to promote cancer support services and form-based inquiries.

Goals

The client’s goal was to increase online form submissions while significantly reducing CPL within the strict limitations of the Google Grants program.

What We Did & The Results

We audited and corrected conversion tracking, redefined goals and values, and restructured campaigns by service category. Budgets were reallocated based on demand, and broad negative keyword lists were applied account-wide to improve quality. A limited use of PMAX supported core search efforts.

Results

  • Impressions increased by 44.7% (527.4K → 705.5K)

  • Clicks decreased by 22.9% (72.6K → 53.1K)

  • Form submissions increased by 238.2% (96 → 281)

  • Calls decreased by 84.6% (14 → 2)

  • CPL decreased by 61.7% ($994.96 → $400.15)

  • CPC increased by 46.4% ($1.51 → $2.13)

  • Cost increased by 12.9% ($110K → $113K)

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