A national nonprofit partnered with PPC Solutions to improve the performance of its Google Ads program. The organization relied heavily on form submissions and phone calls to drive new leads, but results had been inconsistent and costly. The client’s primary goal was to increase form submissions while reducing the cost of each conversion. Calls were a secondary goal, but still important for overall lead generation.

PPC Solutions assumed management on October first, 2024 with a focus on rebuilding the structure, improving tracking, and establishing a clear reporting system. The client fiscal year runs July through June.Below is the YoY performance metrics that mattered to them.

After restructuring the account and implementing new analytics systems, the nonprofit experienced strong improvements across nearly every key metric. Performance before management and after management reveals clear growth in traffic quality, conversion volume, and overall efficiency.

Impressions
Before: 932.6K
After: 1.8M
Increase of 114.1%

Clicks
Before: 64.6K
After: 125.1K
Increase of 118.4%

Form Submissions
Before: 481
After: 10,400
Increase of 3,462.7 %

Cost per Lead
Before: 60.89
After: 14.81
Improvement of 75.7%

These changes demonstrate a complete shift in how effectively the nonprofit reached and engaged its audience.

What Was Happening Before Management

Prior to our involvement, the account generated consistent traffic but struggled to convert that traffic into meaningful results.
Key challenges included:

• High cost per form
• Low form submission volume
• Tracking issues that restricted optimization
• Ad structures that limited the account’s ability to scale
• High cost per call despite steady call volume

The nonprofit was investing a significant media budget without receiving proportional value in return.

What Changed Under PPC Solutions

Once PPC Solutions assumed management, several improvements were made:

1. Conversion Tracking Rebuilt with GA4 and GTM

Accurate tracking exposed where users were converting and where they were dropping off. This allowed all optimization efforts to focus on the outcomes that mattered most to the mission.

2. A Full Restructure of Campaigns and Ad Groups

Campaigns were reorganized to improve relevance and increase impression share among high intent searches.

3. Budget Reallocation Toward Proven Conversion Drivers

Spending was shifted toward terms and regions that demonstrated strong performance, which increased both form submissions and overall efficiency.

4. Creation of a Clear Reporting Framework

Monthly reporting helped the organization understand results and make informed decisions.

Form Submission Performance Improvements

The most significant improvement was in form submissions.
Before management, form volume was minimal and cost per form was often above one hundred dollars in several months.

After the restructure:

• Form submissions rose sharply and consistently
• Cost per form fell month after month
• The account began to scale efficiently, generating thousands of form submissions

This allowed the nonprofit to expand its outreach and increase impact without increasing its budget beyond planned spending.

Year over Year Account Health

A comparison of impressions and clicks year over year shows strong growth in visibility and engagement.

Before management, impressions and clicks fluctuated and lacked a clear upward trend.

During management:

• Impressions and clicks rose significantly
• Seasonal declines flattened due to better campaign structure
• Cost remained controlled while scale increased

This indicates a healthier account and stronger alignment between ads and user intent.

Conclusion

This nonprofit achieved measurable growth through improvements in structure, tracking, reporting, and ongoing optimization. The partnership allowed the organization to reach more people, generate more qualified leads, and lower the cost of each conversion that supports its mission.

PPC Solutions continues to manage the account and provide monthly insights, ensuring long term stability and growth.

View the full report here → Lead Gen Non-Profit 1

A nonprofit engaged PPC Solutions to improve the quality and volume of its incoming leads through Google Ads. The organization relied on a mix of form submissions and phone calls, but its cost per lead was extremely high, and conversion consistency was low. Their primary goal was clear. They wanted more form submissions at a reasonable cost, without increasing overall ad spend.

PPC Solutions assumed management on October first, 2024 with a plan to restructure the account, rebuild tracking, and shift focus toward high intent user actions that better supported the mission.

Summary of Performance Gains

After restructuring campaigns and improving tracking accuracy, the nonprofit saw strong gains in the areas that mattered most while maintaining a steady media budget.

Impressions

Before: 527.4K
After: 705.5K
Increase of 44.7%

Clicks

Before: 72.6K
After: 53.1K
Decrease of 22.9%

This decrease in clicks is positive because it reflects sharper targeting that removed low intent visitors.

Form Submissions

Before: 96
After: 281
Increase of 238.2%

Cost per Lead

Before: 994.96
After: 400.15
Improvement of 61.7%

Calls

Before: 14
After: 2
Decrease of 84.6%

The drop in calls was expected, as campaign focus shifted toward supporting the client’s primary goal of increased form submissions. As the account improved, users were guided toward the most efficient and trackable conversion path.

Total Cost

Before: 110K
After: 113K
An increase of 12.9%

The increase in cost is minimal and proportional to the rise in results. The organization received significantly more outcome for nearly the same investment.

What Was Happening Before Management

Before PPC Solutions took over, the account struggled with:

• High cost per lead
• Low form volume
• Inefficient keyword targeting
• Overemphasis on low performing traffic
• No consistent optimization strategy
• A large portion of spend generating clicks that did not convert

These factors prevented the organization from scaling effectively. Much of the budget was spent without contributing meaningfully to the nonprofit’s goals.

What Changed After PPC Solutions Took Over

1. A Strategic Shift Toward High Intent Traffic

Campaigns were redesigned to focus on users with clear interest in the nonprofit’s services. This reduced wasted spend and improved conversion likelihood.

2. Rebuilt Tracking Through GA4 and GTM

Accurate event tracking allowed the team to optimize toward true outcomes instead of surface level engagement.

3. Form Focused Landing Paths

User experience was improved to guide visitors more smoothly toward form submissions, which were more valuable and reliable than calls.

4. Scalable Structure That Supported Long Term Growth

Campaigns were organized to open additional inventory and reach more qualified users throughout the year.

A nonprofit organization partnered with PPC Solutions to increase event registrations and improve the overall efficiency of its Google Ads account. Prior to our involvement, the account delivered modest results but struggled to scale registrations at a consistent cost. The nonprofit’s goals were clear. They needed more than two thousand two hundred registrations and they wanted to keep the cost per lead below thirty dollars.

PPC Solutions took over the account on February first, 2024 with a focus on increasing event registrations across 30 states and 70+ cities.

Summary of Results

After restructuring campaigns, refining keyword intent, and establishing stronger tracking, the account delivered major improvements in visibility and conversions.

Impressions

Before: 474.6K
After: 2.5M
Increase of 433.4%

Clicks

Before: 38.5K
After: 83.2K
Increase of 115.8%

Cost per Click

Before: 1.43
After: 1.20
Improvement of 15.6%

Registrations

Before: 2,200
After: 3,700
Increase of 64%

Cost per Registration

Before: 24.68
After: 27.39
Increase of 11%

Total Cost

Before: 55K
After: 100K
Increase of 82%

Although total cost increased, the account delivered significantly higher volume and reach, with nearly twice as many clicks and nearly two million more impressions. This allowed the organization to exceed its registration goal while maintaining a reasonable cost per lead.

What Was Happening Before Management

The account showed signs of early success, but it lacked structure and optimization depth.
Key issues included:

• Limited reach
• Inconsistent conversion paths
• A cost per registration that fluctuated widely
• Ad groups that did not scale effectively
• Traffic concentrated in a narrow set of keywords

These issues restricted the account’s growth potential and prevented the organization from capturing the full size of its audience.

Strategic Improvements Introduced by PPC Solutions

1. Expansion of Reach Through Intent Driven Campaigns

New campaigns opened additional inventory and helped the account reach far more users who were actively searching for the organization’s program or event.

2. Improved Traffic Quality

Clicks nearly doubled, but cost per click dropped. This showed that the account began capturing more qualified users at a lower price.

3. Conversion Focused Tracking

New GA4 and GTM configurations provided better insight into user behavior and form completion. This improved targeting decisions and campaign adjustments.

4. Scalable Structure for Seasonal Events

Events often see spikes in interest during certain months. The new structure allowed the account to scale quickly in peak months without losing efficiency.

Registration Performance

Registrations increased from 2,200 to 3,700, allowing the nonprofit to exceed its goal.

While cost per registration rose slightly, it remained close to the required threshold and matched the rise in demand during peak periods. More important, the organization received far more total registrations with predictable performance across each month.

Year Over Year Account Health

The account saw massive increases in impressions and clicks from March to April compared to the previous year.

Before management:

• Impressions hovered near 440K
• Click volume remained flat

After management:

• Impressions exceeded 2.4M
• Clicks surpassed 80K
• Cost held steady within the expected seasonal range

This demonstrates that the account was able to scale responsibly while maintaining quality and user intent.

Conclusion

Through a mix of expanded reach, improved targeting, and stronger tracking, PPC Solutions helped this nonprofit generate meaningful growth in event registrations while keeping cost within an acceptable range. The organization gained a more predictable system for reaching potential participants and now has a structure that can be repeated and improved for future event cycles.

PPC Solutions continues to support the team with reporting, insight, and ongoing optimization.

View the full report here →Event Registrations | Non-Profit