Enhancing Ad Grants Performance for Environmental Law and Policy Center

This case study highlights our successful partnership with the Environmental Law and Policy Center (ELPC), a nonprofit dedicated to addressing environmental challenges across the Midwest. ELPC aimed to raise public awareness and increase donations for its clean energy, environmental health, and climate change initiatives. However, navigating the complexities of Google’s Ad Grants program posed a significant challenge. Our team helped ELPC overcome these hurdles, leading to measurable improvements in brand visibility, conversions, and donor engagement—allowing them to stay focused on their mission.

Challenges

ELPC faced the complexity of navigating Google's comprehensive policies associated with the Ad Grants program. As an organization with limited experience in managing Ad Grants accounts, understanding and adhering to these policies presented a significant hurdle. This challenge hindered ELPC's ability to optimize its marketing efforts and required external expertise to ensure compliance while maximizing its impact.

Strategy

Our team, equipped with extensive experience in managing Ad Grants accounts, collaborated with ELPC to tackle the policy landscape and streamline their marketing efforts. By assuming the responsibility of managing the Ad Grants program, we enabled ELPC to focus on content creation for their members and their core mission of preserving the Midwest environment. Our expertise allowed ELPC to navigate complex policies effectively and leverage the Ad Grants program to amplify its reach and achieve its marketing objectives.

Results (Sept 2025 – Aug 2026)

The collaboration between our team and ELPC yielded remarkable results, demonstrating the effectiveness of the implemented strategies and the tangible impact on ELPC's mission:

Click-Through Rate (CTR): During the September 2025 to August 2026 period, ELPC achieved an impressive CTR of 11.82% overall across 89,267 impressions. This metric far exceeds Google's 5% compliance minimum and reflects high engagement generated by digital advertisements.

Ad Spend: ELPC strategically invested $87,750.94 in Google Ad Grant funds over the campaign period, effectively leveraging its available budget to support clean energy, climate, and environmental health initiatives.

Conversion Rate: ELPC's conversion rate reached an impressive 29.05%, highlighting the strong effectiveness of its digital advertising efforts. This metric indicates the high percentage of website visitors who took high-value actions.

Clicks: ELPC generated a total of 10,549 clicks during the campaign period. This click count signifies the focused reach and high visibility achieved by ELPC's digital advertising efforts.

Total Tracked Conversions: The account achieved 3,063.98 total conversions at an average cost per conversion of $28.64.

By leveraging our expertise in managing Ad Grants accounts and guiding ELPC through the complexities of Google's policies, ELPC was able to enhance its marketing impact and achieve substantial results. The data presented in this case study showcases the effectiveness of the implemented strategies, resulting in increased brand awareness, higher conversion rates, and notable community engagement.