Enhancing Visibility, Engagement, and Support

Idaho Humane Society (IHS) is a respected nonprofit organization dedicated to safeguarding animal welfare, advocating for responsible pet care, and combating cruelty and neglect. Guided by humane education and compassion, IHS works to promote the well-being of animals and strengthen community support. Collaborating with our team, IHS established three primary marketing objectives: increasing visibility for pet adoption, boosting dog training class participation, and cultivating greater public support through donations.

Challenges & Strategy

One major challenge encountered in the account was effectively allocating spend across diverse campaigns and marketing objectives. With brand and donation campaigns reaching broader audiences while training-related campaigns focused more heavily on local regions, maintaining effective budget distribution across campaign priorities required ongoing optimization.

To address this challenge, a strategic approach was adopted to expand the size and reach of relevant campaigns while continuing to optimize targeting and keyword coverage. This provided more opportunities to reach qualified audiences interested in pet adoption, dog training, donations, and other ways to engage with Idaho Humane Society.

Results

The focused campaign strategy and continued optimization helped Idaho Humane Society generate strong visibility, website traffic, and meaningful actions over the September 1, 2025 to August 31, 2026 period:

• Ad Spend: IHS utilized $72,069 in Google Ad Grant advertising, significantly increasing the amount of grant funding used to promote the organization's programs, services, and mission.
• Traffic & Visibility: Campaigns generated 136,801 impressions and 32,385 clicks, providing substantial exposure and driving interested users to the IHS website.
• Click-Through Rate: The campaigns achieved a strong 21.53% CTR, demonstrating continued relevance between advertising messages and user search intent.
• Conversions: Google Ads generated 3,142 conversions across tracked actions, demonstrating meaningful engagement beyond website traffic.
• Donations & Engagement: Among the tracked outcomes were 180 donation confirmation page visits and 125 newsletter sign-ups, helping IHS build both immediate support and longer-term engagement with its audience.

Through continued campaign expansion, targeting improvements, and optimization, Idaho Humane Society has been able to make greater use of its Google Ad Grant while generating meaningful engagement. With $72,069 in advertising spend, more than 32,000 clicks, and over 3,100 tracked conversions, the campaigns continue to support IHS's goals of increasing awareness, encouraging community participation, and generating support for its mission.