Increasing Conversions and Optimizing Grant Allocation

KSPS PBS partnered with us to achieve a wide range of digital goals, including increasing traffic for Passport membership sign-ups, boosting viewership for their shows, promoting app downloads and kids’ games, and driving more charity donations. As a public television station serving the Inland Northwest and Canada, KSPS PBS aimed to strengthen its online presence, broaden its audience reach, and deepen community engagement through a focused digital strategy.

Challenges

Upon initiating our partnership with KSPS PBS in 2017, we encountered several challenges. The CTR was initially at a low 5%, and the average cost per conversion exceeded $1,000, which significantly impacted the effectiveness of their advertising efforts. Additionally, the conversion rate was a mere 1% per month, necessitating urgent remedial action.

Strategy

To address the challenges faced by KSPS PBS, we collaborated closely with the client to expand the range of conversion actions available on their landing pages. We introduced new actions such as contact forms, app downloads, video watching, and donation forms. Employing a maximized conversion strategy alongside the introduction of new conversion actions, we ensured the optimal utilization of the daily budget and grant money, aligning them with KSPS PBS's marketing objectives.

Results

Through the implementation of our strategies, KSPS PBS witnessed remarkable improvements in its campaign performance. From September 1, 2025 to August 31, 2026, their CTR reached an impressive 11.61% overall (with Search campaigns achieving 18.48%), and annual website interactions reached 19,832 clicks across 170,816 impressions. The account conversion rate held strong at 8.16%, while the average cost per conversion decreased dramatically to $66.82. KSPS PBS spent $108,172.88 in Google Ad Grant funds, driving 1,618.94 total tracked conversions and effectively leveraging available resources to achieve their objectives.

• Click-through Rate (CTR): The overall CTR from September 2025 to August 2026 was measured at 11.61% across the account, with Search campaigns driving an outstanding 18.48% CTR—far surpassing Google's 5% compliance minimum.
• Spend: The total expenditure during the specified period was $108,172.88. This investment demonstrates KSPS PBS's commitment to optimizing its digital advertising initiatives and reaching its target audience effectively.
• Conversion Rate: The account conversion rate maintained a strong 8.16%, showcasing the enhanced ability of the campaigns to turn traffic into high-value actions.
• Clicks: The campaign generated a total of 19,832 clicks (interactions) from 170,816 impressions, reflecting strong audience engagement across both Search and Performance Max channels.
• Total Tracked Conversions: The campaign successfully generated 1,618.94 total conversions at an average cost of $66.82 per conversion, compared to historical costs exceeding $1,000.
• Passport & Membership Engagement: Campaigns drove 558 reported outbound clicks to Passport and membership-related forms/pages, helping connect interested audiences with KSPS PBS’s supporter and membership opportunities. 
• App Downloads (All Platforms): App-focused campaigns generated 187 conversions, encouraging users to download and engage with PBS and Kids app content.
• Renew Your Membership: Campaigns generated 81 conversions, supporting continued membership engagement and renewals.
• Donations Facilitated: Targeted donation campaigns generated 46 conversion actions, directly supporting community-funded public broadcasting.

This case study illustrates the remarkable progress made by KSPS PBS through the implementation of a strategic approach and the introduction of new conversion actions. The sustained high CTR, strong conversion rates, and dramatically reduced cost per conversion showcase the ongoing effectiveness of our collaborative efforts. By consistently maximizing its Ad Grants budget and leveraging our synergistic relationship, KSPS PBS has successfully enriched the communities it serves while achieving its marketing objectives. The outcomes presented in this study serve as a testament to the power of strategic digital advertising in enhancing organizational success.

bjectives. The outcomes presented in this study serve as a testament to the power of strategic digital advertising in enhancing organizational success.