Maximizing Impact for Les Turner ALS Foundation Through Strategic Google Ads Management

Founded in 1977, the Les Turner ALS Foundation is one of the longest-serving independent ALS groups in the United States. Dedicated to improving the lives of people affected by Amyotrophic Lateral Sclerosis (ALS), the foundation provides support services, educational resources, access to care, community programs, and opportunities to support its mission.

Through its partnership with uluad, the foundation focused on maximizing its Google Ad Grant to increase awareness, connect people with valuable ALS resources, and encourage meaningful actions such as donations and newsletter sign-ups.

Challenges

With a $10,000 monthly advertising budget available through the Google Ad Grants program, one of the primary challenges was strategically distributing spend across campaigns with different objectives and levels of search demand.

While the account had a strong campaign structure and relevant content, some informational campaigns naturally attracted more search traffic than campaigns focused on donations and other high-value actions. Maintaining strong overall traffic while increasing visibility for priority campaigns required careful budget allocation and ongoing optimization.

Strategy

To address this challenge, uluad continued expanding and optimizing priority campaigns while maintaining visibility for the foundation's informational resources. Keyword targeting, ad messaging, bidding, and campaign performance were regularly reviewed to identify opportunities to generate greater engagement with high-value actions.

Greater emphasis was placed on connecting users with meaningful next steps, including accessing ALS resources, joining the foundation's newsletter, and supporting its mission through donations. Continuous monitoring helped balance traffic, conversions, and Ad Grant utilization across the account.

Results

The September 1, 2025 to August 31, 2026 performance demonstrates strong utilization of the Google Ad Grant and continued engagement with the foundation's mission and resources:

• Ad Grant Utilization: The Les Turner ALS Foundation utilized $120,878 in Google Ads advertising over September 1, 2025 to August 31, 2026 period, effectively maximizing the available $10,000 monthly Ad Grant.
• Conversions: Campaigns generated 1,388 tracked conversions, demonstrating meaningful actions across the foundation's resources, programs, and support opportunities.
• Conversion Rate: The campaigns achieved an approximately 9.09% conversion rate, demonstrating strong engagement beyond the initial ad click.
• Traffic & Visibility: Google Ads generated 330,243 impressions and 15,274 clicks, helping the foundation connect people with ALS information, resources, support, and opportunities to get involved.
• Donation Engagement: Campaigns generated 107 Make a Donation clicks, demonstrating meaningful interest in financially supporting the foundation and its mission.
• Newsletter Sign-Ups: Campaigns also generated 89 newsletter sign-ups, helping the foundation build an audience for continued communication, ALS resources, updates, and opportunities to engage.

Through strategic campaign management, continued optimization, and a focus on meaningful user actions, the Les Turner ALS Foundation successfully maximized its Google Ad Grant while supporting its broader mission. More than $120,000 in advertising generated 1,388 tracked conversions, including 107 donation clicks and 89 newsletter sign-ups, while helping thousands of users discover important ALS information and resources.