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

 

Founded in 1977, the Les Turner ALS Foundation stands as one of the oldest ALS groups in the United States. Dedicated to enhancing the lives of those affected by Amyotrophic Lateral Sclerosis (ALS), the foundation provides support services, access to therapies, support groups, resources, and events to empower the ALS community. This case study delves into uluad's successful partnership with the Les Turner ALS Foundation, highlighting the challenges faced, strategies implemented, and the performance data achieved from January 2023 to December 2023.

Challenges

Despite a generous $10,000 monthly advertising budget from a grant program, the primary challenge lay in distributing the ad dollars strategically among various campaigns. A well-structured campaign and relevant content were in place, but the dilemma was balancing spend across all campaigns with varying potential for attracting higher volumes due to the nature of their keywords.

Strategy

Recognizing the need for a nuanced approach, uluad focused on consistently creating new content in priority campaigns identified together with the foundation. The goal was to incentivize increased ad spend in those crucial campaigns and move away from informational-based ads towards a more transactional focus. This transition aimed to optimize the account for higher impact and engagement while avoiding significant drops in spend or traffic to informational campaigns. Continuous monitoring and optimization became pivotal for success.

Results

The foundation effectively utilized over $111,000 monthly budget, demonstrating the successful use and optimization of the ad grants budget. The well-thought-out campaign structure and strategic content creation played a pivotal role in ensuring that the budget was spent strategically across campaigns. This efficient use of resources is paramount for non-profit organizations aiming to achieve their objectives within budgetary constraints.

The conversion rate for 2023 was 5.51% is a key indicator of the campaign's effectiveness in driving desired actions. In the context of a non-profit organization, such as the Les Turner ALS Foundation, conversions can encompass various actions, including donations, engagement with resources, or other forms of support. This rate suggests that the audience not only engaged with the ads but also took meaningful actions in response to the foundation's call to action. That being said, the foundation received 93 clicks on the donation link, representing a tangible impact on the financial support Les Turner received. It also received 455 clicks and downloads of the various resources provided on the website, providing valuable information and support for individuals and families affected by ALS. This engagement metric underscores the campaign's effectiveness in not only attracting potential donors but also serving as a hub for those seeking information, resources, and assistance.

The strategic approach employed by uluad in content creation and campaign optimization proved successful in overcoming budget allocation challenges. By transitioning to a transactional focus and consistently producing relevant content, the Les Turner ALS Foundation experienced increased engagement, conversions, and a positive impact on its mission. The case study underscores the importance of continuous monitoring, adaptability, and content relevance in achieving success in Google Ads campaigns, especially in the non-profit sector where every click can make a meaningful difference.


CHALLENGE


The primary challenge lies in distributing the ad dollars strategically among various campaigns. A well-structured campaign and relevant content were in place, but the dilemma was balancing spend across all campaigns.

SOLUTION


The goal was to incentivize increased ad spend in those crucial campaigns and move away from informational-based ads towards a more transactional focus.

TOTAL ADVERTISING SPENT


$111,000

TOP CONVERSION


93 Donation Clicks