Non-profit donation campaigns, 22x return on ad spend
2024 · Performance Marketer · Client name under NDA
The problem
The account was running, but the keyword setup was working against it. Branded and non-branded keywords sat in the same campaigns, so budget and performance could not be separated. No negative keywords were in place, which meant spend was going to searches that were never going to donate.
What I did
I restructured the keywords, splitting branded from non-branded so each could be measured and funded on its own. I built out negative keyword lists to cut wasted spend. I added a retargeting campaign to bring back visitors who had not donated, and rewrote and optimised the landing page.
The result
Search campaigns reached a 13.45% click-through rate at PKR 33.62 average cost per click, delivering 6,614 conversions. Video campaigns added 233 more. Across the account the campaigns returned 22x on ad spend.
Screenshots — tap to view full size · scroll for more →
Want results like these for your business?
Tell me about your offer and current ad spend, and I will tell you what I would change first.