Google Ad Grant Account Overhaul Significantly Improves Performance

Challenge

A nonprofit healthcare client enlisted GFM|CenterTable’s search engine marketing (SEM) team to overhaul its existing Google Ad Grants account that was built by a previous agency. We were tasked with driving more relevant clicks to the website, increasing conversions (phone calls, donations, and booked appointments at various locations throughout the region), and maximizing the in-kind advertising spend available from Google.

Solution

GFM|CenterTable took a data-driven approach to overhauling the client’s PPC account. First, our SEM team analyzed data from the existing Google Ad Grants account, as well as the client’s traditional Google Ads paid search account, to understand past user behavior and to begin to develop an integrated paid search strategy.

Next, we combined findings from our data analysis with extensive keyword research to develop an updated Google Ad Grant account structure. The proposed changes included a complete restructuring of the account with all new campaigns and ad groups that were aimed at maximizing the in-kind Google Ad Grants spend while strategically supplementing the efforts of the traditional paid Google Ads account to drive relevant traffic and conversions.

Once the new account structure was created, keyword targeting was strategically mapped to each individual ad group to ensure relevancy and a positive user experience. Geo-modified variations of targeted keyword terms were also included to boost local search engine exposure. Using current PPC and Google Ad Grants best practices, GFM|CenterTable then developed highly-customized copy for multiple ad variants and ad extensions for each of the new campaigns. The overhauled account was built within the existing Google Ad Grants account and rolled out in two phases to expedite the implementation, starting with priority service lines first.