Digital Media
63.4% engagement rate in 14 days
How Bantumen achieved a 63.4% engagement rate in the first 14 days, all at zero media cost.
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Healthcare
How an ALS foundation turned $111,000 in free Google Ads into 93 new donations.
Founded in the late 1970s, this US-based foundation is one of the longest-running ALS organisations in the country. Their work spans support services, therapy access, community groups, and events for people living with Amyotrophic Lateral Sclerosis and their families.
The foundation already had a Google Ad Grant in place when they came to us. The challenge wasn't getting started. The challenge was making the grant work harder. Over twelve months, we restructured their campaigns and helped them activate $111,000 in free advertising, resulting in 24,500 clicks and 93 donations.
Grant Funding
$111,000
Activated in free Google Ad Grants
Website Clicks
7,800+
Visitors driven to the organisation's site
Donations
93
Donations generated through Google Search
The Challenge
Having the grant wasn't the hard part.
The foundation had already secured a Google Ad Grant and had campaigns running. The content was relevant and the structure was reasonable, but the grant wasn't performing anywhere near its potential. The core problem was budget allocation: with $10,000 available each month across multiple campaigns, spend was spreading too thinly. Campaigns targeting people ready to take action were competing for budget with broader informational campaigns that attracted traffic but few conversions. Every month, a significant portion of the available grant was going unused.
The Approach
Shifting the focus from informing to connecting.
We started by working closely with the foundation to identify which campaigns mattered most: the ones reaching people actively looking to donate, volunteer, or find support services. Together, we restructured the account to direct more budget towards those high-intent campaigns, while building out fresh ad copy and content to improve their performance. The shift was deliberate: moving away from purely informational ads towards campaigns designed to drive real action. Critically, we managed this without abandoning the informational campaigns entirely, because for an ALS audience, access to support information matters too. Continuous weekly monitoring kept the account compliant, optimised, and consistently using its full grant allowance.
The Results
93 donations. Every one of them found the foundation through Google.
Over twelve months, the foundation activated $111,000 in free Google advertising, nearly the full value of their grant. That spend drove 24,500 visits to their website and, most importantly, 93 donations directly attributed to search. For a foundation working in a specialist medical sector with a specific audience, those numbers represent real families finding support, real donors connecting with a cause, and real funding reaching the people who need it. The account finished the year fully compliant, with a campaign structure built to keep improving.
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