A photo of a hand holding four credit cards.

The hybrid Google Ads strategy that used their Paid and Grant accounts to reach a positive Return On Ad Spend (ROAS)

Credit Canada Debt Solution

About The Nonprofit

For more than 50 years, Credit Canada has been providing debt relief to many people. As a nonprofit organization and Canada’s first and longest-standing credit counseling agency, Credit Canada has helped thousands avoid bankruptcy, become debt-free and achieve financial wellness.

What Their Goals Were

Credit Canada’s digital marketing goal is to generate leads through their website, which their in-house customer support team then converts into value. They use a hybrid approach to Google Ads, leveraging their Google Ad Grant account to build awareness and drive upper funnel traffic, while using their Paid Ads account to target more competitive lower funnel traffic. Since the Google Ad Grant has limitations when it comes to more competitive keywords, Paid Google Ads were crucial to generate high value conversions.

Because high levels of competition drive up advertising costs, it was crucial for us to justify the Paid Ad spend and continually optimize towards a positive Return On Ad Spend (ROAS), or the ratio of value generated by our Paid Ads to the amount spent on them.

Our Custom Strategy

Accurate Conversion Value Tracking

In Q2 of 2019, we worked with the client to implement an end-to-end conversion tracking setup so we were sure our data was foolproof. Any click on a Google Ad would be tracked all the way from the click to the final sale, and attributed appropriately. After ensuring that the tracking reflected accurate values, it was clear that the ad spend was not resulting in a positive return for the client in Q3. While the poor ROAS was disheartening, we now had accurate data about keyword and campaign inefficiencies to inform our optimizations and work towards a positive return.

Data-Driven Account Structure

Since Credit Canada had been running Paid Google Ads for a number of months, we could export all of their conversion data to create a new and better structure. The new structure featured only the top performing keywords, carefully organized into campaigns with budgets allocated accordingly. The structure was designed not only for increased performance right off the bat, but additionally for more transparency and opportunity for granular optimization going forward. We expect to see results continue to improve as we hone in further on the top performing ads, keywords, and landing pages.

Our Results

Comparing results from Q1 2020 to Q4 2019, revenue generated from CCDS’s Paid Google Ads increased by 160%, with only an 11% increase in ad costs. Simultaneously, their Grant account generated 18% more revenue in Q1 2020 compared to Q4 2019, as we are careful to ensure our Paid Ads were not cannibalizing results from the Grant account. Overall, we saw a 126% increase in revenue after restructuring the paid account.

Our Results

Restructuring CCDS’s account resulted in a 126% increase in revenue.
With a specialized Google Ads strategy, Credit Canada was able to extend the reach of their digital advocacy.

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About Conversion Tracking

What is a conversion?

A conversion is defined as any action a user takes on your website that you deem valuable. For some, this is a donation, for others it’s a registration.

Why track conversions?

Tracking conversions is essential to the success of any digital marketing effort. If you don’t understand what actions are leading to growing your impact, you can’t effectively make the right decision to optimize for them.

How we track conversions

Our team will install and implement platforms such as Google Tag Manager and Google Analytics to track and assess these metrics. Our best practices with this valuable data enables us to optimally manage your account.

The Role Of Your Account Manager

What is an Account Manager?

Each one of our clients is matched with a Dedicated Account Manager (AM), who is both your digital marketing expert and main point-of-contact.

What is their expertise?

Upon joining ConnectAd, all AMs go through an extensive training & certification program before managing nonprofit accounts. Additionally, AMs go through further training each week as part of our culture of learning so that they can continue to develop their skill set.

As a result, AMs become proficient in multiple areas of digital marketing to the benefit of our clients.

A $499 Setup Fee May Apply

Before you apply for the Google Ad Grant, nonprofits require:

  1. Access to an approved Techsoup account
  2. Access to an approved Google for Nonprofits account
If you have both of the above, we will waive the $499 setup fee and complete the rest of the Google Ad Grants application process on your behalf. If you already have the Google Grant but lost administrative access or has been deactivated, we will apply this fee toward helping you getting your account back and reactivated.

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