As a leading nonprofit organization, the Y supports the San Diego community through youth development, healthy living, and social responsibility.
Local YMCA San Diego chapter and neighborhood centers provide communities with many options for living a healthy life through programs, camps, fitness centers, and counseling services.
As a 501c3 nonprofit organization, the YMCA had an opportunity to increase registration for programs and services by leveraging paid media opportunities, specifically with Google’s Ad Grant program.
As we set out to develop and further build the Ad Grant program, our plans focused on increasing the impact of the campaigns, not just visibility.
The concepts of our campaigns centered around the maximum use of funds toward more action-oriented search terms. Although our plans also included coverage for less registration-focused terms, our main area of coverage, and campaigns with the most potential for impact focused on membership, programs, and camps.
Our media plan efforts devised a structure that maximized coverage, leveraged the most potential spending from the available Ad Grant budget, and would result in the most activity at the bottom of the funnel.
With a common spend per week of $1,500 from Ad Grant campaigns, conversions of registrations exceed 100+ per week with a cost per conversion near $10, and a return on ad spend of over 2,000%.
“Tower33 launched our PPC efforts and killed it with Google our Ad Grants this past year! I’d refer them to anyone. ”- Geordie Dudley // Digital Marketing Strategist YMCA San Diego
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