From Clicks To Impact: How A Breast Cancer Charity Grew Their Online Visibility With Google Ads

Case Study - Inherited Cancers Australia (formerly "Pink Hope")

Inherited Cancers Australia is a preventative health charity committed to supporting people to understand and reduce their risk of hereditary cancer. Founded in 2009, they provide personal support, education and advocacy for people with or at risk of breast, ovarian and prostate cancer.

Objectives

Inherited Cancers Australia have a Google Grant account with USD 10,000 per month but had neither the knowledge nor the time to make effective use of it. Their main goals were to grow their community, increase brand awareness and get people to engage with the extensive educational content on their website.

Additionally, they wanted people to sign up for preventative health measures like monthly breast check reminders or to apply for a Genetic Testing Grant.

In the long run, they were hoping to build their own knowledge about Google Ads and learn how to manage the account on their own.

Our Approach

To kickstart Inherited Cancers Australia's online advertising journey, we began by setting up well-structured Search campaigns that followed industry best practices. This involved thorough keyword research, ad copy creation, and strategic audience targeting. By setting up reliable conversion tracking, we ensured accurate measurement of campaign performance, enabling the client to analyse the impact of their ads and evaluate them in the context of their overall digital marketing strategy.

With a focus on continuous improvement, we actively optimised their campaigns to maximise their impact and share Pink Hope’s important mission.

Following a few months of full-service management, the team started our 6-weeks Google Ads Coaching program for Charities. Tailored to their marketing goals and needs, it equipped them with essential skills and knowledge to independently manage and optimise their Google Ads campaigns. The program covered a range of topics, including keyword research, campaign optimization, conversion tracking setup, and Google Analytics.

Additionally, as Inherited Cancers Australia has a Google Grant account, we provided guidance on specific compliance requirements to ensure they follow all relevant policies.

“We can’t thank Janina enough for the knowledge and information she has provided. With her help we are now achieving well above the required markers for a grant account and feel confident with building and monitoring campaigns.” - Nikki, Inherited Cancers Australia

Key results

Over the first six months, the new Search campaigns generated 4,300+ clicks and over 54,000 ad impressions. 42 Conversions, including form submissions, donations and newsletter signups, were generated and this number continues to grow.

An excellent CTR (click-through rate) of over 7% was achieved right from the start which is well above the minimum requirement of 5% for Grant accounts. Clicks and therefore spend could be increased month-on-month to make the best use of the Grant budget while ensuring to keep the focus on relevant keywords only.

The completed Coaching Program gave our client team the knowledge and confidence to manage the account on their own and further grow it. The hands-on experience during the program gave them the chance to build their first search campaign, practice weekly campaign optimisations and take ownership of their account.

If you are the marketing manager of a charity and need help with Google Ads just like Inherited Cancers Australia, we’d love to hear from you. Get in touch!