Relationships Australia Victoria: Ad Grant spend up to 93%

The brief

Relationships Australia Victoria offers counselling, family services and courses across Victoria. Like many not for profits, it has a Google Ad Grant: a special account with complimentary ad spend each month. Ad Grants must meet certain criteria to keep running, and they're notoriously hard to spend in full. The brief was to make the most of the grant every month.

What we did

• Conversion goals that suit a grant. We set non-financial conversion goals, such as resource downloads, which work more effectively for a grant account.
• Flexible campaign objectives. We shifted campaign objectives as Google changed its policies, to take advantage of each change.
• Daily and weekly search term reviews. We checked what people were actually searching, then refined the keywords we targeted to lift the click-through rate.

The results

Between June 2020 and June 2021, monthly Ad Grant spend rose from 62% to 93%. Over the same period, conversion rate rose nearly 39% year on year, and bounce rates trended down by over 32%.

We've worked with Relationships Australia Victoria since 2016, across digital marketing and strategic consulting. That includes an SEO migration, board level strategy for Wellbeing in Mind, a new line of psychology centres focussed on youth mental health, board level strategy for online professional development services, and the strategy and delivery of an online hub connecting patients and counsellors.

“It's been an absolute pleasure working with you and I can't thank you enough.” Anna Clarke, Head of Marketing, Relationships Australia Victoria