Over $1.1M spent and 448K+ clicks, all in one year thanks to the Ad Grant Pro
.
Americares is a health-focused relief and development organization that delivers medicine, medical supplies and emergency aid to people affected by poverty and disaster. Each year they reach more than 80 countries, making them one of the world's leading nonprofit providers of donated medicine and medical supplies.
A rare increase arrived just as the restructure wrapped up
.
Americares already ran a $40,000/mo Ad Grant Pro account, four times the size of a standard Ad Grant. We were finishing a full account restructure when Google awarded an emergency increase in response to the Russia-Ukraine war, and putting it to work meant moving fast on top of a rebuild that was just coming together.
issue 01
A finished rebuild, suddenly needing to scale further
.
The new account structure, assets and campaigns were locked in when the additional funds were provided by Google. What was meant to be a settling-in period turned into a second phase of work, expanding a setup that had just come together.
issue 02
Search behavior with no existing structure to catch it
.
People searching about the Russia-Ukraine war weren't a single audience. Some wanted to donate, some wanted to get involved and others just wanted to understand what was happening. None of that intent had dedicated campaigns built around it yet.
issue 03
New assets, built under a real deadline
.
Every new campaign needed its own sitelinks, callouts and snippets, the same level of detail as the original rebuild, but without the luxury of time. The funds only created value once they were spent, so there was no room to slow down and still no room to cut corners.
The Approach
New campaigns to what people were currently searching for
.
The strategy centered on understanding search intent during the Russia-Ukraine war, then building Power Pages and campaigns fast enough to capture it while the additional funds were still available.
solution 01
Search trend research to understand real intent
.
We dug into Google search trends to find the different reasons people were actively searching about the war, whether they wanted to donate, get involved or simply understand what was happening. That research shaped which campaigns got built and what the focus should be.
solution 02
New Power Pages, built on a fast turnaround
.
Americares moved quickly to deliver the Power Pages we needed, built around the war-driven search intent so the additional funds could start working right away.
solution 03
Continuous optimizations as the campaign ran
.
With the Americares team checking in regularly with Google, negative keywords and new search terms were added on an ongoing basis, matching the account to real search behavior as it developed. That kept spend focused on the traffic most likely to convert.
the results
Additional funds, spent in full
.
Over $1.1M was spent in 2022, driving strong engagement across donations, newsletter signups and site visits. The Ad Grant Pro delivered over 448,000 clicks and more than 10,200 conversions, all while keeping CPC low. This helped Americares reach more people looking to provide aid during the Russia-Ukraine war.
$1.1
M
kpi highlight
From a $480,000 baseline to $1,113,190 after Google awarded a one-time emergency grant increase.
Achieved
10,200 Conv.
Total conversions across donations, newsletter signups and site engagement.
Achieved
448,024 clicks
Clicks sent to Americares for the year, almost half a million people looking to get involved.
Achieved
6,738,306 impr.
Impressions delivered as people searched for ways to help during the Russia-Ukraine war.
