How we grew BCI’s monthly website visitors by over 130%
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Founded in 1982, Bat Conservation International is a globally recognized nonprofit dedicated to preventing the extinction of bats. Through partnerships, technology and hands-on training, BCI works to revolutionize conservation efforts for bat populations.
“I’ve been working with Blue Tusk Digital for several years. At my prior organization, they dramatically improved our Google Ads performance. With their talents and expertise, I knew they would bring the same results to BCI. Within less than a year, Blue Tusk increased our CTR by over 130%, bringing in 225% more supporters to BCI.”
Javier Folgar
Director of Communications
the challenge
A dormant account with no data and six-month to prove results
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BCI came to us through a referral. Their Director of Communications, Javier Folgar, had seen our work with the Appalachian Trail Conservancy and reached out when BCI needed help. Their Ad Grant account had gone unmonitored for months and there was no usable data to build from. Starting from scratch, we set a goal of turning the account around and showing tangible results within six months.
issue 01
No monitoring, no momentum
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The account had been left unattended for months. There was no recent data to learn from and no clear baseline to build on.
issue 02
Zero conversions
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In May 2019, the account had 208 clicks, a 6.86% CTR and a conversion rate of 0%. Clicks were coming in but none of them were turning into anything meaningful.
issue 03
Budget going to waste
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Only $233 of the available grant budget was being spent. The rest sat unused with no strategy in place to change that.
The Approach
Let the website lead the way
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BCI’s website was packed with high-quality content covering everything from bat house guides to wildlife removal resources. We used that as our foundation. By identifying which pages were already pulling strong organic traffic, we could build campaigns around what people were genuinely searching for.
solution 01
Proper management
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We took over the account, got it properly structured and put a clear strategy in place to start spending the budget effectively.
solution 02
Conversion rate optimization
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Six months of split testing and data-driven pivots helped us consistently improve what was working and cut what wasn’t.
solution 03
Quality traffic focus
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Using Google Analytics, we identified the pages with the highest traffic and lowest bounce rates and doubled down on those for the grant.
the results
From zero conversions to a 10% CVR in six months
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BCI’s content-rich website turned out to be a major advantage. Once we matched it with the right keywords and a proper landing page strategy, the account took off. We maxed out the Google Grant, drove a significant increase in qualified traffic and hit the six-month goal with room to spare.
13
X
kpi highlight
Monthly unique website visitors grew from a standing start to 13 times the original volume, driven by targeting the keywords BCI was already winning organically.
