More clicks, lower cost, how we turned NIA’s ad spend into real results
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Nonprofits Insurance Alliance provides liability and property insurance to more than 23,000 nonprofits across 32 states and Washington, D.C. From animal rescues to food banks, they protect the organizations that keep communities running.
On the surface, NIA’s Ad Grant account was performing. It was spending close to the full budget, pulling solid traffic and holding a strong CTR. But when we looked closer, the numbers told a different story. New Ad Groups were being added regularly with no clear strategy behind them. Performance was diluted and real opportunities were being missed. Their best month on record, November 2020, still had a CPC of $1.80 and a CTR of 9.16%. Good numbers, but not as good as they could be.
issue 01
No clear direction
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Ad Groups were added frequently but without a plan. The account grew bloated and harder to manage with every addition.
issue 02
Diluted performance
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245 ad groups and 6,762 keywords meant budget and attention were spread too thin to make a real impact anywhere.
issue 03
Missed opportunities
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The account was generating clicks but not pulling in the quality traffic NIA actually needed. Volume without value.
The Approach
Less volume, more impact
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We applied our Tapering Technique: max out the grant, taper the account down to what’s actually working, then build a focused blueprint of high-performing ad groups. NIA had years of data to work with. We used it to cut with confidence.
solution 01
Complete account overhaul
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Ad Groups went from 245 to 24. Keywords went from 6,762 to 179. A 90-97% reduction in volume with better results to show for it.
solution 02
Quality traffic focus
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We shifted the strategy toward high-intent audiences who were actually likely to engage, not just click.
solution 03
In-depth research
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Every cut was backed by data. We dug into what was working and doubled down on it.
the results
Three months in they hit their best month ever, then did it again
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After applying the Tapering Technique, NIA hit a new best-performing month in March. Then again in April. Then again in May. A leaner account meant every dollar was working harder and the results reflected that.
-22.45
%
kpi highlight
Cutting the noise brought the CPC down significantly. Less spend, more of the traffic that actually matters.
Increase ↑
14%
Ad spend, lowered while improving overall performance.
