Untangling thousands of keywords to put over 92% of the Ad Grant Pro to work

LiveYourDream.org, powered by Soroptimist International of the Americas, Inc.®, is a movement dedicated to helping women and girls reach their full potential, live free from violence, and pursue their dreams. Their work spans career preparation for girls, educational opportunity for women, and efforts to end gender-based violence.

Fix My Ad Grant

See All Work

A diverse group of women in traditional dress from around the world stand together smiling in front of a row of international flags at a Soroptimist event.

92.5%

Ad Grant spent reaching women and girls

“Soroptimist came to Blue Tusk Digital after a bad experience with our previous agency, which had let our Google Ad Grant fall into neglect. Meeting Carlos was a huge relief—he repaired our account and has been a pleasure to work with for several years now. Carlos performed a full overhaul of our underperforming campaigns, taking the time to carefully retrain and reorganize our account for sustainable performance rather than chasing quick wins. Under our previous agency, we were leaving thousands of dollars in ad spend on the table every month. Thanks to Blue Tusk, we now average 92.5% budget utilization and a 10.5% CTR—more than double the 5% benchmark for Ad Grant accounts.”

Karen Rauppius

Manager of Digital Marketing & Growth

the challenge

A tangled Ad Grant account with nowhere to go but up

LiveYourDream.org had an active Ad Grant Pro account, but limited bandwidth meant the account never got the structure it needed. Thousands of keywords sat unused, ad spend leaned on the wrong priorities, and the team wasn't sure what was actually happening behind the scenes.

issue 01

Thousands of keywords, almost no structure

The account ran on thousands of keywords, but most sat unused. Everything was crammed into just one or two campaigns instead of being organized by topic, making it nearly impossible to tell what was working and what wasn't.

issue 02

Their top campaign wasn't their top priority

The account's biggest campaign, in both spend and traffic, was for something LiveYourDream.org offered but didn't want to lead with. That mismatch meant the causes they most wanted to promote were getting crowded out by their own account's momentum.

issue 03

Ads pointing to outdated links

Many ads were sending traffic to old, outdated URLs instead of current pages. With so much uncertainty about what was actually happening in the account, the team hadn't had the chance to dig in and see the full picture.

The Approach

A Power Pages reset, built around what actually mattered most

We rebuilt the account from the ground up using Power Pages, organizing keywords into focused campaigns tied to their real priorities and fixing what was broken along the way.

solution 01

Sorting thousands of keywords into focused campaigns

We audited the account's full keyword list and organized it into campaigns built around specific topics instead of one or two catch-all groups. That structure made it possible to see what was actually driving traffic and where the Ad Grant was going.

solution 02

Shifting spend toward the right priorities

We rebalanced the account so campaigns tied to their top priorities got the visibility and spend they deserved, rather than being overshadowed by whichever campaign happened to be generating the most traffic.

solution 03

Fixing broken links and opening up the account

We updated ads pointing to outdated URLs so traffic landed where it should, and gave the team a clear, current view of what was actually happening in the account instead of an unclear picture they were hesitant to dig into.

the results

A cleaned-up account now spending 92.5% of its Ad Grant Pro

Once the account had real structure, spend followed. Over three years, they went from a tangled, underused keyword list to putting 92.5% of a $40,000 monthly Ad Grant Pro toward the causes they actually wanted to promote.

92.5
%
kpi highlight
We spent 92.5% of the Ad Grant reaching women and girls with the resources and support they need.

Achieved

10.62% CTR

A 10.62% CTR, more than double the average for advocacy and nonprofit accounts.

Achieved

$4.80 CPC

A $4.80 average CPC, well under the $5.42 cross-industry benchmark even without the standard Ad Grant's $2 cap.

Achieved

300,597 Clicks

300,597 clicks driving people to resources, programs and ways to get involved.