They’re working to solve the housing crisis locally – one family at a time – because everyone deserves a decent place to call home.
With an ongoing retainer focused on Google Ads, our team works with the Habitat for Humanity East Bay/Silicon Valley team to maintain and grow their paid ads and Google Ad Grant account.
Over this now multi-year retainer, we’ve seen continuous growth and improvement in their ads campaigns, increasing awareness and conversions for their ReStore locations and housing opportunities. Together, we set goals, strategize priorities and improvements, and assess results to attain that growth.
A Goal-Oriented Strategy
Each month, we meet to discuss their upcoming goals and priorities and, alongside actual results from their Ads accounts, determine where to focus our efforts in the coming month.
Often, our work includes:
- Building new ad groups to promote new services, promotions, blog posts, and events
- Encouraging searchers to take action by optimizing ad content and landing pages for conversions
- Drafting and optimizing new responsive ads to grow the click-through rate and send even more visitors to their websitesÂ
- Growing impressions by researching and adding high-value keywords to their account
- Responding quickly to dips in impressions or clicks, making updates accordingly to keywords, ads, and landing pages
- Ensuring the account remains compliant with all Google Ad Grant policies
This flexible approach to a Google Ads strategy has allowed us to jump on new opportunities quickly and support their internal needs in a given month.
Incremental Wins
They say the proof is in the pudding, right? While the nature of their work and promotions fluctuate throughout the calendar year, we’ve been able to make consistent incremental gains in engagement.
We’re enjoying the wins – big and small – which allow us to move forward with improved optimization and Ads strategy rooted in HFHEBSV’s goals.
Paid Ads
Early in 2024, the Habitat EBSV team reached out to us about utilizing paid Google ads to increase awareness and in-store visits to their locations in East Bay and Silicon Valley. Through targeted ads that are developed and refined through updating assets and budget to take advantage of upticks in search volume and match searcher intent, we’ve seen some great results!
From March through December, their original paid campaign saw a total of:
- 7,302,507 impressions
- 38,066 clicks
- 59,367.68 conversions
This campaign features a broad asset group focused on awareness of all of the different materials, decor, and furniture available at ReStore locations, and two more specific asset groups highlighting home decor and used furniture respectively.
And from September through December, their newer campaign saw a total of:
- 1,837,517 impressions
- 6,472 clicks
- 12,473.32 conversions
This campaign is dedicated to increasing donations to the ReStore, both of appliances, decor, and more, and a second asset group dedicated to furniture donations specifically.
Ad Grants
As for their Google Ad Grants campaigns, we’ve seen continued improvements as we’ve continued to update our strategies to combat fluctuations in search volume and seasonal trends. In 2024, they saw an average of 423.08 conversions per month, up from an average of 412.08 per month in 2023. And improving on our numbers from 2023, their account saw 3 months with over 500 conversions in 2024, compared to 2.
Their most popular ad group in 2024 related to searchers finding a location near them, which over June through October garnered:
- 12,001 impressions
- 1,343 clicks
- 13.26% average click-through rate
- 628 conversions
Comparing their best performing month from 2023, January, to the best performing month in 2024, June, we saw a great boost in metrics:
- Impressions for ads went up 11.86%
- Clicks decreased slightly by 1.5%
- Click-through rate went up 47.33%
- And conversions increased by 34.52%
Though more subtle from month to month, we’ve also seen the click-through rate rise throughout the past few years of Google Ads work.
