A national healthcare nonprofit was leaving most of its $10,000 Google Ad Grant unspent every month on a Dynamic Search Ads setup. We transitioned the account to Performance Max in October 2025. Monthly grant spend rose 165.738% to hit the full cap by April, clicks grew 439.206%, and website events increased 107.692%.
SEO + Content Case Study
Restructuring PPC Targeting Increases Commercial Leads 210% for Cannabis Nutrient Supplier
DTC restructured a cannabis nutrient company’s PPC account to separate commercial growers from hobby buyers, pairing tighter keyword targeting with intent-driven ad copy. The result was a 210% increase in commercial form leads and a 80% lift in CTR.
80%
average increase for CTR vs previous 7 months
210%
increase in commercial form leads
The Client
The client is a fertilizer and plant nutrient company based out of California that creates a series of synthetic-blend plant nutrients that are designed for cannabis cultivators and licensed growers.
The Objective
The client wants to improve the quality of users who are filling out commercial forms that are formatted with licensed commercial growers and cultivators in mind. There’s also a need to differentiate ads targeting hobby growers who might be looking for ecommerce products to purchase.
Ad Creative Testing
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The problem
Previously running automated campaigns like Search + Display and pMax without any clear guardrails to separate commercial clients and hobby growers.
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The solution
We created a robust keyword targeting list that commercial growers would typically search for, including common industry language. We also created ad copy with the goal of attracting more commercial cultivators in mind in order to keep the intent of clicks higher.
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Why it matters
Letting Google Ads freely target and spend your budget can lead to dead-end leads for people looking to get free products. By keeping the keyword intent and ad copy language high-intent, we’re able to qualify users more during the search results.
After restructuring the account to target commercial cultivators with high-intent keywords and tailored ad copy, commercial form submissions increased by 210% compared to the previous period. Separating commercial and hobby grower intent in the campaign structure was the key driver of this growth.
This graph shows CTR over time, with the vertical line marking when the account restructure took place. Prior to the changes, CTR fluctuated inconsistently between roughly 1.4% and 2.1%. After restructuring keyword targeting and ad copy to focus on commercial grower intent, CTR climbed steadily and averaged above 3%.
Results
With refined targeting and expanding our reach using demand gen campaigns, we saw a conversion lift for form fills increase by 210% vs the previous time period. By keeping keyword intent and ad copy focused on commercial cultivators, we were able to qualify users earlier in the search process and drive more of the right leads to the form.
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Performance Max Transition Maxes Out a $10K Google Ad Grant for a national healthcare nonprofit
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