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
How Dynamic Search Ad Campaign Organization Boosted Performance for Children’s Hospital
DTC improved performance for a nonprofit healthcare foundation by reorganizing their Dynamic Search Ads. Grouping similar URL targets into themed campaigns helped Google better match search terms to landing pages, driving a 25% increase in impressions, a 50% lift in CTR, and a 262% increase in ad spend. All of this contributed to stronger visibility and engagement.
25.33%
increase in impressions
88.9%
increase in clicks
50.71%
increase in CTR
The Client
The client is a nonprofit organization in the healthcare sector, focused on providing essential services and support to individuals through grants and community outreach. Their mission is to improve access to care and resources, while driving engagement through digital channels like search advertising.
The Objective
The goal was to drive more relevant traffic to key landing pages using the client’s Google Grant budget. DTC aimed to improve campaign efficiency by helping Google better match user search terms to appropriate content, ultimately increasing visibility, engagement, and conversions within the constraints of a nonprofit ad account.
Paid Media Strategy
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The problem
The client’s Dynamic Search Ad campaigns were underperforming due to a lack of structure. All URLs were placed under a single campaign, with each URL in its own ad group. This segmentation led to Google struggling to match search queries effectively with the overly granular URL targets, resulting in suboptimal traffic and low engagement.
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The solution
DTC reorganized the campaign by grouping similar URL targets into distinct campaigns. This strategic restructuring allowed Google to better align search terms with relevant landing pages, improving the relevancy of the ads and ensuring they reached the right audience with the right message.
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Why it matters
In nonprofit healthcare advertising, visibility and relevancy are crucial to driving traffic to key resources. By grouping similar URL targets, DTC enabled better targeting, higher click-through rates, and more efficient use of the client’s advertising budget, allowing them to reach their audience at a lower cost while maximizing their limited Google Grant amount.
Impressions climbed by over 25%, and clicks jumped nearly 90%, showing that our campaign reorganization not only put the ads in front of more users but also convinced far more of them to engage with the landing pages.
Click through rate increased, meaning there is better relevancy between the search terms, the URL targets, and the ad messaging.
Spend increased, which is a positive in a Grants account. It means Google is matching search terms to your landing pages, users are finding the ads relevant and clicking through. The goal is to get as much free advertising as possible with Google’s limited grant amount.
Results
After implementing the new campaign structure, the client saw significant improvements across key metrics. Impressions increased by 25.33%, while clicks surged by 88.9%, demonstrating the enhanced relevancy of the ads. The click-through rate (CTR) jumped by 50.71%, indicating that search terms were better aligned with the targeted landing pages. Furthermore, ad spend saw a 262.41% increase, a positive outcome in a Google Grant account, as it meant more visibility and clicks at no additional cost. These results highlight the effectiveness of organizing campaigns by theme and optimizing targeting to drive more meaningful traffic and engagement.
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