Goodwill of Central Iowa
Driving inclusivity and good will
About the Client
Goodwill of Central Iowa serves the Des Moines area community by offering programs designed to inspire confidence, strengthen abilities, and redefine inclusion in the workplace. Goodwill is dedicated to supporting individuals with disabilities and other barriers to employment, providing vocational training, job placement services, and other resources to help people gain independence through work. Alongside their vocational mission, they also run well-known second-hand stores driven exclusively by community donations, which help ensure that goods are given a second life and kept away from landfills.
The Challenge
Goodwill of Central Iowa sought to maximize the potential of the Google Ad Grant to boost website traffic, raise awareness of its mission, and engage individuals who could benefit from its services. Having worked with a previous vendor who ran the Ad Grant for some time, they wanted to ensure they were adhering to best practices and striving for improved performance. Their primary goal was to maximize the value of the Grant by targeting audiences most likely to donate to or purchase from their thrift store, as well as those interested in employment opportunities.
They were looking for a marketing partner with the expertise to refine campaign strategies, enhance results, and support broader organizational goals, and Getting Attention was the right fit for the job.
The Results
Ad Grant spend
+$8,492.91
CTR
30.32%
Conversions
+623.11
Our account managers started by conducting an in-depth audit of Goodwill’s Ad Grant account. As a conversion-focused team, we quickly identified a significant opportunity to maximize Ad Grant spending and establish more meaningful conversion actions. Before our partnership, Goodwill’s conversions primarily tracked page views and time spent on-site—useful short-term metrics but not optimal for long-term growth.
We restructured the tracking system to better align with their sales funnel, prioritizing high-value outcomes like clicks to directions pages and donation buttons. Additionally, we implemented precise conversion tracking tailored to DM Goodwill’s multiple locations, enabling them to pinpoint their most engaged audiences and refine their marketing strategy.
As a result of these optimizations, Goodwill of Central Iowa doubled its impressions and increased its click-through rate (CTR) from 21.76% to 30.32%. With a higher CTR and more strategic conversion tracking, they not only enhanced their visibility but also ensured that their advertising efforts were supporting outcomes crucial for their success, not just vanity metrics.
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