Georgia Conservancy
From Dormant to Driving Donations for Georgia’s Conservation
About the Client
Georgia Conservancy is a nonprofit dedicated to protecting and stewarding Georgia’s natural resources. Through advocacy, community engagement, and outdoor stewardship programs, the organization works to preserve the state’s land, water, and wildlife.
From coastal conservation efforts like the Right Whale campaign to local initiatives such as protecting the Okefenokee Swamp, Georgia Conservancy connects people to nature while mobilizing them to take action. With a strong focus on education and hands-on experiences like stewardship trips, the organization empowers Georgians to become active participants in conservation.
The Challenge
Georgia Conservancy was in a rebuilding phase. After several years without a head of fundraising development and the disruption of COVID-19, the organization was working to reestablish its marketing and revenue-generating efforts. Although they had recently reactivated their Google Ad Grant, the account had been dormant for a long time and was only running a few test campaigns with minimal spend and virtually no results.
At the same time, they were preparing to relaunch their website and wanted to ensure it became a central hub for engagement. Their goals were ambitious: increase traffic, grow their email list, promote stewardship trips, and raise awareness for key initiatives like the Right Whale campaign and protection of the Okefenokee Swamp. To do this effectively, they needed a strategic partner who could transform their underutilized Ad Grant into a reliable driver of visibility and conversions.
The Results
Ad Grant spend
$2.56 → $9,263
Clicks
1 → 1,506
Estimated Monthly Donations Generated
0 → $2,392.50
Over six months, Getting Attention rebuilt and scaled Georgia Conservancy’s Google Ad Grant into a high-performing digital channel.
We implemented a full-funnel conversion strategy, ensuring campaigns targeted users at every stage—from discovery to action. Campaigns were structured around the organization’s core programs and services, with additional support from broader discovery terms to expand reach. A hybrid targeting approach combined local campaigns for Georgia-based initiatives with national targeting to capture wider interest in conservation efforts.
To maximize performance, we deployed a mix of ad formats tailored to campaign goals. Performance Max campaigns helped promote events and niche programs like stewardship trips, while Responsive Search Ads (RSA) and Dynamic Search Ads (DSA) drove consistent traffic and awareness across broader initiatives. Throughout the engagement, we continuously optimized using performance data to refine targeting and improve results.
By transforming a dormant account into a fully optimized, full-funnel marketing engine, Georgia Conservancy now uses its Google Ad Grant to drive meaningful engagement, grow its supporter base, and amplify its conservation impact across the state.
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