Addiction Research Institute
Fund the cure, find the cure
About the Client
Addiction Research Institute believes that substance abuse is a complex disease that is often misunderstood and underfunded. Compared to other debilitating conditions, research funding for chemical addiction is almost zero due to social stigma. They aim to raise awareness of the addiction epidemic, the biological, mental, economic, and environmental factors that affect it, and the gaps in our approach to solving it. By building connections and communities, they continue to foster robust research funding for a cure. Through their mission, they hope to be able to support the scientific community, families, social workers, and people suffering from addiction for years to come.
The Challenge
The Addiction Research Institute struggled to raise awareness for its mission and reach new audiences. They aimed to connect with diverse groups—particularly individuals unaware that addiction cures are a growing possibility. Additionally, they sought to provide a supportive resource for those affected by addiction, including families impacted by substance abuse, individuals recovering from addiction, and those who have experienced homelessness.
Having never ventured into paid advertising, they saw the Google Ad Grant as an opportunity to appear in addiction research-related searches and broaden their reach. However, they needed to differentiate their work from treatment services, which they do not offer.
A key barrier quickly emerged: Google’s advertising policies restrict addiction-related keywords to protect vulnerable groups. ARI chose to partner with Getting Attention for our expertise in navigating these limitations—leveraging website best practices and advanced campaign strategies to maximize the Grant and ensure their message reached the right audiences.
The Results
Ad Grant spend
+$4,626.13
Clicks
+545
Conversions
+398
Our partnership with the Addiction Research Institute led to a tailored strategy that unlocked the full potential of their Google Ad Grant. We began with a Maximize Conversions bidding strategy, adhering to best practices, but initial campaigns struggled to gain traction. Recognizing the need for momentum, we pivoted to Maximize Clicks to drive traffic. Once we established steady engagement, we transitioned back to Maximize Conversions, leading to more meaningful results.
Navigating Google’s strict policies on addiction-related terms, we addressed keyword disapprovals by conducting a detailed policy audit, identifying trigger words, and developing alternative keyword strategies. This approach allowed us to optimize ad performance while ensuring full compliance.
Additionally, we provided website content recommendations to align with Google’s policies and enhance long-term visibility.
After five months of aggressive optimization, what once seemed like an insurmountable roadblock became a success story. The Institute went from spending just $50 of their Grant with zero conversions to spending nearly half of the $10,000 allocation, with conversions peaking at 398 in a single month.
Partnering with Getting Attention enabled Addiction Research Institute to strengthen mission awareness and bring in an influx of new supporters.
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