Capital IDEA
Building career pathways with search visibility
About the Client
Capital IDEA is an Austin-based nonprofit focused on lifting working adults out of poverty through education and career training. They provide guidance, funding, and holistic support to help participants enroll in community college and transition into high-demand careers in healthcare, technology, skilled trades, and more. By breaking down barriers to education, Capital IDEA plays a pivotal role in transforming lives and fueling the local workforce.
The Challenge
Capital IDEA had access to the Google Ad Grant for years, but struggled to get the account to spend more than about $600 per month with their previous vendor. Without a dedicated Ad Grant strategy in place, the $10,000 per month was languishing underutilized, resulting in low impact, and the nonprofit was paying out of pocket for paid ads instead.
Capital IDEA knew there was more potential to use the Grant to attract individuals seeking career training in high-demand fields and to build awareness about their unique, no-cost educational programs. Additionally, the organization hoped to expand its base of donors and long-term supporters, but that was difficult to do without first improving overall visibility. Capital IDEA partnered with Getting Attention to breathe new life into their Ad Grant account and ensure the tool could finally serve its intended purpose: connecting more Central Texans with life- changing opportunities through education and training.
The Results
Ad Grant spend
+$8,033
CTR
10.48%
Clicks
+776
In just six months of working with Getting Attention, Capital IDEA went from having a dormant Ad Grant account to holding a high-performing digital asset that helped them connect with more prospective students and supporters.
Our team began by conducting in-depth keyword and competitor research to better understand how their audience was searching for education and job training opportunities online. We restructured their campaigns for clarity and performance, layering in Dynamic Search Ads (DSAs) and Performance Max campaigns to broaden their reach. With a smart bidding strategy in place and carefully selected conversion actions tied directly to their recruitment goals, the account began to gain traction. Over the course of the first 6 months, Capital IDEA generated 7,403 impressions and 776 clicks, all while spending more than $8,000 of their available Ad Grant—something they had never come close to before. With a 10.48% CTR—well above Google’s 5% benchmark—Capital IDEA’s ads were not only being seen, but they were attracting engaged and qualified visitors.
With Getting Attention’s help, the organization finally unlocked the power of the Ad Grant to strengthen its mission and digital visibility in a competitive landscape.
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