City Leadership
Developing the leaders of Memphis
About the Client
Since 2010, City Leadership has been dedicated to strengthening the community leaders of Memphis. They believe in the potential of Memphis to be a premier city in the Midwest. This is why they strive to recruit talented individuals to jobs in Memphis, support local organizations, and bolster collaborative projects in their city. They believe that strengthening Memphis from the inside out involves investing in teachers, schools, and mentorship opportunities in the city’s most underserved areas. These include providing opportunities and resources such as education, mentorship, and personal support to Memphis youth beyond their high school graduation.
Through their mission, they have served Memphis citizens for more than a decade and developed trusting relationships with their communities.
The Challenge
City Leadership was looking for a partner who could help them maximize their Google Ad Grant to their fullest potential. Aside from their main website, they wanted to use the Grant to drive traffic and conversions to their other domains: Teach901, Choose901, and Serve901. Particularly, they wanted to focus on conversions for their Teach901 program, which is centered around recruiting education professionals from other states into the Memphis area.
They had been running the Grant for a while with their previous Ad Grant manager but were unsatisfied with the results. They felt they weren’t reaching the right audiences for their goals and found that the campaigns were not spending.
That’s why they switched to Getting Attention.
The Results
Ad Grant spend
+$8000
CTR
10.8%
Conversions
+117
We immediately got to work on auditing their Google Ad Grant account. We were able to identify opportunities and roadblocks from their historical data.
We found that the conversion actions set in the account were not aligned with their primary conversion goals. These were set to track only page views and basic traffic. Because of this, we restructured campaigns to drive people toward visiting their job boards and sending applications for open teaching positions. Their conversion actions were now focused on getting website visitors to not just view openings, but engage and apply. We also made sure to set up campaigns focused on newsletter conversions to set up their long-term support base.
Through our strategies, their Ad Grant account went from 0 conversions to 117 conversions in just six months! They were also able to maintain (and surpass) a 10.8% CTR, peaking at 12.53% in its sixth month while spending 80% of the Ad Grant.
By partnering with Getting Attention, City Leadership was able to drive not just website traffic but high-quality website traffic and conversions from their priority audiences, which ultimately supports their long-term goals.
Ready for us to supercharge your Google Ad Grant management?
