Museum of Contemporary Art Denver
Amplifying contemporary art through digital growth
About the Client
The Museum of Contemporary Art Denver (MCA Denver) is a nonprofit museum dedicated to fostering creative experiences through contemporary art. Located in downtown Denver, the museum showcases bold, rotating exhibitions that explore the art and ideas shaping our world today.
MCA Denver is more than a space to view art—it’s a cultural hub that champions inclusivity, dialogue, and discovery. Through innovative programs, community events, and a strong focus on youth engagement, the museum connects people to contemporary art in unexpected, meaningful ways.
By supporting both emerging and established artists, MCA Denver continues to push boundaries and invite all visitors to engage with art that reflects—and challenges—contemporary life.
The Challenge
MCA Denver had been managing their Google Ad Grant through a free management service for several years but found the results underwhelming and not aligned with their growth goals. Recognizing the need for a more strategic and professional approach, they sought expert management to better leverage their advertising potential.
Facing strong competition from other museums in Denver, MCA Denver wanted to stand out by raising broader awareness of their unique contemporary art exhibits and programs. Their goals included increasing visitor attendance for exhibits and events, boosting newsletter subscriptions to engage their community, driving ticket sales for special programs, and ultimately growing donations to support the museum’s mission.
The Results
Ad Grant spend
↑ $7,198.49
Clicks
↑ 109%
Conversions
↑ 2,933
After conducting a thorough audit of MCA Denver’s Google Ad Grant account, we discovered key issues limiting their campaign effectiveness. Conversion tracking had been set only to page views, and the keyword strategy was highly disorganized. Based on keyword research for both local and national demographics, we set out to segment their keywords based on their services and programs.
Overall, the account lacked proper structure, which hindered targeted audience reach. To address these challenges, we corrected the conversion tracking by implementing multiple conversion actions aligned with MCA Denver’s key goals, such as ticket purchases, membership signups, email subscriptions, and shop visits. We also overhauled the keyword strategy, not only expanding the keyword list but also carefully segmenting keywords by campaign and Ad group to ensure precise targeting.
These improvements have positioned MCA Denver to more effectively drive meaningful engagement across their marketing channels, resulting in better tracking of visitor actions and more focused ad delivery tailored to their goals. Through their improved conversion setup, they saw a big jump in ticket sales, email subscribers, and website visitors, resulting in an estimated ROI of 154.56%!
This increase in visibility and engagement will help sustain future generations of artists and art enthusiasts in the Denver scene.
Ready for us to supercharge your Google Ad Grant management?
