Project overview

Tree-Nation is a non-profit company that allows citizens and companies to plant trees all around the world and offset their CO2 emissions.

Challenges

They owned a Google Grant account that generated very little traffic and had the following limitations:

• Spend $10k granted by Google
• Keep the CTR above 5%
• Obtain as many subscriptions as possible
• Achieve as many individual plant tree “purchases” as possible
• Track other important conversions such as sign-ups, calls, and form submissions
• Set up conversions correctly in Google Tag Manager and Google Analytics

Solution

1. Account Restructuring

One generic campaign that includes ad groups:

• Business CO emission offset
• High Intent keywords
• Low Intent keywords
• Deforestation
• Dynamic Search Ad

2. New Brand Campaign Launch

A new campaign for our own branded keywords was launched

3. Competitors Campaign Launch

A new campaign for the competitors brand keywords was launched

Results

• 6.5% CTR Achievement – A minimum CTR threshold established for Grant Account has been achieved
• $118 087 Generated Donations – After all conversion goals have been set up successfully, we were able to measure the Google Ads impact and increase the conversion value
• Maximum Grant Account Budget Spent – The daily maximum budget available to spend in Grant Accounts is $333, which has been achieved