Humber River Hospital Foundation
Website Traffic
Paid Social Traffic
Click-through Rate
The Objective
Build and Manage the Year-End Campaign with Google Ad Grants
In the Holiday 2025 campaign for the Humber River Hospital Foundation (HRHF), Helio effectively built and managed their Google Ad Grants account to drive year-end donations. The Google Ad Grants program provides eligible nonprofits with up to $10,000 per month in search ads on Google.com, enabling organizations like HRHF to raise awareness, attract donors, and recruit volunteers.
The primary goal was to leverage the holiday giving season, including Giving Tuesday and the December 31 tax deadline, to increase year-end donations from donors in the Greater Toronto Area (GTA). The campaign emphasized the tax-deductible nature of donations and the impact of giving during the holiday season.
The Solution
A Targeted Multi-Platform Strategy to Maximize Year-End Giving
- A/B Testing Messaging: Developing and testing three core ad concepts—General Holiday Donations, Giving Tuesday, and the Tax Deadline—to determine which messages resonated most effectively with different donor motivations.
- Audience Segmentation: Identifying and targeting specific segments within the GTA to ensure ads reached the most receptive potential donors.
- Targeted Ad Placements: Utilizing the Google Ad Grants program to place ads in Google Search results, ensuring visibility to individuals actively seeking opportunities to donate.
- Optimized User Journeys: Directing users to the HRHF Donation Page to provide a seamless and efficient donation experience.
- Google Ad Grants management: By adhering to Google Ad Grants policies, such as using conversion-based Smart bidding strategies and maintaining valid conversion tracking, Helio ensured the account remained compliant and effective.
The Results
Boosted engagement, expanded reach, and fundraising success
The campaign led to a 15.47% increase in website traffic, with visits rising from 22,982 to 26,538, and a 16.34% growth in paid social traffic. Engagement metrics were strong, with a 5.93% click-through rate on search ads and 1.16% on social ads. The campaign generated 682 leads at a cost per lead of $65.98, achieving a 4.77% conversion rate and raising over $23,000 in donations. Additionally, organic search traffic grew by 28.54%, indicating increased visibility and interest.
Through strategic management of the Google Ad Grants account, Helio successfully enhanced HRHF’s online presence, strengthened donor engagement, and positioned the foundation for long-term growth in future fundraising efforts.
