Unlocking the full potential of the $40,000 Ad Grant Pro
.
The St. Baldrick’s Foundation, the largest charitable funder of childhood cancer research grants, is on a mission to Conquer Kids’ Cancer by supporting the most promising research to find cures and better treatments for all childhood cancers.
“We knew we had some challenges, such as a lack of technical know-how and tools to ascertain which digital tactics were performing best. Various team members had tried so many things without ending previous tests, our efforts were effectively cannibalizing each other. Enter Carlos and the team at Blue Tusk Digital, who began a thorough analysis of all our platforms. They quickly identified several key changes to make immediately and others to follow later. Within a month, we were seeing marked improvements, and over the past year, they’ve tested various strategies and proven where our strengths lie and where they don’t. Today, our digital strategy is more streamlined, easier to manage, and more impactful than it has been in years.”
Kathleen Ruddy
Chief Executive Officer
the challenge
Leaving $10K a month on the table for five years
.
St. Baldrick’s came in with a rare $40K/mo Ad Grant Pro account and over a decade of advertising history behind it. That’s a lot of data to work with. The account had drifted though, and three problems surfaced the moment we got inside it.
issue 01
$10K/mo left on the table
.
The full $40,000 had never once been spent. A quarter of their free grant money went unused every single month, for years.
issue 02
6,000+ active keywords
.
Far too many to manage well. Budget and attention were spread across thousands of terms with no clear priority behind any of them.
issue 03
Duplicate Ad Groups
.
Multiple Ad Groups were targeting the same audiences and locations, quietly competing against each other for the same clicks.
The Approach
Cleaner account, sharper spend
.
The strategy was straightforward. Rebuild the account so anyone can read it at a glance, cut what wasn’t earning its place, and put the full budget behind what actually performed.
solution 01
Account structure
.
Rebuilt from the ground up so it’s easy to read the moment anyone logs in. No more guesswork, no more digging around to find what matters.
solution 02
The less is more technique
.
A few hundred focused keywords consistently outperform thousands of unmanaged ones. We kept what worked and removed the rest.
solution 03
In-depth research
.
We dug into 12+ years of account history to find the campaigns genuinely driving results and built the new structure around them.
the results
The full $40K/mo spent on traffic that converts
.
We narrowed everything down to three focused campaigns: branded searches for St. Baldrick’s, high-intent donation terms, and education traffic the foundation was already ranking for organically. We found which pages were already winning and doubled down on those for their account. Clean, simple and effective.
-45
%
kpi highlight
As the account got leaner and more focused each month, the CPC kept dropping. Less waste meant every dollar went further.
Increase ↑
11.92%
CTR up from 8.58% account-wide.
Increase ↑
$40,000
Monthly budget spent in full across 12 months, up from $30K.
