Case Study: Google Ads Optimisation for a Community Arts Organisation

Project Overview

I was approached by a non-profit organisation which offered arts and theatre workshops to young people in a small community in Texas, U.S. The organisation wanted to grow local awareness, promote workshops, increase ticket interest, recruit volunteers and create a stronger foundation for future digital marketing.

This project focused on improving Google Ads campaign structure, keyword strategy, conversion tracking and reporting for a community arts organisation.

Challenge

The account had several common issues:

  • Campaign goals were not clearly separated

  • Some ads used outdated or seasonal messaging

  • Certain URLs were broken or misaligned

  • Conversion tracking was incomplete

  • Some actions happened on external platforms

  • Campaign performance was difficult to interpret

  • Keywords needed refinement

  • Negative keywords were needed to reduce irrelevant traffic

Strategy

The account was reviewed and restructured around clearer campaign objectives.

The recommended campaign structure included:

  • Awareness and creative workshops

  • Ticket promotion

  • Family activities

  • Volunteer and community engagement

Search campaigns were prioritised because they provided greater control over keywords, landing pages, ad copy and reporting while conversion tracking was still being improved.

Optimisation Work Completed

The project included:

  • Campaign audit

  • Keyword research

  • Search intent analysis

  • Ad group restructuring

  • Negative keyword implementation

  • Responsive Search Ad copywriting

  • Landing page alignment

  • Sitelink and callout review

  • Conversion goal planning

  • Tracking limitation analysis

  • Campaign reporting and recommendations

Conversion Tracking Findings

Interest-based conversions were created for key campaign goals, including workshop registration interest.

Completed conversion tracking required additional platform access because registrations, ticket purchases and donations occurred through external systems.

This led to a clear tracking roadmap involving:

  • Wix

  • Ludus

  • Inksoft

  • Google Tag Manager

  • Google Analytics 4

  • Google Ads conversion actions

Outcome

The project created a cleaner and more strategic Google Ads structure. The organisation gained clearer campaigns, stronger targeting, better measurement planning and a practical optimisation roadmap.

Key Skills Demonstrated

  • Google Ads optimisation

  • Search campaign strategy

  • Keyword research

  • SEO-informed landing page review

  • Conversion tracking planning

  • Google Tag Manager setup support

  • GA4 event tracking planning

  • Campaign reporting

  • Nonprofit digital marketing strategy

  • Stakeholder communication

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  • "Her attention to detail and commitment" to quality truly stood out. We’ve already recommended them to others.

    —Former Client

  • "Creative, reliable, and genuinely passionate about what they do."

    —Former Customer

  • "A professional team that delivers on their promises."

    —Former Customer

  • "Every detail was thoughtfully executed. We're thrilled with the outcome."

    —Former Customer

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