From Underused to Optimized: Enhancing CHOOSE 180’s Google Ad Grant Account
Our Challenge
CHOOSE 180 wanted to optimize its Google Ad Grant account to drive local engagement and awareness of its programs and services in the communities it serves in Washington. The existing account hosted campaigns that lacked a clear purpose and did not include geo-targeting, making it difficult to maximize the account’s budget and reach a local audience. CHOOSE 180 also hoped to generate more donations and newsletter sign-ups through their Google Ad Grant account; however, the account didn’t have campaigns designed to achieve those goals. Barefoot PR’s task was to conduct a full audit of their account, resolve inefficiencies, build new, sustainable structures and refocus each campaign around a solidified goal, ensuring the ads shown are relevant to actual searches and positioned to increase conversions.
Our Solution
As one of our pro bono projects for 2026, Barefoot audited CHOOSE 180’s Google Ad Grant account and built two new campaigns around the organization’s core goals: raising deeper awareness of the mission and driving more donations and newsletter sign-ups. We refined targeting by adding negative keywords to eliminate irrelevant traffic and applied location targeting to King, Pierce, and Snohomish counties, as well as to Tacoma and Olympia. We also added more relevant, high-performing ads to strengthen engagement. Together, these changes positioned CHOOSE 180 to reach more local youth and families who are seeking its services.
Results
Increased optimization score from 91.8% to 100%
Built 2 new campaigns to highlight mission awareness and CTAs to donate and newsletter sign-ups
Increased click-through rate (CTR) from 10.54% to 11.03% and conversions from 31 to 33
Meet the Project Leads
Julia Schaller
PR Associate
