Boy Scouts of America, Capitol Area Council (BSACAC)

Leveraging a Google Ad Grant to Build Brand Awareness and Increase Program Participation

From Consideration to Conversion

With the goal of increasing brand awareness and consideration of BSACAC and its programs amongst parents and guardians of children ages 6-20 in Central Texas, Bloom launched a strategic Google Search Ads campaign leveraging BSACAC’s Google Ad Grant to increase online visibility and web traffic to the  “Join Scouts” and “Join Cub Scouts” web pages. Using existing BSACAC research, we honed in on the organization’s target audiences using interest-based, demographic, and geographic targeting.

Following the tried-and-true marketing funnel model, we developed a strategy that would not only create awareness, but also drive BSACAC’s target audiences through the funnel to consideration and conversion (the target conversion for this campaign was an application submission to become a Cub Scout or Boy Scout).

Through continuous monitoring, optimization, and experimentation with messaging and creative, we created a campaign that provides steady, reliable traffic to the campaign landing pages with above-average engagement and conversions metrics.

Our monthly strategic and implementation activities include:

• Performance analysis and optimization
• Negative keyword management
• Ongoing bid management
• Conversion metrics analysis
• Monthly reporting, insights, and recommendations


Mission-Driven Companies

  • Google Ad Grants
  • Ad Placements
  • Digital Marketing
  • Campaign Strategy & Planning
  • Digital & Traditional Marketing
  • Measurement & Reporting

6,017 Website Visitors

from Google Search Ads during first 9 months of campaign

438 Applications Submitted

total during the 9-month campaign period

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