How Smart Path Marketing Helped Outside the City Expand Its Mission with Targeted Campaigns
Driving Awareness and Engagement Through Expertly Managed Google Non-Profit Grant Campaigns
Case Study #2: Outside the City
The Challenge
Outside the City (OTC) is a non-profit that helps formerly gang-involved and previously incarcerated individuals reintegrate through outdoor adventure programs. By engaging in activities like hiking, cycling, and kayaking, participants develop resilience, leadership, and teamwork skills, along with practical survival training.
As a growing organization, OTC needed to increase awareness and engagement but lacked an established online presence. They turned to the Google Non-profit Grant to improve visibility, connect with their target audience, and promote their mission effectively.
How We Helped Outside the City
In order to help OTC increase awareness and engagement, here are the steps we took to get them there.
Step 1. Onboarding and Discovery:
Conducted a comprehensive consultation to understand OTC’s mission, goals, and target audience.
Defined primary Key Performance Indicators (KPIs), including click-through rate (CTR), cost per conversion (CPC), conversion volume, and overall ad engagement.
Step 2. Keyword Research and Strategy:
Identified competitive keywords that aligned with OTC’s programs and audience intent.
Developed a structured campaign approach to maximize reach while optimizing ad spend efficiency.
Step 3. Campaign Execution and Budget Management:
- Created optimized ad groups and campaigns tailored to specific outreach goals, utilizing a $10,000 monthly Google Ad Grant budget.
- Developed compelling ad copy and visuals to attract clicks and set up conversion tracking to measure success while maximizing the budget
Step 4. Continuous Optimization and Testing:
Monitored campaign performance daily, adjusting bidding strategies to ensure cost-effective results while maximizing ROI.
Implemented A/B testing for ad variations to determine the most effective messaging.
Step 5. Ongoing Collaboration and Support:
Delivered Detailed performance reports to OTC, keeping them informed about the campaign's progress.
Offered actionable insights for scaling efforts and sustaining long-term impact.
The Result: One Week (Recent as of Jan 25')
Smart Path Marketing brought a high level of expertise in launching and managing our Google Non-profit Grant program. As a growing non-profit, we needed structured digital campaigns to improve our outreach and engagement. Their support helped us build and execute compelling keyword strategies that significantly increased our visibility and impact. We highly recommend Smart Path Marketing and are grateful for their dedication.
Outside the City -
non-profit
The Result: One Month (Dec 11th -Jan 9th)
Final Thoughts
At Smart Path Marketing, we’ve seen firsthand how a well-executed paid ads strategy can drive real growth for organizations of all sizes. Through strategic keyword targeting, structured campaign execution, and continuous optimization, we help businesses maximize their ad spend and reach the right audience. This case study is a testament to the power of paid advertising in building awareness, driving engagement, and achieving measurable success.