Google Ads Strategy & Results:
The Dementia Society is a mission-driven nonprofit organization dedicated to supporting individuals living with dementia, their families, and caregivers through education, advocacy, and community-based resources. With a strong focus on dignity, compassion, and empowerment, the organization works to raise awareness, improve understanding, and provide practical support for those affected by dementia at every stage. Through programs, resources, and outreach initiatives, The Dementia Society plays a vital role in fostering inclusive, informed, and supportive communities.
Approach
In 2025, we took over the management of The Dementia Society’s Google Ads account with the goal of increasing awareness, driving meaningful engagement, and maximizing the impact of available ad spend. We began with a comprehensive audit of the existing account to identify gaps, inefficiencies, and opportunities for improvement. Based on our findings, we developed a strategic approach focused on relevance, efficiency, and measurable outcomes. Our primary recommendations included:
Refining Keyword Targeting
We analyzed search intent closely to identify keywords aligned with dementia education, caregiver support, donations, and community resources, while removing low-intent or irrelevant search terms to reduce wasted spend.
Revamping Ad Copy
We restructured ad messaging to be more empathetic, informative, and action-driven, reflecting the organization’s mission while clearly communicating available resources and support.
Optimizing Bidding Strategies
We adjusted bidding strategies to prioritize high-value actions such as resource engagement, contact submissions, and donations, ensuring the budget was used as efficiently as possible.
Improving Landing Page Alignment
We ensured ads directed users to the most relevant pages based on intent, such as support resources, educational content, or donation pages, creating a smoother and more meaningful user journey.
This approach was designed to improve campaign relevance, increase engagement, and support the organization’s broader mission objectives.
Execution
With a clear strategy in place, we moved into execution, implementing structured and data-driven improvements across the account:
Keyword Structure & Targeting:
We built tightly themed campaigns and ad groups around specific dementia-related topics and user needs. This improved Quality Scores, ad relevance, and overall campaign efficiency.
Ad Copy Optimization:
Ad copy was rewritten to address emotional and informational intent, highlighting support, education, and impact. Clear calls-to-action were included to guide users toward meaningful next steps, such as learning more, accessing help, or contributing.
Bidding Strategy Implementation:
We implemented performance-focused bidding strategies aligned with conversion goals, allowing Google Ads to optimize toward the most valuable actions while maintaining cost control.
Landing Page Relevance:
Each campaign was mapped to a highly relevant landing page to ensure consistency between the ad message and on-site experience, improving engagement and reducing drop-offs.
Conversion Tracking & Measurement:
We set up comprehensive conversion tracking to monitor key actions across the site. This allowed for accurate performance measurement and ongoing optimization based on real user behavior.
These execution steps ensured the campaigns were not only technically sound but also aligned with The Dementia Society’s mission and audience needs.
