Lead Generation Strategy & Results:
Fireside Project is a nonprofit organization dedicated to providing free, confidential peer support for individuals navigating psychedelic experiences. Through its Psychedelic Support Line and coaching services, the organization helps people before, during, and after psychedelic journeys by offering compassionate, non-clinical support and harm reduction resources.
The goal of this Google Ads campaign was to increase awareness, drive support-line engagement, generate qualified inquiries, and connect more individuals with Fireside Project’s services.
The Challenge
Fireside Project operates in a unique and emerging space where education, trust, and accessibility are critical.
The campaign needed to:
- Increase awareness of the Psychedelic Support Line
- Drive calls and website engagement
- Reach individuals seeking psychedelic support resources
- Promote coaching and integration services
- Generate meaningful user actions while maintaining cost efficiency
Strategy
To maximize reach and engagement, we implemented a combination of Search and Performance Max campaigns.
Search Campaign
The Search campaign focused on users actively looking for:
- Psychedelic support resources
- Psychedelic integration help
- Harm reduction services
- Psychedelic coaching
- Support during and after psychedelic experiences
These users demonstrated strong intent and were actively seeking guidance and information.
Performance Max Campaign
The Performance Max campaign expanded visibility across:
- Google Search
- YouTube
- Display Network
- Gmail
- Discover
- Google Maps
This approach allowed Fireside Project to reach users at different stages of awareness and education.
Campaign Results (January 1 – June 16, 2026)
Overall Account Performance
The Google Ads account generated significant awareness and engagement while driving meaningful actions.
Total Results
- 69,149 impressions
- 7,546 clicks
- 793 conversions
- 2,714 total conversions
- 1,642 phone calls
- $13,314.29 ad spend
- $1.76 average CPC
- 88.58% engaged session rate
These results demonstrate strong audience engagement and exceptional interaction rates for a nonprofit awareness and support initiative.
Search Campaign Performance
The Search campaign delivered highly qualified traffic from users actively looking for support and educational resources.
Results
- 16,655 impressions
- 3,551 clicks
- 258.99 conversions
- 1,425.11 total conversions
- 498 phone calls
- 21.32% CTR
- $1.17 average CPC
Highlights
The Search campaign achieved an outstanding 21.32% click-through rate, indicating exceptional relevance between search intent and ad messaging.
The campaign generated substantial conversion volume while maintaining a highly efficient cost per click.
Users searching for psychedelic support, integration resources, and coaching services engaged heavily with the ads and website content.
Performance Max Campaign Performance
Performance Max served as a powerful awareness and conversion driver.
Results
- 44,351 impressions
- 3,590 clicks
- 533.01 conversions
- 1,234.35 total conversions
- 1,141 phone calls
- 8.09% CTR
- $2.43 average CPC
Highlights
Performance Max generated:
- The highest conversion volume in the account
- More than 1,100 phone call interactions
- Over 44,000 impressions
- More than 3,500 clicks
The campaign successfully expanded reach while continuing to drive meaningful engagement and support-line awareness.
Audience Engagement Impact
One of the most impressive outcomes was the quality of user engagement.
Key Engagement Metrics
- 88.58% engaged session rate
- 7.09 events per session
- 7,546 website visits
- 2,714 total conversion actions
- 1,642 phone calls
These metrics indicate that visitors were actively interacting with the website, exploring resources, and taking meaningful actions after arriving from Google Ads.
Why the Campaign Worked
High-Intent Search Targeting
The Search campaign focused on individuals actively looking for psychedelic support, integration resources, and coaching services.
This ensured ads were shown to highly relevant audiences seeking immediate information and support.
Strong Mission Alignment
Fireside Project provides a unique service through its free Psychedelic Support Line, offering confidential peer support for people during and after psychedelic experiences.
This clear value proposition helped attract highly engaged visitors.
Multi-Channel Reach
Performance Max expanded visibility across Google’s ecosystem, helping Fireside Project connect with users who may not have been actively searching but were interested in mental wellness, harm reduction, and psychedelic education.
Business Impact
The Google Ads strategy helped Fireside Project increase awareness and engagement around its mission.
Key Outcomes
- More than 69,000 impressions
- Over 7,500 website visits
- 793 conversions
- 1,642 phone call interactions
- More than 2,700 total conversion actions
- Exceptional 88.58% engagement rate
The campaign created a scalable framework for connecting more individuals with the organization’s support resources and educational services.
Through a strategic combination of Search and Performance Max campaigns, Fireside Project successfully expanded its reach, increased engagement, and connected more people with its support services. The campaign generated strong conversion volume, exceptional engagement metrics, and significant phone interactions while maintaining an efficient cost per click.
By aligning Google Ads with its mission of providing compassionate, accessible psychedelic peer support, Fireside Project was able to amplify awareness and help more individuals access guidance before, during, and after transformative experiences.