The Dementia Society

Strategy & Account Optimization

Account Audit

We conducted a comprehensive audit of the existing Google Ads account to identify performance gaps, inefficient targeting, and opportunities for optimization.

Keyword Optimization

Search campaigns were restructured using high-intent keywords focused on dementia education, caregiver support, community resources, and donations, while removing low-value search terms.

Ad Copy Improvements

Ad messaging was rewritten to better reflect The Dementia Society’s mission with empathetic, informative, and action-oriented copy designed to encourage engagement.

Landing Page Optimization

Ads were aligned with the most relevant landing pages, ensuring users were directed to appropriate educational resources, support services, or donation opportunities.

Campaign Execution

Campaigns were organized into tightly themed ad groups to improve Quality Scores, increase ad relevance, and enhance overall account performance.

Conversion-focused bidding strategies were implemented to prioritize valuable actions such as resource engagement, contact submissions, and donations.

Comprehensive conversion tracking was also configured, allowing ongoing optimization based on real user behavior and campaign performance.

Results

The Google Ads strategy helped improve campaign efficiency while supporting The Dementia Society’s mission of providing education, advocacy, and support for individuals and families affected by dementia.

Key Outcomes

• 15 conversions
• $1,751.75 cost per conversion
• Improved keyword targeting
• More relevant ad messaging
• Enhanced landing page experience
• Accurate conversion tracking for ongoing optimization

Why The Campaign Worked

Improved Account Structure

The account restructure helped improve campaign organization, keyword relevance, and overall advertising efficiency.
By focusing on tightly themed campaigns and high-intent searches, the strategy connected users with the most relevant dementia resources and support services.

High-Intent Keyword Targeting

The campaign focused on users actively searching for:

• Dementia education resources
• Caregiver support services
• Dementia community programs
• Support and awareness resources
• Donation opportunities

This ensured advertising efforts were directed toward individuals and families looking for meaningful assistance.

Better User Experience

By improving ad messaging and aligning campaigns with relevant landing pages, users were guided toward appropriate resources, support options, and engagement opportunities.

This created a smoother user journey from search intent to valuable action.

Conversion-Focused Optimization

Campaign improvements focused on:

• Conversion tracking accuracy
• Improved bidding strategies
• Higher-quality traffic
• Reduced wasted ad spend
• Ongoing campaign refinement

These optimizations helped maximize the impact of the available advertising budget.

Business Impact

The Google Ads optimization strategy helped The Dementia Society improve its digital outreach and connect more effectively with individuals seeking dementia-related education, support, and resources.

Key Outcomes

• 15 meaningful conversions generated
• $1,751.75 cost per conversion
• Improved campaign relevance
• Stronger keyword targeting
• Enhanced user engagement opportunities
• Foundation created for future campaign growth

The combination of account restructuring, improved messaging, and conversion-focused optimization created a stronger advertising foundation for continued awareness and community support.