Driving a 261% Increase in Traffic for Brain Research Foundation

See how Pico Digital navigated strict grant limitations to maximize brand exposure and donor engagement, leveraging PMax and Dynamic Search Ad features to boost annual spend by 375% YoY.

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Overview

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This case study highlights our strategic management of the Google Ad Grants program for the Brain Research Foundation. By leveraging sophisticated targeting and the latest Google features, we transformed a stagnant grant account into a high-performance engine for brand awareness and user engagement, complementing the organization’s dedicated paid search efforts.

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Challenge

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The primary obstacle in any Google Grant campaign is navigating the platform's inherent limitations—specifically the $2.00 bid cap and the 5% minimum CTR requirement. In a competitive landscape where commercial bidders can easily outspend grant accounts, capturing significant traffic requires a highly refined strategy. The goal was to overcome these constraints to drive meaningful volume without compromising account health or compliance.

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Objective

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Our mission was to revitalize the grant account to increase brand exposure and drive high-value actions on the site. We aimed to:

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• Maximize the utilization of the monthly grant budget.
• Maintain a CTR well above the 5% compliance threshold.
• Bridge the gap between "awareness" and "action" by tracking specific engagement milestones.
• Support the performance of the separate, paid ROAS-focused account by increasing brand lift.

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Strategy

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We implemented a multi-layered approach that balanced automation with manual refinement:

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• Advanced Conversion Tracking: We moved beyond basic metrics by setting up conversion events for high-intent behaviors, such as views of the "Ways to Give" and "Donate" pages. This allowed the algorithm to optimize for users likely to support the foundation.
• Diversified Campaign Architecture: We deployed a mix of Dynamic Search Ads (DSA) for broad coverage and Regular Search Ads for granular keyword control, all while adhering to the $2.00 CPC limit.
• Early Adoption of PMax: Following Google’s late 2025 update, we integrated a Performance Max (PMax) campaign. This allowed us to tap into new inventory and visual placements previously unavailable to grant recipients.
• Creative Iteration: We conducted extensive A/B testing on PMax assets, comparing scientific imagery with emotive, family-centric photography to identify which resonated most with the target audience.
• Rigorous Maintenance: Continuous refinement of negative keyword lists and URL targeting for DSAs ensured that traffic remained relevant and high-quality.

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Key Achievements

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By comparing the current fiscal year (July 1st – June 30th) to the previous year, the results demonstrate a massive scale-up in efficiency and reach:

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• CTR Excellence: Our search campaigns achieved a stellar 11.69% CTR, more than doubling the Google Grant requirement.
• PMax Performance: The newly implemented PMax campaign significantly improved the account's health, delivering a strong 5.09% CTR.
• Budget Optimization: We successfully scaled the grant's annual utilization, capturing significant advertising equity.

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Conclusion

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Through proactive management and the early adoption of PMax, we proved that Google Grant limitations are not a barrier to success, but a framework for precision. By increasing conversions by over 427%, we have not only amplified the Brain Research Foundation’s digital presence but also created a powerful funnel that assists their paid, ROAS-driven initiatives. This case study serves as a blueprint for how non-profits can turn a restrictive grant into a powerhouse for brand growth.

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Partnering for a Purpose

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While we are proud of these results, the real impact is the life-changing research being done every day. If you are inspired by their mission to find cures for brain-related diseases, we encourage you to visit the Brain Research Foundation and make a donation here.

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Check out our 3rd-party verified 5-star feedback from the Brain Research Foundation on Clutch.

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