Operation Smile Canada is a nonprofit dedicated to providing life-changing surgeries and medical care to children born with cleft lip and palate conditions. Through a five-year strategic partnership, Yeeboo Digital revamped the organization’s digital marketing, optimizing their online presence and delivering a dramatic improvement in fundraising outcomes.
When Operation Smile Canada approached Yeeboo Digital, their Google Ads account was struggling to achieve significant returns on their digital marketing spend. The average return on investment for paid ads sat at around 200% year over year.
That performance signalled a clear need for a strategic overhaul to maximize the organization’s reach and impact online.
Yeeboo Digital devised a comprehensive plan centred on managing Operation Smile Canada’s Google Ads account, including leveraging the Google Grant program. The team focused on competing specifically on brand terms to ensure visibility whenever potential supporters searched for the organization.
They also capitalized on top-of-funnel activities such as direct response television (DRTV) to raise awareness and engage a wider audience, and expanded beyond Google Ads by introducing additional search channels like Bing to diversify online reach.
The average return on advertising spend in the paid account skyrocketed to an impressive 700%, an astounding improvement from the previous 200% average. The introduction of additional search channels such as Bing unlocked previously unrealized revenue.
Over time, that channel expansion generated a remarkable 300% ROI, providing a significant boost to the nonprofit’s financial sustainability and its capacity to deliver its life-changing mission.
