Case study

An NGO's Google Ads portfolio: CA$1.48M in conversion value from CA$222K in ad spend

GrowLimo managed several Google Ads campaigns for a non-profit organisation, with total ad spend across its portfolio of more than CA$1M. From January 2025 to January 2026, the account shown recorded 6.14K conversions and CA$1.48M in conversion value from CA$222K in spend.

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Conversion value: CA$1.48M; January 1, 2025 to January 26, 2026. Source: /case-studies/ngo-google-ads-campaigns/
Conversions: 6.14K; January 1, 2025 to January 26, 2026. Source: /case-studies/ngo-google-ads-campaigns/
Clicks: 32K; January 1, 2025 to January 26, 2026. Source: /case-studies/ngo-google-ads-campaigns/

The brief

The client is a non-profit organisation that runs several Google Ads campaigns at once, with total ad spend across its portfolio of more than CA$1M.

With that much spend, the job is less about launching ads and more about keeping every campaign reaching the right people and counting the right website actions.

What we did

We managed the campaigns as one portfolio, with three areas of work.

Audience targeting: each campaign reaches the people most likely to act, rather than everyone searching the topic.
Attribution: conversions are tracked and credited correctly, so budget follows the campaigns that bring results.
Continuous monitoring: spend, conversions and conversion value are checked throughout, and campaigns are adjusted when performance moves.

Results from January 2025 to January 2026

These are the figures Google Ads recorded for the account shown, from January 1, 2025 to January 26, 2026. Values are in Canadian dollars, the account's billing currency.

Conversions: 6.14K
Conversion value: CA$1.48M
Clicks: 32K
Ad spend: CA$222K
Conversion value per dollar spent: about 6.7

Google Ads overview, January 1, 2025 to January 26, 2026: 32K clicks, conversion value 1.48M, 6.14K conversions and cost CA$222K — Google Ads account overview, January 1, 2025 to January 26, 2026, in Canadian dollars. Shared with the client's permission; account details removed.

What this shows

Large budgets only pay off when every campaign is measured the same way. Tracking conversion value, not just clicks, is what lets a non-profit see which campaigns move its goals and put more of its budget there.

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