The client is a leading grant research and funding intelligence platform serving nonprofit organizations across North America. The platform helps nonprofits, charities, educational institutions, healthcare organizations, faith-based organizations, and social service agencies identify funding opportunities, research grantmakers, analyze funding history, and connect with potential foundation funders.
The client needed digital marketing services that could improve visibility across both paid and organic channels. The objective was not only to increase traffic or lead volume, but to attract more qualified nonprofit prospects with stronger intent.
The project required Google Ads optimization for better lead generation and SEO improvements to strengthen organic visibility, keyword rankings, website authority, and user experience.
Key Requirements:
The client wanted more form submissions from relevant organizations, especially nonprofits, charities, educational institutions, healthcare organizations, and faith-based groups looking for grant research solutions.
The account was attracting search queries that were not aligned with the client’s target audience. This was increasing wasted spend and affecting lead quality.
Google Ads campaigns needed better segmentation by nonprofit categories, stronger keyword grouping, and more efficient budget allocation toward campaigns with higher conversion potential.
The project required ongoing keyword research, expansion of high-intent search terms, and regular negative keyword updates to prevent irrelevant clicks.
The team had to go beyond basic conversion numbers and evaluate CRM lead-status data to understand which campaigns and keywords were generating qualified leads.
The client needed improvements in on-page SEO, technical SEO, internal linking, keyword targeting, content freshness, and backlink quality.
The website required fixes for broken links, 404 errors, duplicate content, weak internal linking, slow page speed, and outdated content areas.
The SEO strategy also required competitor backlink analysis and quality link building to improve domain authority, page authority, referral traffic, and organic ranking potential.
The client operated in a competitive search environment where keywords such as nonprofit grants, grant database, foundation grants, grant writing, and fundraising solutions attracted both relevant and irrelevant audiences. The challenge was to improve visibility without compromising lead quality or budget efficiency.
Advertising Challenges:
SEO Challenges:
Our digital marketing team built a full-funnel strategy: continuous Google Ads management & optimization to capture high-intent demand efficiently, paired with a technical and on-page SEO campaign to rebuild organic visibility.
We reorganized the Google Ads account to align campaigns with the client’s target nonprofit sectors.
We conducted continuous keyword research to refine reach among high-intent prospects & and improve the quality of paid search traffic.
We refined audience and location targeting to reach organizations with stronger intent for grant research and fundraising solutions.
We improved ad messaging to attract more qualified prospects and increase engagement.
We optimized budget allocation and bidding based on campaign performance instead of spreading spend evenly across all segments.
We reviewed conversion tracking and evaluated lead quality using client-provided CRM data. Instead of optimizing only for more conversions, we focused on the sources that were generating better nonprofit prospects.
We launched a controlled Performance Max test to explore additional lead-generation opportunities.
Alongside Google Ads optimization, we worked on SEO improvements to support organic visibility, improve authority, and reduce long-term dependence on paid traffic.
We began with a detailed SEO audit of the client’s website. The audit helped identify the issues affecting organic performance. It also created a clear roadmap for technical fixes, content improvements, and authority building.
As part of SEO services, we optimized key website pages for target keywords and search intent.
We improved the website’s internal linking structure to distribute authority across important pages. It also improved website navigation and crawlability.
We provided technical recommendations to improve website performance and indexing.
Our SEO team reviewed competitor activity to identify new search opportunities.
We worked on improving the website’s backlink profile to strengthen the website’s authority & visibility.
The combined PPC and SEO strategy helped the client improve campaign performance, organic visibility, keyword rankings, website engagement, and backlink authority.
| Metric | Before | After | Change |
|---|---|---|---|
| Conversions | 154 | 194 | +25.97% |
| Cost per Conversion | $35.60 | $32.51 | -8.68% |
| Conversion Rate | 5.30% | 6.88% | +29.81% |
| Metric | Before | After | Change |
|---|---|---|---|
| Average SEO Score | 64/100 | 92/100 | +43.8% |
| Average CTR | 2.30% | 4.80% | +108.7% |
| Average Ranking Position | 28.5 | 11.4 | ~60% better |
| Top-10 Keywords | 12 | 48 | +300% |
| Organic Keywords Ranking | 85 | 210 | +147.1% |
| Metric | Before | After | Change |
|---|---|---|---|
| Domain Authority | 18 | 34 | +88.9% |
| Page Authority | 24 | 42 | +75% |
| Referring Domains | 65 | 142 | +118.5% |
| Quality Backlinks | 420 | 1,080 | +157.1% |
| Spam Score | 9% | 3% | -66.7% |
| Metric | Before | After | Change |
|---|---|---|---|
| Avg. Session Duration | 1m 45s | 3m 05s | +76.2% |
| Pages per Session | 1.8 | 3.2 | +77.8% |
| User Engagement Rate | 38% | 64% | +68.4% |
| On-Site Conversion Rate | 1.90% | 3.80% | +100% |
Partner with our digital marketing team for a full-funnel PPC and SEO strategy built to drive qualified leads, stronger rankings, and lasting search authority. Share your requirements with us at info@suntecindia.com.