Sick Kids

Non-profit uses Paid Search to boost revenue by 85.67%

The Challenge

SickKids Foundation received a Google Grant for use towards promoting the Foundation’s mission. With fresh funding in place, SickKids set out to increase the total number of donations and ROI from Paid Search Advertising. Having faced challenges with maximizing search opportunities with the Grant due to inaccurate reporting, they turned to Search Engine People to improve their attribution tracking and Paid Search Advertising ROI.

The Solution

After careful consideration we determined that the best possible solution to increase donations, improve ROI and accurately report on Paid Search Advertising was to dynamically track conversion values within AdWords and to optimize the entire AdWords account.

AdWords dynamic value conversion tracking involved generating standard AdWords conversion codes and adding custom parameters to the code snippet. Once the custom conversion codes were created, the SickKids IT team was able to install them on the required pages. After the codes were installed, SEP did extensive tests to ensure that all codes were tracking correctly, and pulling in correct donation values.

Additionally, SEP restructured the Paid Search ad groups to improve the relevancy between Ad Copy and Keywords, adding more negative keywords to reach the most interested customers, reduce unnecessary spend, and increase the ROI.

Furthermore, three to four new text ads were created per ad group, to test different messages to determine which message performs the best to drive donations.


With improved attribution tracking in place, we were able to accurately determine Paid Search’s impact on SickKids Foundation’s donations. In just a month the SickKids Foundation saw an 85.67% increase in revenue generated from Paid Search. The success continued through the remainder of the campaign, with an increase of 390.09% above the monthly revenue goal target.

Campaigns were launched for special promotions, which generated a staggering 2145% ROAS, and allowed for additional testing, which achieved a 138% ROI.

Being able to test and show accurate results for new tactics, SickKids Foundation is committed to driving additional revenue through online channels by fully maximizing available Grants from Google.

Sick Kids

Increase in Revenue from Paid Search,Above Monthly Goal Target,Return on Ad Spend

In compliance with Ontario’s non-essential business closure our physical offices are closed until further notice. Fortunately our willingness to adopt work from home and the required technology over the past two years has allowed us to continue our operations without impact. For our valued clients and partners you can expect the same great level of service and execution you have become accustomed to.

Many clients/prospects have reached out to us in an effort to introduce new campaigns as quickly as possible. In an effort to help our clients pivot we have increased our campaign build capacity. We are now able to turn new campaigns over in 2-3 business days opposed to the typical 5-7 business day turnaround time. Please note that campaign launch approvals from the vendor side (Google, Bing, Facebook, Instagram etc.) may be delayed as those companies migrate to work from home.

For existing clients please reach out to your account manager with any questions you may have.

For non-clients looking for assistance with new campaigns please Contact Us