Case Study: The Chattanooga Zoo achieves 2x+ industry‑average CTR and streamlined automated reporting with Swydo

Maximizing The Google Grant For Nonprofits Case Study For The Chattanooga Zoo

The Chattanooga Zoo, an AZA member focused on species conservation and family programming, needed to drive donations and ticket sales but faced the constraints of the Google Grant — $10,000/month in search ads limited to text ads and a $2 bid cap. Nonprofit Megaphone was brought in to manage the Grant and develop a targeted AdWords strategy to reach local families and supporters efficiently.

Nonprofit Megaphone used tactics like sitelinks to send searchers to specific family and education pages and mobile callout extensions with forwarding numbers (about 80 calls/month), while automating reporting via Swydo. The campaigns drove a steady increase in new visitors and high engagement — click-through rates climbed from 3.57% in week two to 5.3% by month three and have averaged over 5% since — demonstrating strong performance despite Grant limits.

The Chattanooga Zoo