Expanding Awareness
Statewide with Google Ads
PPC
35K+ Impressions
for Under $400
TCCY’s “Future” initiative is a vital campaign designed to elevate awareness of the needs, voices, and well-being of Tennessee’s children and youth. Despite the importance of its mission, the program lacked visibility among the broader public. Social Link was brought in to change that—and we delivered big results on a small state budget.
With just $359.36 in media spend, our campaign generated 35,844 impressions and 1,456 clicks in 90 days, driving a 4.06% CTR—well above industry benchmarks for government awareness ads.
Project Snapshot: The Awareness Growth Engine
Social Link used a targeted Performance Max campaign to put
TCCY’s Future initiative in front of thousands of Tennesseans.
Audience Mapping
Defined core personas (parents, educators, youth advocates).
Performance Max Activation
Used Google AI to expand reach and optimize placements.
Creative Messaging
Highlighted TCCY’s mission and community value.
Budget Efficiency
Delivered massive exposure for under $400.
01.
Understanding the Mission
TCCY’s “Future” page supports long-term visioning for Tennessee’s children and teens. It’s not a product or service—it’s a call to action for systemic change.
We crafted an awareness campaign aligned with these core themes:
- Community engagement
- Policy education
- Inclusion of youth voices
- Long-term systems planning
02.
Performance Max: One
Campaign, Unlimited Reach
Google’s Performance Max (PMax) allowed us to serve ads across:
- YouTube
- Gmail
- Google Search
- Display Network
- Discover Feed
This maximized exposure across the state, with Google’s AI optimizing placements for performance and visibility.
03.
Results & Metrics Paid and Organic
March 1 - May 31, 2025
35,844
impressions
1,456
clicks
4.06%
CTR
$0.25
average CPC
$359.36
total cost
Key Takeaway
Every dollar spent delivered nearly 100 impressions and 4 quality engagements—proving that awareness campaigns, even at small scale, can deliver outsized impact.
Why it Worked
Message-Mission Alignment
We positioned the campaign with empathy, inclusion, and clarity.
Smart Use of PMax
Google’s automation helped reach relevant users without overspending,
Strategic Simplicity
A single, focused campaign kept costs down and performance up.
Civic Value Storytelling
We elevated the why behind the message, not just the what.
Want to Run a High-Impact Campaign on a Government Budget?
We specialize in getting your message seen—without overspending.
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Absolutely first-class service. The personal attention to detail and prompt communication made this process so rewarding to our school’s vision and goals. Plus, everyone is so kind and relatable!
Dr. Brenda Diaz
Executive Principal, Nashville
Big Picture High School
