Managing a global and local campaign for a long-standing SaaS customer while maximizing ROI and Google's advertising platform capabilities as part of a significant business development process.


Ongoing Campaign Management for “Israel Gives” in Israel and abroad to increase brand awareness and the number of active users (User Acquisition).

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israel gives case study

The Challenge

2 Main Goals

  • Creating awareness and differentiation in local and global markets.
  • Increasing the number of users on the platform while creating a pool of new crowdfunding campaigns.

2 Secondary Goals

  • Creating a learning process for new users (campaign creators) on the fundraising software.
  • Providing tools and guides for maximizing fundraising amount per campaign, and donors retention.

The Solution

A digital marketing strategy that consists of the following:

  • Multi-channel digital marketing to specific and relevant target audiences with tailored messaging.
  • Incorporating email marketing to send information and explanations on how to use the software to increase customer lifetime value (LTV).
  • Global PPC campaign structure per selected countries. Drafting a unique sales proposition (USP) per each target audience’s pain and gain with “Go Global – Act Local” approach.
  • Activation of segmented remarketing campaigns to boost num. of onboardings & new users acquisition. 

What Did We Do

  1. Conversion Rate Optimization (CRO)
    Improvements in the website structure and elements (A/B Tests) and landing pages. Testing the marketing content, the onboarding process, customer journeys, pages micro-interactions, and more.

  2. Creative
    Creating a graphic concept and messaging (Display Network – GDN). Creating a visual concept that was used in the various publications and campaigns.

  3. Google Ads Campaign Management

    Advertising and optimization on Google search and display networks.  Setting up a measurement system (conversions and events) and remarketing capabilities using Google Tag Manager and Google Analytics.

The Results

The campaign generated hundreds of conversions and new users with high & sustainable ROI over a period of months.

Advertising efficiency throughout the campaign was good with a click-through rate (CTR) of 10.6% and with a high conversion rate of 8.38%.