---
title: "World Vision Australia"
description: "Led performance media strategies that drove a 70% YoY reduction in acquisition costs."
canonical: "https://gordongeraghty.com/work/world-vision-australia"
type: "work"
---



# World Vision Australia

**Gordon Geraghty** — World Vision Australia, EssenceMediacom. Led performance media strategies that drove a 70% YoY reduction in acquisition costs. Result: 70% reduction in CPA YoY.

**EssenceMediacom · advertising**

## Results — World Vision Australia

70% reduction in CPA YoY

### Situation & Strategy

Donor acquisition for a not-for-profit means every dollar spent on media is a dollar pulled from programs. The account had bloated with too many campaigns, and near-duplicate structures were competing against each other for the same searches.

### Tactics

Consolidation comes before optimization. I cut half the live campaigns and merged the splintered exact, phrase, and broad match variants into single campaigns.

### Action

With a leaner structure, I added dynamic search copy so ads matched both the query and the searcher’s city. I also tailored messaging so returning visitors saw something different than first-timers. Finally, I set up a Google Ad Grants account they hadn't claimed—unlocking free search media.

### Results

Cost per acquisition fell 70% year-on-year. The Ad Grants account changed the economics entirely: getting media for free lifts the return on ad spend for the whole account.

## FAQ

### What was wrong with the account structure?

It had accumulated more campaigns than it could support, with near-duplicate structures competing against each other for the same searches.

### What came before optimisation?

Consolidation. Half the live campaigns were cut, and exact, phrase and broad match variants that had been running as separate campaigns were merged into single ones.

### What is a Google Ad Grants account and why did it matter?

It is free search media for eligible not-for-profits, which the charity did not have. The page notes that media costing nothing lifts return on ad spend across the whole account.

### What result did the work produce?

The page reports cost per acquisition fell 70 per cent year on year.

**Tags:** CPA, Analytics, measurement

[External link](https://gordongeraghty.com/work/world-vision-australia)