Paid Ads for Fundraising
ABOUT
Driving High-Impact Fundraising Growth Through Performance Marketing, Conversion Optimization & Data-Driven Campaigns
Wayside Cross Ministries partnered with Webtage to strengthen digital fundraising performance, increase donations, promote thrift store initiatives, and drive registrations for ministry events through a scalable, data-driven performance marketing strategy.
Webtage developed and managed a comprehensive multi-channel advertising strategy designed to maximize reach, improve conversion efficiency, and increase return on ad spend across both donation and awareness campaigns.
Results? Through a combination of advanced performance marketing, emotionally-driven creative strategy, and conversion-focused optimization, Webtage helped Wayside Cross Ministries build a scalable fundraising engine capable of driving meaningful donor engagement, efficient acquisition costs, and sustained digital fundraising growth.
- 15x Return on Ad Spend (ROAS)
- $250,000 in donation value generated
- 2,543 total donations
- 8% conversion rate
- 70,000+ website visits driven through Google Performance Max campaigns
- 2 million users reached through Google Publisher inventory
- 3.5% click-through rate (CTR)
- Cost per acquisition as low as $2.44
15x
Return on Ad Spend (ROAS)
Paid Performance Max Campaigns drove 15x ROAS.
$250,000
raised in seasonal fundraising
Seasonal campaigns on Google Search, Meta & Mobile apps (geofencing) helped raise $250K in fundraising.
2M Users
reached through Google publisher inventory
2 million users reached through search, discovery, display, email, and YouTube
Performance Advertising Campaigns
Webtage executed a full-funnel paid media strategy across:
- Google Ads
- Google Performance Max Campaigns
- Meta Ads
- Geofenced advertising campaigns
Campaigns were strategically designed to balance awareness, engagement, and direct-response fundraising goals while maximizing media efficiency and donor acquisition opportunities.
PHASE I
Audience Targeting & Creative Strategy
To strengthen emotional engagement and improve conversion performance, Webtage developed highly targeted audience campaigns supported by a large-scale creative strategy that included:
- 100+ custom graphics and video assets
- Emotionally-driven donor storytelling
- Cause-focused messaging and creative testing
- Audience segmentation and remarketing strategies
PHASE II
Technical Optimization & Conversion Infrastructure
Webtage implemented advanced marketing analytics and optimization systems designed to improve attribution accuracy and campaign efficiency, including:
- Server-side tagging implementation
- Conversion rate optimization (CRO)
- Optimized donation and landing page experiences
- Bid strategy optimization and audience refinement
- Performance-focused landing page copy and UX enhancements
- Improved conversion tracking and attribution accuracy
PHASE III
Facebook Conversion API (CAPI) Setup
We finally set up tags, triggers and variable for Facebook CAPI to track relevant events on the website. We then made sure CAPI stream met the quality criteria for the events with minimum score of 5. We removed all reference to the pixels once Facebook CAPI was setup.
HORIZONTAL CAPABILITIES
Performance Marketing
Google Search & PMax Ads
Meta Ads
Geofenced GroundTruth Ads
Landing Page Optimization
Conversion Rate Optimization
Attribution & Analytics
