Success Story
Bull Moose Marketing partnered with Pennsylvania Great Lakes Region (PAGLR) to maximize a Google Ads Nonprofit Grant during the COVID-19 pandemic. The campaign successfully built trust among county DMOs, adapted to pandemic restrictions, and positioned the four-county region as a competitive year-round destination despite competition from larger surrounding markets.
Need
Pennsylvania Great Lakes Region navigated significant challenges when COVID-19 impacted tourism. The four-county nonprofit had secured a $10,000 monthly Google Ads grant but needed specialized expertise to leverage it effectively. The grant required strict performance metrics: $2 or less cost-per-click and 5%+ clickthrough rates. County DMOs naturally sought assurance before entrusting their marketing to an external partner during uncertain times. The region also competed for tourism dollars against larger markets like Pittsburgh, Buffalo, and Cleveland while working to improve website performance and adapting to evolving travel regulations. PAGLR sought a strategic partner who could build trust, deliver measurable results, and showcase the region’s value as an accessible, budget-friendly destination.
Approach
Bull Moose Marketing established trust through transparency, translating complex analytics into clear, actionable insights for all stakeholders. The team developed complementary quarterly ad campaigns for each county plus an overarching regional campaign highlighting season-specific attractions. Each campaign featured two ad sets: cultural attractions for heritage tourists and outdoor amenities for nature enthusiasts and families. The campaigns thoughtfully addressed pandemic considerations by emphasizing outdoor spaces, beaches, campgrounds, and budget-friendly getaways. Performance data guided continuous optimization—amplifying successful searches like summer Presque Isle inquiries while refining underperforming areas. The team maintained agility, adjusting quickly to changing travel regulations.
Outcome
From fall 2020 to fall 2021, the campaign significantly improved PAGLR’s performance. Ad spend utilization increased from 18% to 82%, impressions grew from 21,000 to over 200,000, and the campaigns generated 323 trip bookings. The general campaign achieved a 9.56% clickthrough rate—double the industry average—with clicks increasing 902%. Individual counties saw substantial improvements: Crawford County’s clicks increased 4,800%, Erie County maintained a 7.54% clickthrough rate, and Mercer County impressions grew 219%. Beyond the metrics, the partnership strengthened relationships among participating DMOs.
“The best part for me about the Google Ad experience, through Bull Moose Marketing’s efforts, was seeing the spend go from leaving money on the table when no one was performing overly well to maximizing our ad (free) dollars. Not only did the spend finally hit the anticipated mark, but BMM sent great reporting to show all of us where we did well, how we can improve, and where opportunities are. It was above and beyond sending lame statistics; it was a personal touch to always wanting us to improve. I could feel the level of care that went into each reporting.”
Victoria Soff
Executive Director, Crawford County Convention and Visitors Bureau
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