Raising ROAS Over 1,000% With Human Rights Campaign

Bold Message. Smarter Impact.

The Human Rights Campaign looked to amplify visibility and donations during Pride Month. Together we drove 1,000%+ ROAS on Google and 703% on Meta with a mission-first, data-led strategy.

Human Rights Campaign (HRC), the leading organization fighting for LGBTQIA+ rights, has spent 40 years creating the most powerful movement for equality in the US. HRC’s goal is to ensure that all LGBTQIA+ people (with extra focus on those who are trans, people of color, and HIV+) are treated as full and equal citizens across our country and around the world.

We began working with the HRC in 2018 to optimize their online store, one of their leading avenues for raising money and awareness. What began as a conversion optimization project has grown into a multi-year trusted partnership.

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the challenge

Beyond visibility: full-funnel optimization

The Human Rights Campaign needed more than visibility—they needed a storefront that could convert. From analytics and SEO to paid media and UX, we were tasked with optimizing every lever to drive meaningful growth across platforms.

Optimize HRC’s online store to increase conversions.
Audit analytics, SEO, and UX for shop.hrc.org.
Manage and optimize paid media strategy.
Drive sales through Meta, TikTok, paid search, and Amazon.

Services

Search Engine Optimization
Paid Social
Paid Search
CRO

Our partnership has been very successful, improving our organic search and monthly revenue. Their team is skilled and confident in their work. They conducted a detailed audit in order to create and implement an effective strategy.

Brad Meyer, Senior Director Consumer Marketing, Human Rights Campaign

strategy

Analytic in place, media in motion

At kickoff, our team audited HRC’s analytics setup for shop.hrc.org, performed a search engine optimization (SEO) audit, and conducted user testing to understand how people visited and ultimately converted online.

Based on our findings and an understanding of their marketing team’s needs, we established a new analytics framework, tagging format, and reporting dashboard to better track campaign performance. In addition to analytics support, we also developed a paid media strategy and a digital advertising media plan and continue providing ongoing management of platforms including Facebook, Instagram, and Google Search.

Today, we continue to manage, optimize, and drive sales through Meta (Facebook and Instagram), TikTok, Amazon, and paid search, including Google Search. Note that all HRC’s creative is produced in-house by their talented team.

results

Results that turned into

Performance that built lasting trusta relationship

1,000%+

Google Search ROAS.

Proof that bold and calculated moves in PPC can yield big wins.

703%

Meta ROAS during Pride Month 2024.

Proof that bold and calculated moves in PPC can yield big wins.

On Facebook and Instagram, HRC’s holiday campaigns have experienced returns on ad spend (ROAS) as high as 703%. On Google Search, ROAS surpassed 1,000%!

The initial project became a multi-year partnership that continues to this day. We are honored to continue supporting HRC.

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