Precision Performance Max and multi-channel execution scaled donor revenue to $536.6K in GA4-tracked revenue and grew traffic +120.83% — at a $0.64 cost per click, in a softening market.
Broad Reform was entrusted to manage and optimise IJM Australia's EOFY FY26 digital strategy during the critical May–June tax-giving window. Facing broader fundraising headwinds across the Australian charity sector, we executed a multi-channel performance strategy centred on high-intent Performance Max search, targeted Meta advertising and custom EOFY offering tracks.
The result: total GA4-tracked revenue reached $536,595 (+14.78% YoY) while website sessions surged +120.83% to 24,004. Google Ads delivered a 48.80× ROAS — $170,410 in conversion value on just $3,492 of spend — paired with a 3.43× Meta ROAS (well above the 2.19 industry benchmark) and over $264K from dedicated EOFY offerings, dramatically expanding donor reach while maintaining donor quality.
IJM Australia's EOFY appeal faced significant macro challenges across the non-profit fundraising environment:
Broad Reform was tasked with refining targeting to focus on high-value donors — reducing wasted spend while maximising total campaign yield.
A dynamic three-pillar execution strategy to capture high-value donor intent and scale acquisition efficiency.
Launched the hero PMax campaign, integrating branded search terms and structured assets to capture high-intent donor queries across Google networks.
The impactAchieved a 48.80× Google Ads ROAS, with the hero campaign generating $151,676 from 121 conversions at an $8.27 cost per conversion — and a 2,697% revenue jump in GA4's cross-network channel ($146K+).
Structured Meta campaigns balancing evergreen ad sets with specific EOFY appeal creative and custom tracking offerings.
The impactDelivered a 3.43× ROAS (beating the 2.19 national benchmark), scaled Meta donor purchases +30.23%, and drove 288 custom-item purchases worth over $264,000.
Streamlined delivery by eliminating non-converting impressions and concentrating budget on top-performing search signals.
The impactCut wasted Google Ads impressions 88.75% with only a 1.96% drop in clicks — holding a $0.64 CPC against a $1.50–$1.80 AU market average.
Precision Performance Max execution, custom offering architecture and efficient cost management produced outsized returns across both the native platforms and GA4 analytics.
| Key performance indicator | Result | YoY / benchmark |
|---|---|---|
| Google Ads account ROAS | 48.80× | $170.4K on $3.49K spend |
| Google Ads conversion value | $170,410 | ↑ 75,925% |
| Hero PMax campaign revenue | $151,676 | $8.27 cost / conv. |
| Google Ads average CPC | $0.64 | vs $1.50–$1.80 AU avg. |
| Meta campaign ROAS | 3.43× | vs 2.19 AU blended avg. |
| Total GA4 tracked revenue | $536,595 | ↑ 14.78% |
| Total GA4 website sessions | 24,004 | ↑ 120.83% |
| Total donations (purchases) | 632 | ↑ 7.30% |
| Custom EOFY items revenue | $264,000+ | 288 purchases |
By focusing on high-intent Performance Max execution, custom offering architecture and efficient cost management, Broad Reform turned IJM Australia's EOFY FY26 appeal into a standout result — a 48.80× Google Ads ROAS and 3.43× Meta ROAS in a tough economic climate — scaling donor acquisition while cultivating high-value relationships.
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