A first-year campaign delivering +564% YoY paid search revenue growth.

BROAD REFORM was entrusted to audit and optimise Open Doors Australia's multi-channel digital ecosystem — to identify what was actually driving conversions and fix the performance bottlenecks. By connecting tracking pixels across GTM, Meta and Google Ad Manager, segmenting supporter database lists, building a full-funnel paid-media strategy and introducing hopeful, positive-impact calls to action, we transformed ODA's digital acquisition.

The result: Paid Search GA4 revenue grew +563.97% year-on-year (reaching $181.2K), Paid Social GA4 revenue jumped +749.42%, and Meta ad purchases grew +860.53% — while cost-per-acquisition fell 87.33%. Proof that technical tracking precision and compelling messaging drive extraordinary non-profit revenue growth.

Open Doors Australia needed a comprehensive evaluation of its digital ecosystem — to understand traffic drivers and eliminate budget inefficiencies:

• Limited attribution and tracking disconnects across Google Tag Manager, Meta Pixel and Google Ad Manager.
• Under-utilised audience data — existing supporters and new prospect lists left unsegmented across advertising platforms.
• Missing top-of-funnel structure on Google and Meta to feed mid- and bottom-funnel retargeting loops.
• A need to pivot creative CTAs toward positive impact and hopeful outcomes to build stronger audience buy-in.

Despite these hurdles, we were tasked with rebuilding the channel strategy from the ground up — acquiring new supporters efficiently while maximising existing audience lifetime value.