InnerScience Research Fund
Case Study:
Fundamentals > Fancy
How Simple, Smart Strategies Drove InnerScience's Global Event
1. Introduction:
Client Overview:
InnerScience is a nonprofit organization closely associated with Dr. Joe Dispenza, a renowned figure in the fields of meditation and neuroscience. With a global following, InnerScience is dedicated to exploring the benefits of meditation for health and well-being. For their 3-day online event featuring Dr. Joe’s film SOURCE: It’s Within You, they needed a targeted marketing strategy to engage their passionate audience and drive sign-ups.
Project Overview:
I first got InnerScience approved for the Google Ad Grant for nonprofits and set up their Google Ads account.
From there, I took the lead in writing, running, and managing their ad campaigns.
My approach was rooted in simplicity—InnerScience had an audience that was already excited and engaged. Like a director working with talented actors, my job was to do the fundamentals then “get out of the way.”
By sticking to marketing fundamentals—targeted ads, optimized messaging, and a clear call to action—the campaign contributed significantly to 93,000 total sign-ups across platforms.
2. Objectives:
Get InnerScience approved for the Google Ad Grant and set up their Google Ads account.
Increase sign-ups for the 3-day event by maximizing Google Ads performance.
Achieve high conversion rates with a cost-effective approach, ensuring strong ROI.
Leverage the strength of InnerScience’s content and audience engagement by guiding users to take action with clear, compelling messaging.
3. Strategy:
Google Ad Grant Setup: After securing the Google Ad Grant for InnerScience, I set up their account to fully leverage the $10,000 monthly ad spend available to nonprofits. This provided a strong foundation to drive traffic.
Stick to the Fundamentals: My role was not to overcomplicate things but to stay focused on proven strategies—targeted ad groups, strong CTAs, and optimized ad spend. The audience’s natural engagement with Dr. Joe’s content did the rest.
Compelling but Simple Copy: To maximize engagement, we used boiled-down copy like "Watch New Dr. Joe Film for Free." While this was reductive—since SOURCE: It’s Within You isn’t technically a “Dr. Joe film” but heavily features his students' experiences and results—it was essential to prioritize clarity and urgency in the ads. This approach provided a clear, compelling reason to sign up without unnecessary complexity.
Real-Time Optimization: Using A/B testing, I continuously refined the copy and targeting to ensure the best results. By sticking to what worked, we maximized the ad spend without trying to reinvent the wheel.
4. Results:
Impressions and Clicks: The campaign generated 14,700 impressions and 2,750 clicks, with an impressive Click-Through Rate (CTR) of 18.74%, far exceeding industry averages.
Conversion Rate: The ads achieved a Conversion Rate of 112.28%, indicating multiple conversions per click—a clear sign that the audience was highly engaged.
Cost Efficiency: With an average Cost Per Click (CPC) of $1.74 and a Cost Per Conversion of $1.55, the campaign proved extremely cost-effective, with a total spend of $4,790.
Top Performing Ads: Some ads reached a CTR of 25.26%, demonstrating the effectiveness of the targeted messaging and simplicity in the approach.
5. Key Takeaways:
Simplicity Wins: By sticking to the fundamentals and letting the strength of the content and audience engagement shine, we were able to achieve exceptional results without overcomplicating the strategy.
Efficient ROI: The low Cost Per Conversion of $1.55 and high CTR of 18.74% highlight the power of focused, data-driven strategies that maximize efficiency.
Audience First: The campaign’s success was rooted in understanding and guiding an already passionate audience, showing that sometimes the best strategy is simply providing clear direction.
6. Conclusion:
This Google Ads campaign for InnerScience demonstrated that simple, smart strategies can outperform overcomplicated approaches when the fundamentals are strong.
By letting the audience’s passion for Dr. Joe’s content guide the process, the campaign achieved results well above industry standards.
With a focus on efficiency and clarity, InnerScience’s event garnered 93,000 total sign-ups across platforms, solidifying the effectiveness of a fundamentals-first approach.
