Where they started
- The Ad Grant had spent a few hundred dollars a month at best, then gone quiet.
- The website ran on a page builder the team wanted to leave, with no way to capture or follow up on families.
- No CRM: every inquiry lived in someone's phone or inbox.
What we built
- Jun 2026Onboarding
Nonprofit documentation collected, business texting registered, intake mapped with both co-founders.
- Jul 2026New website
Services, who qualifies, Medicaid basics, a free family guide, FAQs, chat, and call buttons on every page.
- Jul 2026Intake pipeline
Every inquiry lands in one pipeline with auto-replies, and calls route to both principals.
- Jul 2026Ad Grant relaunch
Grant campaigns rebuilt and ramped month over month toward the full allowance.
What changed
- Grant spend went up more than tenfold in three months, still with room to grow toward the $10K cap.
- Families now download the guide, book callbacks or chat instead of calling a cell phone and hoping.
What's next
Finish conversion tracking so the grant optimizes for real inquiries, then push toward the full $10K a month.
Sources: Google Ads and CRM data, Jul to Oct 2026. Cost per lead is not reported until conversion tracking is finalized.
