Google Ads Archives - Propellant Media

National Disease Control Government Entity Utilizes Geofencing Programmatic Video & Display To Drive Awareness

Propellant Media was engaged to support the State Partnerships Improving Nutrition & Equity (SPINE) Program, a CDC initiative designed to promote equitable and sustainable food and nutrition security. The campaign focused on increasing awareness about infant and toddler nutrition among Black mothers and caregivers, directing them to state-specific landing pages featuring CDC-vetted nutrition guidelines.

Strategy & Execution:

To maximize impact across five state health agencies, we implemented a multi-channel, data-driven marketing approach, ensuring message alignment with state priorities while customizing outreach for each market.

Media Planning & Implementation: Developed state-specific digital strategies that integrated programmatic display, social media, and addressable geofencing to reach Black mothers and caregivers.
Addressable Geofencing & Website Retargeting: Used geo-targeted digital ads to reach mothers in their homes and when they visited pediatric clinics, daycare centers, and community health organizations.
Facebook & Instagram Advertising: Created engaging social media ads featuring tested messaging such as “What to Feed Your Baby and When” and “Find Answers and Local Resources” to drive traffic to state landing pages.
Programmatic Display & Video Ads: Deployed targeted digital ads across premium websites, ensuring high visibility for campaign messages.
OTT & Connected TV (CTV) Advertising: Used Roku and StackAdapt platforms to serve video ads to audiences consuming streaming content.
Customized Messaging by Region: Tailored the creative execution for each state, integrating local branding and community partnerships.
Data-Driven Audience Optimization: Leveraged CDC-approved messaging, ensuring cultural relevance and credibility across all platforms.

Results & Campaign Impact:

The campaign successfully engaged Black mothers and caregivers, driving significant awareness and interaction across all five states.

12.2 million impressions served through Roku advertising, with a 0.32% average click-through rate (CTR) and a low $1.00 cost per click (CPC).
Over 5 million impressions served through StackAdapt, achieving a 0.15% CTR.
Facebook & Instagram ads generated 2.9 million impressions, driving 8,030 visits to state landing pages.
Geofencing efforts reached over 4,700 households per state, ensuring high-frequency ad delivery to the most relevant audience.
Engagement rates on programmatic video were 2x – 4x higher than industry benchmarks, demonstrating strong audience interest.
Website retargeting successfully re-engaged users, leading to higher conversion rates from initial ad interactions.

By utilizing a strategic mix of geofencing, social media, programmatic video, and OTT advertising, Propellant Media helped the CDC and state health agencies effectively increase awareness and engagement among Black mothers and caregivers. The campaign’s hyper-targeted approach, data-driven optimizations, and regional adaptations ensured maximum impact and improved audience reach.

Local Hospital System Utilize Omnichannel Advertising & Geofencing To Drive Disease Awareness

Propellant Media partnered with Children’s Healthcare of Atlanta to develop and execute a public health awareness and fundraising campaign aimed at increasing donations for sickle cell disease research. The campaign sought to engage the African American community, educate potential donors about the impact of sickle cell disease, and inspire contributions to support vital research and treatment efforts.

Strategy & Execution:

Our team implemented a data-driven, multi-channel digital marketing strategy to maximize reach, engagement, and conversion rates among the target audience.

Market Research & Message Testing: Conducted extensive audience research and A/B testing to refine messaging and ensure cultural relevance in outreach efforts.
YouTube Advertising: Developed compelling video ads featuring personal stories and impactful messaging, delivering them to highly targeted audiences based on demographics, interests, and behavioral data.
Meta (Facebook & Instagram) Ads: Created engaging social media campaigns using carousel ads, testimonials, and donor success stories to drive emotional connections and increase conversions.
Programmatic Display Advertising: Utilized advanced audience segmentation and geotargeting to place banner and video ads across premium websites frequented by the target demographic.
Geofencing & Retargeting: Implemented geofencing around hospitals, community centers, and health clinics to capture potential donors, while site retargeting re-engaged previous visitors who had shown interest but had not yet donated.
UDX Data Capture Technology: Deployed unique data capture tools to build a high-value donor outreach database for sustained engagement beyond the campaign.
Community Relations & Event Marketing: Aligned digital efforts with community-driven initiatives, including health fairs and donor appreciation events, amplifying offline interactions with digital reinforcement.

Results & Impact:

The campaign delivered exceptional engagement and fundraising results, surpassing previous efforts in both donor acquisition and engagement metrics.

1,500% increase in the outreach database, significantly expanding the pool of potential long-term donors.
12% increase in total donors compared to the previous year’s campaign, demonstrating a clear uplift in fundraising efforts.
Click-through rates (CTR) were 2x – 4x above the industry average, indicating strong message resonance and audience engagement.
Enhanced donor retention and re-engagement, as retargeting efforts ensured sustained interactions with individuals who showed prior interest.

By leveraging a strategic mix of digital channels, community engagement, and data-driven By leveraging a strategic mix of digital channels, community engagement, and data-driven optimization, Propellant Media successfully elevated awareness, engagement, and donor participation for CHOA’s sickle cell research initiatives. This campaign highlights the power of targeted storytelling, advanced audience segmentation, and multi-channel execution in driving impactful public health fundraising efforts.

Local Hospital Leverages Geofencing Marketing, Google & Meta For Successful Recruitment

We wanted to highlight a case study that was not higher education specific, but was relevant in the sense of running brand awareness and lead generation tactics through omnichannel media.

Craig Hospital is a large hospital system on the west coast looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s. They haven’t run Over The Top Connected TV Advertising or Geofencing Marketing in the past. Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts. We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For Nursing Recruitment Campaign

The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around competitor hospitals. We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching to another hospital system. We found additional ways to limit waste and prevent less ad serving to the patients.
Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and adding another layer of creative ads to the mix.
OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as CNA jobs near me, nursing jobs near me, RN jobs near me
Facebook/Instagram – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results Of The Geofencing Marketing Nursing Recruitment Campaign

Craig Hospital worked with Propellant Media for over a year. Below were the results during that time.

Below is the summary of actual results we produced for the Hospital System. The quote we received from the client was after implementation, their positions were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.

Conversions – 1,466 Application Landing Page Visits: healthcaresource.com

OTT Video Views – 229K

YouTube Video Views – 189K

$101,170.74 Spend

Average 94% Watch Rates For OTT/CTV

Local Hotel Casino Leverages Geofencing & Paid Search To Drive $75 Cost Per Leads

Golden Nugget, a client for 2 years standing, is a renowned casino and hotel in Nevada, sought to enhance its digital marketing efforts to attract a diverse clientele to its casino, hotel, and in-house restaurant, Rush Lounge. Initially expressing interest in geofencing marketing.

Opportunity For The Golden Nugget

Propellant Media was tasked with:

Increasing foot traffic to the casino and Rush Lounge.
Boosting hotel bookings to enhance occupancy rates and revenue.
Maximizing (ROAS) to ensure marketing investments yielded substantial returns.

Action Plan For Golden Nugget

To achieve these goals, Propellant Media implemented a robust omnichannel digital marketing strategy:

Google Ads Campaigns: Conducted extensive keyword research to identify terms related to casino gaming, luxury accommodations, and dining experiences, capturing potential customers actively searching for such tourist related inquiries.

Programmatic Advertising: Crafted engaging audio ads to reach audiences on podcast and audio based platforms, enhancing brand awareness and recall. Designed visually compelling display ads strategically placed across websites and apps to capture attention and drive traffic.

Geofencing Marketing: Implemented geofencing tactics to define specific geographic boundaries, such as nearby tourist attractions and competitor hotel and food locations, to deliver tailored ads to potential customers within these zones, enticing them to visit Golden Nugget.
Site Retargeting: Developed retargeting campaigns to re-engage previous website visitors with customized ads, encouraging them to return and complete bookings or visit the casino and Rush Lounge.

Impact On The Golden Nugget

The implementation of this comprehensive digital marketing strategy yielded significant outcomes:

Programmatic Campaigns: Achieved an average cost of $35 per walk-in visitor, indicating efficient use of the advertising budget to drive foot traffic.

Google Ads: Realized an average cost of $86 per hotel booking.
With an average booking value of $700 – $800, this translated to a Return on Ad Spend (ROAS) of 8.14, demonstrating a highly profitable campaign.

The travel and hospitality industry isn’t what it used to be—and that’s a good thing. The days of traditional travel agents and printed brochures are fading into vacation nostalgia. In their place is a new wave of digital marketing strategies…

Performance Metric	Result
Monthly Revenue Growth	+50% Month-over-Month
Google Ads Conversion Rate	+91% Increase
Google Ads Cost Per Lead	-12% Reduction
Lead Quality on Meta	Significant Improvement via Enhanced Forms
Microsoft Ads Contribution	Early indicators show performance mirroring Google ROI

Performance Metric

Result

Monthly Revenue Growth

+50% Month-over-Month

Google Ads Conversion Rate

+91% Increase

Google Ads Cost Per Lead

-12% Reduction

Lead Quality on Meta

Significant Improvement via Enhanced Forms

Microsoft Ads Contribution

Early indicators show performance mirroring Google ROI

TitanX, a B2B software firm specializing in sales acceleration technologies such as AI-driven cold calling, power dialers, and CRM integrations, had built its foundation through aggressive outbound sales. The CEO—an accomplished leader with deep expertise in outbound—recognized a pivotal inflection point: outbound alone could no longer sustain the brand’s growth ambitions.

TitanX needed to build pipeline more predictably, diversify its acquisition strategy, and evolve with buyer behavior. The next strategic move was clear—launch a modern, performance-driven inbound marketing engine.

What Propellant Media Was Tasked With

Propellant Media was engaged to architect and implement TitanX.IO’s first-ever inbound marketing plan. Our mandate was comprehensive:

Develop a digital media strategy to capture high-intent prospects.
Craft messaging that resonated with decision-makers across sales organizations.
Build a multi-channel digital ecosystem optimized for conversions.
Reduce the company’s reliance on outbound channels while maintaining lead quality and volume.

The Media Plan We Developed & Executed

We executed a full-funnel inbound strategy with meticulous attention to message-market fit, audience segmentation, and media allocation. Here’s how we tackled the challenge:

Keyword & Intent Strategy

We conducted deep keyword research focused on high-commercial-intent terms relevant to TitanX’s offerings and audience, including:

AI Cold Calling Software
CRM Solutions for B2B Sales
Sales Power Dialer
Sales Enablement Tools for Tech Companies
Cold Outreach Automation

Audience & Persona Development

We zeroed in on core buying personas, particularly VPs of Sales, Revenue Operations Leaders, and Directors of Business Development at mid-market to enterprise SaaS companies. Using TitanX’s existing customer base, we developed lookalike audiences and refined targeting layers by industry vertical, company size, and job title.

Media Channel Activation

We launched a multi-platform campaign stack to maximize reach and capture demand at each stage of the funnel:

Google Ads (Search & Display) for high-intent capture.
Meta (Facebook/Instagram) to retarget and educate stakeholders within the buying committee.
LinkedIn Ads targeting decision-makers based on role, industry, and company size.
YouTube Ads to build awareness and engagement with visual storytelling.
Site Retargeting to re-engage warm traffic and improve conversion rates.

4. Creative & Conversion Consulting

Propellant Media collaborated with TitanX to enhance ad messaging and landing page UX. Our goal was to ensure conversion paths aligned with user intent. We introduced social proof, simplified lead capture forms, and clarified value propositions across critical landing pages.

Results Of The Campaign

The impact was immediate and measurable—TitanX.IO’s pivot to inbound became a force multiplier for their sales engine.

These results validated the strategic shift from a purely outbound model to a scalable inbound + outbound hybrid. Notably, two opportunities generated from our campaigns entered late-stage negotiations with projected multiple six-figure annual recurring revenue (ARR) implications—underscoring the quality of leads and the strength of our full-funnel strategy.

TitanX.IO’s journey underscores a powerful evolution: from an outbound-driven mindset to a hybrid growth model driven by inbound precision. Through Propellant Media’s performance marketing strategy, TitanX not only scaled lead generation but also unlocked high-value opportunities that aligned with long-term revenue objectives.

This case exemplifies how SaaS brands rooted in outbound can effectively transition to inbound with the right strategy, partners, and execution.

The Challenge For A National Brand Expanding Awareness

USA Water Polo, despite being a nationally recognized sport is not as recognized for recreational purposes. Many kids and teenagers enjoying the sport of competitive swimming, but water polo as a sport pales in comparison other sports more recognized by Olympics and other national sports committees.

USA Water Polo knew they had a task on their hands with limited budget to achieve 3 things:

Reach youngsters who already have a passion for swimming to learn more about water polo
Get people to join the organization and even give back to the non profit
Get more eye balls watching water polo events throughout the county

After hearing about geofencing marketing and knowing they were not getting enough out of the Google Grant, the director of marketing wanted to deploy more sophisticated strategies to grow the brand We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For USA Water Polo Campaign

The team at Propellant Media developed a comprehensive strategy of geofencing (YMCA’s and other locations people frequent for swimming), site retargeting, google ads (grant), pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around YMCA’s. We did do this across the enter USA, but instead key cities that they truly wanted to raise their profile in including Texas and Florida.
Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 4 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- water polo
- polo olympics
- water polo membership
- open pools near me
- public pools near me
Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager. This campaign improved the overall effectiveness of the existing geofencing marketing campaign.

Results Of Geofencing & Google Ads Grant For

Below is the summary of actual results we produced for USA Water Polo. They continued to get more eyeballs reaching their target audience, but more importantly we achieved macro conversion metrics desired by the organization including:

Conversions – Over 400 people who expressed an interest in joining the organization
Over 22 people who chose to give back to the organization
Over 3,000 clicks solely from the Meta campaign.

USA Water Polo continues to be a client with Propellant Media.

The Challenge For Medical Marketing Recruitment

A large hospital system on the west coast was looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s. They haven’t ran Over The Top Connected TV Advertising or Geofencing Marketing in the past. Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

Marketing Mix For Nursing Recruitment Campaign

Geofencing Marketing – Our team built geo-fences around competitor hospitals. We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching to another hospital system. We found additional ways to limit waste and prevent less ad serving to the patients.
Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- cna jobs near me
- nursing jobs near me
- RN jobs near me
Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results Of The Geofencing Marketing Nursing Recruitment Campaign

This Hospital System in Denver, CO worked with Propellant Media for over a year. Below were the results during that time.

Below is the summary of actual results we produced for the Hospital System. The quote we received from the client was after implementation, their position were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.

Conversions – 1,466 Application Landing Page Visits: healthcaresource.com

OTT Video Views – 229K

YouTube Video Views – 189K

$101,170.74 Spend

Key Digital Channel Insight

Average Cost Per Conversion (Facebook/IG) – $33

Acreage Cost Per Conversion (Google Ads) – $173 (post conversion tracking). Pre conversion tracking ($120).

Despite not tracking conversions via Google, we drove many conversions for CNA Jobs.

Top Google Ads keywords include (cna jobs near me, cna jobs, cna jobs denver, lpn jobs near me, cna hiring near me

Programmatic Audio & OTT/CTV turned off in October/November due to talent. Branding opportunities we took advantage of.

15 Second Ads performed well on YouTube & OTT/CTV. Continued through the remainder of the campaign.

Average 94% Watch Rates For OTT/CTV

Marketing Mix For Nursing Recruitment Campaign

Results Of The Geofencing Marketing Nursing Recruitment Campaign

What Propellant Media Was Tasked With

The Media Plan We Implemented

Results Of The Campaign

Conclusion + Our Ongoing Partnership

What Propellant Media Was Tasked With

The Media Plan We Developed & Executed

Results Of The Campaign

The Challenge For A National Brand Expanding Awareness

Marketing Mix For USA Water Polo Campaign

Results Of Geofencing & Google Ads Grant For

The Challenge For Medical Marketing Recruitment

Marketing Mix For Nursing Recruitment Campaign

Results Of The Geofencing Marketing Nursing Recruitment Campaign

Challenge Raising Awareness To A Brand New Center

Strategy & Tactical Execution

What We Achieved With The Center