Case Study

International Myeloma Foundation Reaches 100% Monthly ROI by Transitioning Away From Google Ad Grants

The International Myeloma Foundation (IMF) is non-profit organization that’s dedicated to improving the quality of life of myeloma patients while working toward prevention and a cure. It has more than 525,000 members in 140 countries worldwide.


  • Increasing Google Grants restrictions. The client’s reliance on Google Grants for its advertising was becoming increasingly problematic as the Grants program became increasingly restrictive. As a result, it struggled to get exposure in a market crowded by pharmaceutical advertisers and large cancer organizations.
  • Little experience with paid advertising. The client hadn’t conducted paid advertising before and was hesitant to try it.


  • Implement a standard Google Ads account to creatively generate more donation revenue without having to rely on the Google Grants program.
  • Launch a Microsoft Advertising program to capitalize on opportunities outside of the Google network.


  • New revenue streams achieve 100 percent ROI every month from both Google Ads and Microsoft Ads.
  • Positive donation revenue generated outside of the Google Grants program through testing and client collaboration.
  • Additional brand awareness and exposure that doesn’t rely on Google Grants.

Couldn’t be happier with the results.

“I’ve worked with a variety of PPC/search companies over the years, and Pauline and her team, continue to be outstanding. We are in a very difficult position bidding against some of the larger cancer organizations out there, and Pauline and co continually find great ways to compete without breaking the bank.

We’ve been working with Group Twenty Seven for about four years, and I couldn’t be happier with the results. We meet with their team on a weekly basis and review status and performance. They are very responsive to our needs and always think outside of the box, as you know it’s an ever-changing field.”

—Peter Anton, VP of Marketing, International Myeloma Foundation