Lalafofofo worked with Google Ads to maximize conversions bidding strategy doubles the donations in 90 days.

Online revenue in 1 year
$ 0
Purchase transactions in 90 days
Online sales in 90 days
$ 0


Lalafofofo is a women-led, community-based social impact organization established in 2015. Headquartered in the United States but implementing its projects in Tanzania, Lalafofofo works with remote Maasai communities in Kilimanjaro Region. The organization runs three main programs that aim to improve access to education, promote community employment and provide education scholarship for girls to avoid child marriage., in collaboration with Last Mile, announces the launch of “Light up Tanzania for the Holidays,” a project to raise funds for the purchase of solar lanterns for distribution to communities living in the “bush” in the Kilimanjaro region of Tanzania.


The organization leverages Google Ads to drive new, first time supporters – both donors and ecommerce orders. Google Ad Grants is a proven top marketing channel for bringing in mission aligned visitors to the organization’s website.




We advised Lalafofofo to implement conversion value tracking for both donations and ecommerce sales which enables the organization to track their entire marketing funnel and social impact driven by Google Ads. For the top of the funnel, we tracked donation and ecommerce page views. For the middle of the funnel, we tracked email opt-ins and event based goals such as when a user clicks a button to start a volunteer registration. And for the bottom of the funnel, donation confirmations, ecommerce purchases and volunteer registrations are tracked. Conversion tracking and Analytics are imperative. Having a better understanding of Ad Grants and Google Analytics data has allowed us to improve, better target and allocate their marketing resources. The tracking is easy to set up and it is something all non-profits should be leveraging.
Conversion data and Analytics play an important role in ad optimization strategy. The data provides insights into the demographics, interests and behaviors of the organization’s supporters. This information helped us to refine ad text and targeting so that the organization can reach more of these types of users online. We look at Multi-Channel Funnel and Funnel Visualization reports in Google Analytics. It’s often the case that Google Ad Grants ads are the first interaction a user has with a nonprofit before visiting their website. After learning about the nonprofit’s mission, we can see that users will often bookmark the website and come back days later to either give, volunteer or take some kind of meaningful action.


In 1 year, Google Ads generated over $174,000 in online revenue for Lalafofofo. In just 3 months, the Google Ads drove 1,000 purchase transactions generating over $50,000 in ecommerce merchandise sales that directly fund the organization’s mission. Lastly, Magic Clickz implemented optimization strategies to capture the increase in Search traffic during Light Up Tanzania for Holiday Month, which generated over $10,500 in online store purchases and approximately $1,000 in donations through direct and assisted conversions. Driving additional traffic to the website during this critical month strengthened brand awareness and Lalafofofo was part of an active social conversation, .positioning them for strong long term success

$174,000 Online revenue in 1 year
1000 Purchase transactions in 90 days
$50,000 Online sales in 90 days



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With the help of Magic Clickz team, we were able to raise over $174,000 in online revenue in a year. This has had a huge impact on our work. We have seen a considerable hike in the number of registrations and donation volume, all thanks to Magic Cickz. With Google integration and Magic Clickz, we can better see the effectiveness of our marketing campaigns and have takeaways for the future.

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