Client Overview

Habitat for Humanity is a nonprofit dedicated to building affordable homes and supporting communities through homeownership programs. A Habitat for Humanity ReStore sells donated building materials, furniture, appliances, and more to fund these local efforts. Austin Habitat for Humanity is one of the largest affiliates in the U.S. with multiple ReStore locations and sought to increase donations and sales by optimizing their online presence.

Challenges

• Low visibility in organic search results for relevant product and donation-related queries.

• Limited traffic to high-value pages, such as product donation and product sales pages.

• Meeting donation and sales targets across multiple locations.

Goals

• Increase website traffic from both organic and paid sources.

• Drive user engagement with key conversion pages.

• Help ReStore locations meet or exceed donation and sales objectives.

Solutions Implemented

Website Content Optimization:

• Created new, SEO-optimized pages for their most search product categories: used appliances, furniture, tile, lumber…

• Developed targeted pages for donors looking to contribute items like appliances and furniture.

• Enhanced pages focused on recruiting and engaging volunteers.

Google Ad Grant Campaigns

Launched comprehensive campaigns targeting keyword categories for:

• Used items (e.g., "used furniture near me").

• Donation-related terms (e.g., "where to donate appliances").

• Volunteer opportunities and second-hand store searches.

Paid Advertising:

• Supplemented free Google Ad Grants with paid campaigns targeting profitable donation and product-related keywords.

User-Focused Navigation:

Improved call-to-action links encouraging:

• Visits to the Find a ReStore Location page.

• Use of the Schedule a Donation Pickup.

Results

Improved Organic Search Rankings:

• Optimized landing pages outperformed local competitors for high-value search terms, driving substantial increases in organic search traffic.

High Performance from Google Ad Grants:

• Significant website traffic generated through targeted ad campaigns.

• Ad Grant traffic achieved more goal completions than nearly all other traffic sources.

Local Success Stories:

• Most ReStore locations with ad traffic consistently met or surpassed their donation and sales targets.

In partnership with Mighty Citizen

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