Health & Wellness · Case Study

Google Ads Audit & Optimization for EverLoved

How HeyLead restructured a Google Ads account in a sensitive, trust-driven category to drive a 125%+ conversion spike and positive paid search ROI.

open_in_new Visit everloved.com
↑ 125%
Conversion spike
week-over-week
+ROI
Revenue exceeded
ad spend
↓ Waste
Hundreds of irrelevant
keywords removed
↑ Strong
Organic momentum
confirmed by CEO
Client
EverLoved
CEO: Alison Johnston
Industry
Online Memorials
Funeral fundraising
Market
United States
National reach
Engagement
Google Ads
Audit & optimization
Business Overview

A purpose-built platform for life's most emotional moments

EverLoved is a US-based digital memorial and funeral fundraising platform designed to help families navigate one of life's most emotionally challenging moments with dignity, clarity, and support.

The platform allows individuals to create online memorial pages, share stories and memories, and collect donations to help cover funeral costs, memorial expenses, or other end-of-life–related needs. Unlike general-purpose crowdfunding platforms, EverLoved is purpose-built for memorials and bereavement support — prioritizing trust, transparency, and simplicity.

Operating in a highly sensitive and trust-driven category, EverLoved serves users who often arrive with urgent needs and strong emotional context. Marketing performance depends heavily on intent accuracy, message relevance, and ethical ad delivery.

What Users Search For
  • favorite
    Memorial donation platforms
  • volunteer_activism
    Funeral fundraising solutions
  • support
    End-of-life financial assistance
  • compare_arrows
    Alternatives to mainstream crowdfunding
In this environment, even small inefficiencies in keyword targeting or campaign structure can lead to wasted spend and poor user experience.
The Challenge

Performance gaps despite consistent ad investment

block

Irrelevant & Low-Intent Traffic

A meaningful portion of spend was being driven by unrelated or low-intent search queries due to overly broad keyword matching — including searches for physical funeral products, DIY tools, and services unrelated to EverLoved's digital platform.

tune

Limited Control Over User Intent

A simplified account structure grouped multiple types of search intent into a single campaign, making it difficult to optimize bidding, control budgets, and analyze performance accurately.

search_off

Missed Competitive Search Demand

High-intent users actively comparing EverLoved with alternative platforms were not being systematically targeted, resulting in missed acquisition opportunities at critical decision-making moments.

campaign

Conversion Messaging Gaps

Key differentiators — most notably EverLoved's transparent fee structure — were not consistently reinforced between ads and on-site messaging, reducing conversion efficiency.

Our Strategy

Precision, relevance, and scalability

HeyLead implemented a structured Google Ads optimization strategy ensuring the account could support long-term growth while maintaining brand trust in a sensitive market.

01

Keyword & Match Type Optimization

  • check_circle Reduced reliance on Broad match keywords
  • check_circle Shifted core terms to Phrase, Exact, and controlled matching
  • check_circle Eliminated irrelevant and non-digital search themes
02

Keyword Cleanup & Account Quality

  • check_circle Removed hundreds of poor-performing or overlapping keywords
  • check_circle Eliminated product-based and offline service queries
  • check_circle Improved keyword relevance and Quality Score potential
03

Campaign Restructuring by Intent

  • check_circle Memorial Donations & Funds campaign
  • check_circle Financial Assistance & Support campaign
  • check_circle Funeral-Related Assistance campaign
04

Competitor Search Strategy

  • check_circle Captured users comparing EverLoved vs GoFundMe
  • check_circle Targeted GatheringUs and YourTribute comparisons
  • check_circle Compliant campaigns for high-intent comparison-stage users
05

Conversion Rate Optimization

  • check_circle Strengthened ad-to-landing-page message alignment
  • check_circle Led with EverLoved's strongest differentiator:
  • check_circle "Collect memorial donations — No Service Fee"
06

Tracking & Measurement

  • check_circle GTM implementation guidance and code snippets
  • check_circle Custom conversion events incl. phone call tracking
  • check_circle Reliable performance data for ongoing optimization
Results & Impact

Measurable results across paid and organic

↑ 125%
Conversion Spike

Paid channels experienced a week-over-week conversion spike demonstrating improved intent targeting, campaign structure, and messaging alignment.

Positive
Paid Search ROI

Paid search campaigns generated more revenue than ad spend during a key reporting period — confirming the account was operating profitably post-restructuring.

↑ Strong
Organic Momentum

EverLoved's leadership reported strong positive momentum on the organic front, indicating improved overall search visibility and brand presence.

Strategic & Long-Term Wins

check
Cleaner, more scalable Google Ads architecture
check
Reduced wasted spend from irrelevant traffic
check
Improved readiness for automated bidding strategies
check
Stronger alignment between marketing, messaging, and user trust
check
A foundation built for sustainable growth across paid and organic channels
check
Ads consistently shown to the right users, at the right moment, with empathy-led messaging
Services Provided

What we delivered for EverLoved

  • search
    Google Ads Account Audit
  • key
    Keyword Research & Cleanup
  • tune
    Match Type Optimization
  • account_tree
    Campaign & Ad Group Restructuring
  • compare_arrows
    Competitor Search Strategy
  • conversion_path
    Conversion Rate Optimization Recommendations
  • analytics
    Analytics & Tracking Enablement (GTM)
star star star star star
format_quote

Most importantly, EverLoved's ads were consistently shown to the right users, at the right moment, with messaging aligned to empathy, transparency, and trust.

person

Alison Johnston

CEO, EverLoved

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