TCF | Smarter Campaigns.
A leading NGO in Pakistan with a powerful mission but an ad account full of leaks. We restructured, refocused, and rebuilt their campaigns to deliver impact where it matters: conversions, donations, and ROI.
The Citizens Foundation
The Problem
Scattered ad groups, untargeted keywords, and no clear donor journey meant wasted spend and zero insight. Decision-makers couldn’t act on the data or trust it.
Our Approach
We tore down and rebuilt campaigns around donor intent. Tracked every conversion, cleaned keyword noise, and mapped user paths that made donating frictionless.
The Result
In 30 days: 4.35% conversion rate, CPC cut by 30%, and $69,000 raised. Fewer wasted clicks. More children in school. A campaign that finally worked.
The Challenge
TCF, a leading NGO working to expand education access in South Asia, was running performance campaigns through a generous $30,000/month Google Grant.
But their campaigns were leaking potential: scattered targeting, unclear KPIs, and no real donation funnel.
Reporting was muddy. Conversions were low.
And decision-makers didn’t trust the data.
What We Did
We rebuilt the account from the ground up, starting with a complete reorganization of campaigns and ad groups to better align with donor intent.
Our keyword strategy was overhauled to focus only on high-impact, relevant queries cutting out the noise and doubling down on what mattered.
We set up accurate donation tracking, defined clear KPIs, and mapped out the full user journey from ad click to thank-you page.
The result was a purpose-built funnel that made it easy for donors to say “yes” and easy for decision-makers to finally trust their data.
The Impact (30 Days Later)
Within just 30 days, the changes delivered powerful results.
Conversion rate jumped to 4.35%, while the average cost-per-click dropped by 30%.
We reduced ad spend from $20,000 to just $7,300 while generating 84 new donations.
Most importantly, revenue surged from $32 to over $69,000, proving that the right data strategy doesn’t just save money, it drives meaningful impact.
Marketing Stack
Trusted by founders & specialists across the globe
Working with Arif has been an exceptional experience. His deep expertise in web analytics, GA4, and tag management is evident in every aspect of the project. He provided clear and actionable insights that significantly improved our tracking accuracy. What truly stood out was his ability to quickly identify and resolve tracking issues with remarkable efficiency. Communication was seamless — timely updates were always provided, keeping the project on track. Thanks to his support, we've seen a noticeable improvement in data accuracy, which is now helping us make more informed business decisions.
Arif has set up website analytics and conversion tracking for more than 20 of our client websites. His work is consistently top-notch, and his breadth of measurement strategy, paired with his deep knowledge of technical implementation for Google Analytics and Google Tag Manager, is exceptional. Arif’s unique ability to combine strategy with execution ensures that every data point is accurately tracked and meaningful.
Arif has been instrumental in enhancing our analytics capabilities. His expertise in troubleshooting was evident, and his initiative to create custom segments allowed for precise tracking of our experimental results in Google Analytics. Moreover, his skillful creation of a comprehensive Looker Studio report now enables us to effortlessly monitor our affiliate and AdSense revenue across various pages. Arif's contributions have undoubtedly elevated our data analysis processes.
Excellent support for a last minute urgent task! Was able to complete everything required. Amazing communication and skills! Thank you Arif!
Arif was excellent to work with. He has a thorough command of modern analytics for web and mobile applications. In particular Mixpanel and Google Tag Manager. He was totally professional with great communication skills and very well spoken English.
Arif is a key performer in providing Google Ads strategy and execution. I rely on Arif to develop metrics, implement tracking and manage Google ad campaigns cost-effectively. Arif is a clear communicator and generous collaborator who makes it easy to stay informed: he presents his data/findings in live reporting dashboards in Google Data Studio, and is always accessible by email, chat and video call. I highly recommend Arif Ahmed to any organization needing an expert in Google Ads who is also a joy to work with.
Arif is a very professional and responsive person to work with, that knows his way with Analytics and other Google products.
Arif has been thorough and accurate in his work as well as being highly responsive and willing to support. I would not hesitate to work with Arif again or to recommend his work in tagging and analytics set-up.
Arif was great to work with. He was incredibly knowledgeable and did a great job helping us setup analytics tracking within our product. I would certainly work with Arif again.
Arif Ahmed has been a great aset for our business. He has brought in depth knowledge and ability to implement our tracking of the behaviour of our members. It is and will be of great, great, value. Other than being very effective, Arif keeps his deadlines, and is a good communicator who understands how to keep juggling all the tasks towards the planned goal. We will keep working with Arif for long as things look now.
