We Wrote Ads Like Locals — and Locals Noticed
In May, we shared how our hyper-local targeting transformed a new nonprofit initiative into one of the most effective campaigns we've ever executed. It was a fantastic success: remarkably low costs, record-high engagement, and an exciting proof of concept.
But as we celebrated, subtle signs emerged that not everything was clicking perfectly.
At EFM, we're fundamentally opposed to the 'set it and forget it' mindset. Our ads team finds the idea of letting campaigns coast on past successes completely anathema. Every morning, they run thorough performance checks on all of our campaigns. If an ad or demographic isn't meeting expectations, they don't wait, they act immediately. And that's exactly what happened here — in a spectacular way.
Spotting the Lag
While overall the campaign results were impressive, our morning analysis pinpointed a few demographic groups where performance was lagging. Honestly, we'd thought that we’d nailed it, and were genuinely puzzled why these demos didn't seem to agree. But the numbers don't lie, and lower click-through rates and higher costs indicated these groups weren't connecting with our creative approach. So first we got angry, and then we got creative.
Smart Humans + Powerful Tools
Step 1: Human Insight
First we analyzed the underperforming groups closely. We needed to understand their values, concerns, and local identity. We needed to understand why our messaging wasn't clicking with these groups. After all, these were real humans we were trying to talk to, not just a marketing demographic. And, the broad messaging we were giving them just wasn't connecting. They needed something that was genuine and relevant to them to cut through the noise of the internet. So, that's what we gave them.
Step 2: A Rapid Response
With our insights in hand, we turned to one of our favorite in-house tools, which allows us to quickly produce hyper-targeted messaging tailored specifically to local voices. We've never met these people. We've never been to their town. We’ve never walked in their shoes. But our tool allows us to speak to them like we're their neighbors. We can talk to them about their values: from their pride in their local tech industry, to their commuting culture or even about their local high school football team. If we wanted to get their attention, we had to say something in their language. So we did.
Within 24 hours, the updated creative was live, and all of the sudden, our distant neighbors were listening. Intently.
A Dramatic Turnaround
Immediately after the update the numbers skyrocketed:
Link-CTR increased by 55% – people were suddenly interested enough to click the ad, rather an scrolling past.
Overall CTR jumped by 21% – a clear sign that the ad was resonating with viewers.
Cost-per-link-click dropped by 24% – meaning each click cost less, stretching the budget even further.
Even better, these improvements happened exactly when most campaigns typically experience fatigue. Instead of seeing performance declines, ours surged forward, proving that timely, localized updates keep audiences engaged longer and deliver exceptional value.
Why This Matters to Nonprofits
Continuous Improvement: Hyper-local targeting isn’t a one-time tactic; it’s a continuously evolving strategy that responds to real-time data and community feedback.
Resource Efficiency: Quick iterations prevent budget waste. You spend less on ineffective messaging, ensuring every dollar makes an impact.
Long-term Growth: By consistently evolving your message, campaigns stay fresh and effective longer, significantly outperforming static, generic efforts.
Next Steps: Doubling Down on Success
So, what’s next? We've demonstrated how quickly underperforming segments can rebound. Next, we're applying the same strategy to segments already performing well, aiming for continuous incremental improvements rather than just maintaining success.
— Electric Fork Media | Smarter humans. Sharper tools. Bigger impact.