Dirty Freehub
Dirty Freehub provides detailed gravel bike routes with maps, podcasts, and guides that inspire riders to explore hidden gems and connect with local culture. By encouraging dispersed riding, supporting small-town economies, and promoting wildlife stewardship through responsible route planning, Dirty Freehub fosters sustainable, inclusive cycling experiences.
Dirty Freehub, a platform dedicated to detailed gravel bike routes and local community engagement, partnered with Vizionality to maximize their $10,000 per month Google Ad Grant. We performed an in-depth audit of their campaigns and identified improvements in ad targeting, keyword selection, and landing page optimization. By aligning the strategy with their mission, we developed a data-driven approach that significantly boosted click-through rates and engagement. Additionally, we built a custom Looker Studio dashboard to monitor key performance metrics in real time, empowering rapid, data-driven optimizations.
Through continuous performance reviews and agile adjustments, we optimized the grant’s value, resulting in increased website traffic, enhanced brand visibility, and improved conversion rates. Our focused approach not only maximized the ad budget but also amplified Dirty Freehub’s mission, driving lasting benefits for local communities and inspiring more cyclists to explore hidden routes.
OVERVIEW
- THE PROBLEM
GOOGLE AD GRANT, GOOGLE ANALYTICS AND GOOGLE TAG MANANGER
Dirty Freehub was only utilizing about 10% of its $10,000 monthly Google Ad Grant, leaving a significant portion of the budget untapped and limiting its potential reach. The existing campaigns were underoptimized, resulting in low engagement and missed opportunities to attract new cycling enthusiasts and further their mission.
To overcome this, Dirty Freehub needed to develop more targeted and efficient ad campaigns that could fully leverage the grant. By refining ad targeting, optimizing creative assets, and employing a data-driven approach, they aimed to increase website traffic and boost overall community engagement, ultimately maximizing the grant’s impact.
- THE SOLUTION
GOOGLE AD GRANT, GOOGLE ANALYTICS AND GOOGLE TAG MANANGER
We built more effective campaigns for Dirty Freehub by conducting a thorough audit of their existing ad setup and reconfiguring targeting and creative strategies to better align with their mission. We segmented audiences to focus on avid cyclists and local communities, crafted tailored ad messaging, and refreshed creative assets to boost engagement and conversion rates.
In addition, we leveraged the new Performance Max campaign—previously unavailable to nonprofits until 2024—to tap into multiple inventory sources and drive higher overall performance. This approach enabled us to maximize the entire $10,000 monthly Google Ad Grant, delivering improved visibility, increased traffic, and a more impactful presence within the cycling community.
To further support Dirty Freehub’s mission and long-term sustainability, we launched their eCommerce store, allowing them to sell digital gravel bike guides directly through their website. This new revenue stream not only supports operations but also deepens user engagement by offering tangible value to their growing cycling community. We implemented enhanced tracking across the store using Google Tag Manager and GA4, capturing key events such as product views, add-to-cart actions, purchases, and content interactions. These insights now help Dirty Freehub better understand user behavior and refine their offerings based on real-time data, all visualized through a custom Looker Studio dashboard for easy performance monitoring.
In addition to eCommerce, we prepared for the year-end giving season by launching a dedicated donation campaign through the Google Ad Grant. With tailored messaging and optimized landing pages, this campaign focused on increasing visibility and contributions during a critical fundraising period. Combined with the Performance Max rollout and real-time reporting in Looker Studio, these efforts created a fully integrated digital ecosystem—one that drives community engagement, boosts revenue, and furthers Dirty Freehub’s mission to inspire adventure, support local economies, and connect cyclists to curated gravel routes around the world.
