Case study · Warren County, TN
A Warren County nonprofit: website, Google Business Profile, and Google Ads
A county prevention coalition in McMinnville needed people in crisis to find it — on Google, on Maps, and on a phone. This is the one project I can walk through end to end, because I run it month after month.
14,200+
Search impressions, 12 months
1,250+
Profile views
30+
Direct messages
125+
Ad clicks per month
These figures come straight from the coalition’s Google Business Profile, Search Console, and Google Ads dashboards — the Search Console chart is published below. The coalition serves its community through direct messages rather than a phone line, so messages, not calls, are the number that matters here.
Before and after
Before
- No working website — programs lived on a Facebook page
- Google listing incomplete and out of date
- No way to see whether anyone was finding the coalition at all
- Grant reports written with no usable web data
After
- 14,200+ search impressions and 612 Google clicks in the last 12 months
- Average search position climbed from about 30 into the top 10
- 1,250+ profile views and 30+ direct messages from people looking for help
- Google Ads bringing 125+ clicks a month on a nonprofit budget
- Monthly numbers the board can put straight into grant reports
The receipts
Image slot: Google Business Profile performance chart, exported from the dashboard, grayscale — goes in next.
Caption: profile interactions by month, straight from Google — no retouching.
What I did
Website
Structured the site around what people in Warren County actually search for — program names, events, help lines — instead of nonprofit org-chart language. Built it fast and phone-first. Twelve months later it earns 14,200+ search impressions a year with the average position up from about 30 into the top 10.
Google Business Profile
Verified the profile, fixed categories and hours, and set a posting rhythm so the listing reads as active — which is exactly what Google rewards in small markets. Result: 1,250+ profile views and 30+ direct messages from people who needed the coalition.
Google Ads
Set up and manage the ad account on a nonprofit budget, pointed at the searches that matter most — people looking for help, not people looking for meetings. It brings in 125+ clicks a month.
Reporting
One page a month: what ran, what it cost, what people did. The same report format every Local Visibility Plan client gets.
Why this is the case study
Because it’s real, it’s local, and it’s ongoing. A Warren County nonprofit doesn’t have an agency budget, which means every dollar has to be defensible — the same position most small businesses are in. And because it’s in McMinnville, it proves the point on the McMinnville page: Google treats Warren County as its own market, and showing up there takes work done there.
Client quote slot — intentionally empty. A real quote from the coalition goes here once they’ve written one. Nothing on this site is ghostwritten and attributed.
Want to be the second case study?
Early clients get my most careful work — your results become my proof. The prices don’t change either way.