MassWildLife Social and Google Ads Case Study

About Us

MassWildlife is responsible for the conservation of freshwater fish and wildlife in the Commonwealth, including endangered plants and animals. MassWildlife restores, protects, and manages land for wildlife to thrive and for people to enjoy. Through the effective management of wildlife and habitat, MassWildlife ensures quality outdoor recreational opportunities for hunters, anglers, and outdoor enthusiasts who enjoy the impressive variety of plants, fish, and wildlife found in Massachusetts. Outdoor skills clinics, wildlife education workshops, presentations, and online resources provide all residents with a greater understanding and appreciation for wildlife conservation.

In 2021, we had the pleasure of working with MassWildlife on Google and Social Media ads. The purpose of the 2021 ad campaign was to retain avid fishers and anglers, re-engage former license holders, and recruit potential new license buyers to buy an official Mass Wildlife freshwater fishing license. We have discovered new audiences in our ads by targeting outdoor generalist women anglers, out-of-state, outdoor generalists are new fishers who haven’t bought a license before. They were targeted using interests like boating, camping, and interest in outdoor retailers and nature media. We also targeted them by zip code. 

  • +55K

    Link clicks on social media ads

  • $0.49

    CPC decreased from $.67 in the previous year.

  • +6.7 million

    impressions on social media ads campaigns.

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