Google Case Study Google

Google Ad Grants helped Smile Foundation to increase awareness in communities about facial reconstructive surgery, brought in more patient referrals and doubled the number of donations.

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Smile Foundation At a Glance

Location: South Africa

Ad Grants Marketing Goals

  • reate awareness in communities
  • Increase patient referrals
  • Increase donations

Success Metrics

  • Number of donations in 2014 doubled

Smiling child - Google is a proud supporter of Smile Foundation
“It is unbelievable what Google has done for our lives. In no uncertain terms, Google has become our silent fundraiser.”Hedley Lewis Finance & Fundraising Executive Director
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Smile Foundation is a South African NGO that assists children with cleft lip and palate, burns and other conditions in receiving corrective plastic and reconstructive surgery. The aim of the Foundation is to provide facial reconstructive surgery to disadvantaged children within Government Academic hospitals. To date, more than 1000 childrens’ lives have been changed.

Marketing Goals

Smile Foundation’s goal is to see as many children being operated on as possible at the Government Academic hospitals. They rely heavily on pro bono opportunities to promote the organisation as a means of creating awareness, increasing referrals and raising funds for disadvantaged children in need of reconstructive surgery.


In early 2014, Josh Maraney, CEO of Top Click Media, approached Smile Foundation and helped them apply for Ad Grants. The campaign was split into two parts: The first part was aimed at getting more patient referrals and therefore targeted people looking for the services that Smile offers, namely each medical condition that the Smile Foundation caters for. The second part of the campaign was built around attracting potential donors. Keyword ideas were generated from a combination of brainstorming between Smile Foundation and the agency, as well as the use of the Google AdWords Keyword Planner tool.

Impact of Google Ad Grants

“Google Ad Grants has been an invaluable privilege and asset to our organisation as we have experienced a substantial increase in referrals through our website. Our online donations have been boosted generously and corporates have now been exposed to our website and want to partner in our fundraising campaigns.

Google Ads has significantly enhanced our brand awareness and our revenue stream. This has been a golden opportunity and the outcome we have achieved would not be possible without the support from Google Ads. We are immensely grateful,” said Hedley Lewis, Finance & Fundraising Executive Director for Smile Foundation. From: Google

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