How a Brisbane Charity Achieved 1,400+
Event Registrations with a Multi-Channel
Digital Marketing Strategy
Facebook Ads + Google Ads
Working Together to Maximise Community Impact
The best digital marketing campaigns don't rely on a single platform. They combine multiple channels to reach people at every stage of the customer journey.
This case study showcases how a strategic combination of Facebook Ads and Google Ads increased event registrations, reduced advertising costs and helped a Queensland charity maximise participation in one of its flagship fundraising events.
By combining awareness marketing with high-intent search advertising, we delivered measurable results that extended far beyond clicks and impressions.
The Campaign Goals
Our client needed to increase registrations for a major annual fundraising event while making every advertising dollar work harder.
The objectives were to:
- Increase event registrations year-on-year
- Reach new audiences across Queensland
- Keep the cost per registration as low as possible
- Build awareness months before the event
- Capture high-intent searches from people ready to register
- Support the organisation's fundraising goals through greater community participation
Rather than relying on a single advertising platform, we developed a fully integrated digital marketing strategy that combined Facebook advertising, Google Ads and audience remarketing.
Our Multi-Channel Marketing Strategy
Facebook Ads: Creating Awareness and Demand
Facebook Ads played an important role in introducing the event to new audiences and nurturing interest over several months.
Instead of launching one generic campaign, we created five separate advertising phases designed to move people through the decision-making process:
- VIP Early Bird Campaign
- Early Bird Campaign
- Main Registration Campaign
- Final Registration Campaign
- Post Event Donation Campaign
Each phase delivered different messaging based on where potential participants were in the customer journey. Early campaigns focused on awareness and excitement. Later campaigns increased urgency and encouraged registrations. This long-term approach built momentum throughout the campaign instead of relying on last-minute reactive advertising.
Campaign Performance
407,839 impressions
824 registrations
$7.34 average cost per registration
Conversion KPIs all outperforming industry benchmarks
Campaign Performance
598 registrations
Cost per registration reduced from $8.66 in 2025 to just $3.54 in 2026
Registrations more than doubled compared with the previous year
29% click-through rate, dramatically outperforming the non-for-profit industry benchmark
Google Ads: Capturing High-Intent Searches
While Facebook generated awareness, Google Ads captured people actively searching for fun runs, and fundraising activities.
These users already had strong intent. By appearing at exactly the moment people were searching, Google Ads converted interest into registrations at an exceptionally efficient cost.
Why Multi-Channel Marketing Delivers Better Results
One of the biggest mistakes businesses make is treating Facebook Ads and Google Ads as separate marketing strategies. The reality is they perform best when they work together. Facebook reaches audiences who may not yet be searching but have an interest. It builds awareness, trust and engagement.
Google captures those same people later, when they're actively searching and ready to take action.
This full-funnel approach allows businesses and organisations to reach customers throughout the entire buying journey, resulting in:
- Higher conversion rates
- Lower advertising costs
- Better return on investment
- Increased brand awareness
- Greater campaign longevity
Instead of competing with each other, each platform strengthens the performance of the other.
Beyond the Numbers. The Human Result
While the advertising metrics for these campaigns were outstanding and well over industry benchmarks, the real success of this campaign was measured in community impact.
Every additional registration represented another person supporting an important cause.
More participants meant:
- Greater community awareness
- Increased fundraising opportunities
- More conversations around the charity's mission
- A stronger and more engaged community
By significantly reducing the cost of acquiring each registration, more of the organisation's marketing budget could be invested where it mattered most, supporting its charitable purpose.
This campaign demonstrates how strategic digital marketing can deliver measurable commercial outcomes while also creating meaningful social impact.
Looking for Better Results?
Whether you're a charity, not-for-profit or growing business, successful digital marketing isn't about choosing between Facebook Ads or Google Ads.
It's about building an integrated strategy that reaches your audience at every stage of their journey.
At PAK Digital, we create data-driven, multi-channel campaigns that don't just generate clicks. They deliver measurable business outcomes and real-world impact. For an obligation-free chat, reach out today to get your marketing on track.
© Copyright 2026. PAK Digital. All Rights Reserved.