Working with brands making a real difference

In an era where digital presence is crucial, social service organisations face unique challenges in reaching those who need their support most. Life Without Barriers, one of Australia’s leading social service providers, has partnered with Sod to develop and implement targeted digital advertising strategies that connect vulnerable individuals with essential services.

Life Without Barriers partners with people to change lives for the better, offering comprehensive support services across multiple sectors including disability services, aged care, child and youth services, and specialised programs for refugees and asylum seekers. Their digital advertising strategy, managed by Sod’s paid media team, focuses on reaching people at crucial moments when they’re actively seeking assistance.

“We love working with LWB as they are truly making a positive difference for those who at times, need it most. It’s allowed us to gain further perspective into a world we are at times blind too. LWB is definitely living up to their promise of changing lives for the better” says Simon Housden, Digital Producer.

The organisation’s digital advertising approach primarily leverages Google Ads, with a strategic focus on search advertising.

“We’re targeting high-intent individuals who are actively looking for these services,” explains Asantha Dayaratne, Sod’s Google Lead. “Whether it’s someone seeking foster care information or exploring disability support options, Google Search has proven to be the most effective starting point.”

With a significant investment in Google Ads over the past two years, the strategy has demonstrated impressive results across various service areas:

• Foster Care: Reduced cost per lead from over $140 to $60-70
• Disability Services: Decreased cost per lead from $100 to approximately $25
• Aged Care: Improved overall cost per lead from $150 to around $40 through a combined Google and Meta remarketing approach

The campaign has revealed several interesting patterns in how different audiences engage with services:

1. Channel Preferences: Foster care inquiries tend to come through form submissions, while disability services generate more phone calls
2. Ad Format Effectiveness: Despite the industry trend toward video content, static image ads continue to deliver the strongest results
3. Search Intent: High-intent keywords, while competitive, consistently drive qualified traffic and meaningful engagements

For organisations considering similar digital advertising initiatives, several key insights emerged:

1. Resource Readiness: Before launching advertising campaigns, ensure internal teams can handle increased inquiry volumes promptly. This is particularly crucial in social services where timely responses can significantly impact outcomes.
2. Channel Selection: While platforms like Meta and YouTube can build awareness, search advertising often proves most effective for connecting with people actively seeking support.
3. Budget Allocation: In competitive sectors like aged care, maintaining adequate budgets is crucial for securing top positions and reaching those in need.
4. Format Flexibility: Different services may require different approaches. Being flexible with ad formats and conversion paths (phone vs. form submissions) can better serve various audience needs.

The partnership between Life Without Barriers and Sod demonstrates how strategic digital advertising can effectively connect social service organisations with those who need their support. By maintaining a data-driven approach while remaining sensitive to the needs of vulnerable populations, digital advertising can play a crucial role in extending the reach and impact of social service organisations.

The success of these campaigns highlights the importance of not just reaching people, but reaching them at the right moment with the right message – and being ready to respond when they reach out for help.