The Girl Scouts use AI to drive 40% reduction in CPA

Girl Scouts of the USA is using artificial intelligence to help it ramp up membership as it heads into its fall recruiting season.

The youth organization saw a 40% reduction in the cost per acquisition, or the aggregate cost to acquire one dues-paying Girl Scout, and drove membership signups after using AI in a Google Ads search campaign, according to Jordan Ruden, the co-founder of Craft & Commerce, which is the media agency of record for the Girls Scouts.

In just under a week, AI made thousands of adjustments to the search campaign, constantly tweaking it to make it more efficient. That’s compared to the hundreds of adjustments made during a year’s worth of manual search optimization strategies. The Google Ads search campaign allows a marketer to place ads across the platform's network of search results.

Full story at AdAge.