After connecting with 97th Floor, there was an immediate pivot to develop dynamic ads. The benefit of dynamic ads is that they test, validate, and pivot themselves automatically when set-up correctly, effectively saving the client expenses. 97th Floor produced multiple ad variants and set up the dynamic ads to begin the testing process. Immediately, ads were driving an ROI. After ads were running, a call extension was added, which created higher click through rates that eventually led to more form submissions. From there the bid strategy changed to maximize conversions, which better aligned with Outback’s goals. Adding more options allowed 97th Floor to optimize the ads and better connect with the target audience. This ultimately drove more conversions, which in this case meant more young lives changed for the better.