Universal Peace Foundation California is a Bay Area nonprofit running yoga, meditation, and inner-awakening programs for families — from kids’ yoga camps and teacher trainings to weekend retreats and drop-in mindfulness sessions. When they came to E11 in April 2025, the team had real programs to fill but no measurable way to know what was working: an ad budget running blind, no conversion tracking, and a homepage doing the job of a dozen landing pages it didn’t have.
The Challenge
UPF Cal had budget in market but no way to see it work. Roughly $140 a month was being spent on Meta ads optimized for cheap link clicks — campaigns with no UTMs, no conversion goals, and no attribution. Every paid Facebook click landed in their analytics as anonymous social-referral traffic, indistinguishable from a friend’s share. There was no Google Ads activity, no conversion-event tracking, and no program-specific landing pages — paid clicks hit a homepage and dispersed. Organic search was earning seven clicks every seventy days at average position 44. The audience they wanted to reach — parents searching for kids’ yoga in San Jose, meditators searching for stress relief, teens exploring teacher training — was searching every day. UPF Cal just wasn’t catching them.
What We Did
We rebuilt the acquisition stack from the ground up across four workstreams. First, we instrumented GA4 with key events and dollar-tagged sign-ups so every form fill, every registration, and every contact submission could be tied back to a campaign. Then we tore down the existing Meta program and rebuilt it around conversion objectives — Website Leads, Registrations Completed, Landing Page Views — with proper UTM tagging so paid social finally showed up as paid social. A single rebuilt Kids Yoga campaign drove 72 registrations.
Alongside the Meta rebuild, we stood up nine Google Ads campaigns covering UPF Cal’s highest-intent programs and redesigned the six core program pages — Kids Yoga, Kids Yoga Camp, Yoga Teacher Training, Inner Awakening, and their paid-funnel variants — so every click hit a destination engineered for the action it was being asked to take. We also connected Google Search Console and worked on-page structure, metadata, and content so Google could finally understand and rank the site. Fourteen months in, organic visibility has climbed 29 SERP spots, click-through rate is up 23×, and the home page ranks position 1–2 for many brand query in market.
