The state of Missouri requested proposals to market and raise awareness for their Alternatives to Abortion (the Missouri A2A program).
While their program had existed, they knew they needed help reaching abortion-vulnerable women—women who would parent if only they had the resources and support to make it possible. By effectively reaching these women, they knew they could provide more services and resources to those who needed them the most.
In addition to raising awareness, the evolving digital and political landscape led to increased Big Tech censorship and advertising disapproval. They needed an agency that knew how to navigate Big Tech’s rules to get ads out to the women of Missouri.
Selecting Choose Life Marketing
The state of Missouri selected Choose Life Marketing as the market leader in pregnancy center and pro-life marketing.
As a seasoned digital advertising expert, Choose Life Marketing understood the nuances of gaining Big Tech ad approval to ensure Missouri A2A could successfully reach women in need of alternatives.
Solutions and Services
Choose Life Marketing proposed the following solutions and services to ensure the Missouri A2A Program could reach and exceed its marketing goals.
- A Custom Website to help women locate resources and support
- Art Direction & Graphic Design to resonate with women
- Search Engine Optimization (SEO) to improve their new website’s visibility
- Blogging to aid with SEO and appear in more search results
- Digital Advertising: Including Facebook, Instagram, Snapchat, Spotify, YouTube, and others
- Google Advertising: Including display ads through virtual geofencing
- Video Production to create engaging ads and content
- Social Media Management to reach women where they spend their time
- Anti-Blocking Efforts to break through Big Tech censorship
The Results
The marketing results of Missouri’s A2A program have been impressive, if not phenomenal, since our partnership began in September 2023. Between October 2024 and September 2025, CLM achieved the following results.
ADVERTISING
Facebook Ads: MO A2A reached 234,879 users, achieved 1,634,066 impressions, and 18,557 clicks in total. Overall, their click-through rate was 1.14%.
Instagram Ads: MO A2A reached 87,064users and achieved 1,503,985 impressions. There were 17,320 clicks, resulting in a 1.15% click-through rate.
Snapchat Ads: MO A2A achieved 25,942 clicks and 1,453,425 impressions. These ads were displayed to 67,359 users, attaining a click-through rate of 1.78%.
Geofencing Ads: MO A2A achieved 9.87 million impressions with a 0.08% click-through rate, driving 7,483 clicks.
Virtual Geofencing: The ads were viewed 20.26 million times, resulting in 119,000 clicks and 291 conversions.
NextGen Micro-Targeting: MO A2A achieved 683,000 completed video views with 1.59 million impressions. Our highly targeted campaign accomplished a 0.19% click-through rate, well above the industry average of 0.08-0.1%. In total, 116,000 new users visited moa2a.com.
WEBSITE AND SEO
Search Engine Optimization is a form of organic marketing, which means it takes time and ongoing efforts to build. According to Google Search Console, there were 1,208 clicks and 112,000 impressions. The clicks increased eight times, and the website appeared in searches six times more often.
New website visitors increased by 71%, and they spent more time (a 750% increase) on the website. While the primary goal is for women to connect with MO A2A service providers, the site resulted in 44 emails and 28 form submissions to contact the MO A2A program.
A Successful and Ongoing Partnership
The results of Missouri’s Alternatives to Abortion Program have been impressive over the last two years, thanks to our hands-on management approach.
We gain insights from the data and implement our findings for even better results every month.
