We can't tell you who this client is. Their industry, their name and their website are all confidential — so this case study is about the work and what it produced, not the brand behind it.
What we can say is that they are a not-for-profit organisation running on a Google Ad Grant: the program that gives eligible charities free Google Ads budget, on the condition that the account is kept to Google's standards. It is one of the most valuable assets a not-for-profit has — and one of the easiest to waste.
The goal of the account was to increase spend, get more visibility, and increase conversions.
That combination is specific to Ad Grants, and it is where most grant accounts stall. Free budget is only useful if it actually goes out the door — an under-spending account is a charity leaving donated media on the table every single month. And the grant is conditional: accounts that drift out of Google's requirements can lapse, taking the funding with them. This account needed both problems solved at once, permanently.
Account takeover and reconfiguration. We took the account over and re-configured it, rather than tinkering at the edges of a structure that wasn't working.
Better ads, keywords and bidding. The account was upgraded to better performing ads, keywords and bid settings — so the grant budget was competing for the searches that matter to the cause, with ads worth clicking on when it got there.
Continuous maintenance. We run continuous maintenance on the account to ensure it does not lapse and the Ad Grant continues to be available. For a not-for-profit, protecting eligibility is as valuable as any single campaign.
Working with the client. We work with the client to increase the campaigns that are effective for them and drive traffic to the website — expanding what proves itself, rather than guessing.
The client has received more conversions through Google Ads than ever in their history.
We are not publishing figures for this account — the client is under NDA, and we don't dress up a confidential result with numbers we can't stand behind. What we can say is that a grant that was under-used is now working: more visibility for the cause, more of the budget actually spent, and more people taking action on the website than at any point before we took the account on. The account remains in good standing, and the grant remains available.
