Grow
Google Ad Grants, paid search, Meta, TikTok and programmatic — engineered around giving seasons and measured against donations, not impressions.
The problem
Most charity media budgets are spent against the wrong yardstick. Impressions and clicks look healthy while the donation total stays flat, and the busiest giving weeks of the year arrive before the account is ready for them. We run paid media the other way round — built on your donation data, planned around your calendar, and judged on the income it returns.
What we do
Account structure, compliant keyword strategy and ongoing optimisation that keeps you inside the $10,000 monthly grant and turns it into real donations rather than wasted clicks.
Brand defence and high-intent campaigns on paid Google Ads, picking up the demand the grant cannot reach under its bidding limits.
Meta, TikTok and Snapchat campaigns for acquisition and reactivation, with creative built for each platform and audience rather than reused from print.
Awareness and retargeting across the open web, bought transparently and capped so spend follows the people most likely to give.
Budgets, bids and creative staged around your peak giving moments — year-end, Giving Tuesday, tax-year-end and emergency appeals — so the account peaks when your supporters are ready to give.
Conversion tracking and reporting that report cost per donation and return on ad spend, not vanity metrics.
Related work
A structured account rebuild and seasonal bidding strategy transformed a charity's search programme — but the numbers below are placeholders until the client signs off.
Questions
Both, and we treat them as one programme. The grant covers informational and lower-competition demand inside its bidding limits; paid search picks up brand terms and high-intent queries the grant cannot reach. Reporting is combined so you see the full picture.
Yes. We maintain the account structure, keyword quality and click-through-rate thresholds Google requires, monitor for policy changes, and flag any risk to the grant before it becomes a suspension.
Google Search and Display, Meta, TikTok and Snapchat are the core. We recommend a channel mix based on your audience and goal rather than a fixed package, and we will tell you when a channel is not worth your spend.
Against donations. We set up conversion tracking that attributes income to media, then report cost per donation and return on ad spend. If a campaign is not returning, we say so and change it.
Tell us where you are and what you are trying to grow. We will reply with a straight answer and a sensible first step — no pitch theatre.
