Resources
CLPE (Centre for Literacy in Primary Education) joined the FARRER Charity programme to turn around the performance of their Google Ad Grant
CLPE approached FARRER to turn around the performance of thier Google Ad Grant. At the time, the account was only spending $362.85 per month.
With such a depth of website content, we knew getting spend/clicks up wouldn’t be an issue. This was a structure and bidding strategy issue. (Steps 2 & 4 of our 5-step process)
The Results
Once we’d run through our steps and made the necessary changes within 3 months, we’re consistently averaging:
– $9,555.84 in monthly spend
– 12.17 percent click-through rate
High intent keywords like ‘children’s poetry books’, ‘school library books’, ‘primary school teaching resources’ and, ‘primary school lesson plans’ are now triggering ads and driving relevant traffic.Traffic
Traffic Set to Triple Month on Month
And this is all using FREE budget.
Every registered charity has access to $10,000 per month in Google Ads credit through the Google Ad Grant.
That is $120,000 per year to appear in front of people actively searching for support, resources or information.
Too often it is overlooked, underused, or forgotten.
When used properly, it becomes a live testing ground. It shows which keywords drive value, which pages convert, where users drop off, and what messaging resonates. These insights can sharpen your entire digital strategy.
Looking to Improve Your Google Ad Grant Results
Many charities have the potential to grow significantly through the Grant but lack the structure and strategy to make it work. If your organisation is running Google Ad Grant campaigns and not seeing the return you would expect, we would be happy to take a look and offer practical recommendations.
The Farrer Charity Programme is committed to helping charities maximise their impact through paid media. If you’d like to discuss your current strategy or anything covered in this post, we’d be happy to help.
Book a call with Ollie