the challenge
- THT's Google Ad GrantsPro account was underperforming, spending just 10% of the $40k allocation with extremely high cost-per-clicks (CPCs).
- An outdated account structure didn’t align with their new website.
- The account was missing a lot of core keyword opportunities
- Objectives used within the account were no longer relevant to THT's goals.
- Any account growth would be navigating the sensitivities around HIV-related advertising
"Within a few months of Farrer taking over day-to-day management of our Google Ads Grant account, our monthly ad ‘spend’ had increased tenfold, returning to our heyday with the account and driving traffic to our essential services, information ,and fundraising activities."
Kian Scott-Loach
Head of Digital, Terrence Higgins Trust
tht.org.uk
The Plan
We applied the FARRER 5-Step Process, focusing on:
- Matching key website content areas to active search demand.
- Restructuring the account to ensure clicks landed on the most relevant pages.
- Overhauling the ad copy strategy to improve quality and reduce costs
- Setting new campaign objectives in line with best practice
- Implementing a robust reporting framework to guide decision-making and demonstrate impact via our bespoke live dashboards.
The Outcome
After 1 Month
10X increase in Ad Grant spend – achieved simply by restructuring campaign objectives throughout the account. A clear demonstration of how small changes and a proven strategy can drive big results.
After 3 Months
We have reached 100% of the monthly spend allocation provided by Google which is $40,000 for a GrantsPro account. This meant that THT were receiving significant coverage google searches that are core to their services.
After 6 Months
Following a rigorous and detailed restructure of the ad campaigns, quality scores significantly improved throughout the account resulting in the cost per click reducing and subsequently traffic increasing by 400%.
After 9 Months
Visitor numbers exceeded 5,000 – the highest monthly total on record. The account showed a consistent, positive trend month-on-month, visible in our live reporting dashboard
SUMMARY
With a stronger, more efficient account, THT can now reach more people searching for critical HIV and sexual health information, while making the most of their Ad Grant budget. This digital growth underpins their broader mission: to test, support, and ultimately help end new HIV cases in the UK by 2030.
Get in touch
If we can help you achieve more from you Google Ad Grant, or assist with any other digital challenges please do send us a few details and we will be in touch to arrange a call.