Resources
Unlocking the next stage of growth with Your Google Ad Grant
We often talk about the importance of content when it comes to charity marketing. Whether you are using the Google Ad Grant or running broader paid media campaigns, content plays a central role in helping the right people find your organisation and then hang around.
Our recent work with US-based charity Play Like a Girl is a great example of how going back to basics can deliver strong results. With focused research and clear execution, we helped them achieve a 33.12% increase in clicks in a month and a half, with results continuing to trend upward.
Reaching the Limit
Play Like a Girl had been making good use of their Google Ad Grant for some time, but their campaigns were starting to plateau. This is something we see quite regularly. Once the main search terms are covered, growth tends to slow without a clear plan to move forward.
Rather than tweaking campaigns around the edges, we took a step back and looked more broadly at where the real opportunity might be.
Looking Further Up the Funnel
We went back to the research and examined the wider search landscape. The goal was to find relevant and achievable keywords around core STEM terms that were still aligned with the charity’s mission but had not yet been explored.
Once we had a clear view of the search demand, we worked with the Play Like A Girl team to shape a New Landing Page. It was built around six key areas, each designed to respond to real search queries and provide useful information to new visitors.
Results that Speak for Themselves
The page was launched and within the first month and a half we have seen a 33.12% increase in clicks. Early signs suggest this performance will continue.
It is a simple but effective process. Use research to find the right opportunities. Build content that meets the need. Use the Google Ad Grant to reach your audience. Measure, learn and build from there with subtle calls to action or soft conversions. Below as an example
Why Content Still Matters in 2025
Search behaviour is evolving, especially as AI plays a larger role in how people find information. But the foundations remain the same. If your content is clear, relevant and built around real user intent, it will always perform better than guesswork.
For charities, this is especially important. The Ad Grant offers a valuable way to gain visibility, but it works best when it supports a wider content and marketing strategy.
This project showed once again that strong results come from doing the basics well. The right research, turned into the right content, promoted through the right channels.
Thinking About Your Own Charity’s Visibility?
If your organisation is running paid media or using the Google Ad Grant and not seeing the return you would like, as Google Ad Grant Certified Professionals, we can help.
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