- Senior specialist on every campaig- the person you meet is the person who runs your ads.
- Award-winning, accredited Meta & Google Business Partner.
- Proven results: 75% lower cost per lead, 7.45 ROAS, 0→898 donations in 12 weeks (details below).
- You keep 100% ownership of your ad account and data.
Book a free, no-obligation discovery call →
What Google + Microsoft Ads can do for your charity
Search advertising captures demand that already exists- and, done well, it does more than chase donations:
- Always-on visibility– a steady, measurable presence that complements the spikes of your social campaigns.
- Donation & appeal campaigns – reaching people actively searching to give, at the moment they’re ready.
- Lead generation– capturing supporter details for events, challenges, volunteering and email nurture.
- Service & support search– connecting the people you exist to help with the help you offer.
- Brand defence– making sure it’s you that appears when someone searches your charity’s name, not a competitor or aggregator.
Microsoft/Bing is often overlooked, but it reaches an older, higher-net-worth audience at lower competition- frequently a strong fit for charity donors and legacy prospects.
Making the most of your Google Ad Grant
If you’re a registered charity, you may be eligible for up to $10,000 a month in free Google search advertising through the Google Ad Grant. It’s valuable, but it comes with strict rules and real limitations- and many charities either leave it underused or risk losing it through non-compliance. I handle Ad Grant audits, setup, compliance and ongoing management, and I’m fluent in running it for health and other sensitive causes within policy. Where the Grant hits its limits, I’ll show you exactly where paid search picks up the slack.
Paid search work I’ve delivered for charities
A sample of recent outcomes across Google, Microsoft and the Ad Grant. (Clients kept anonymous here by sector; named case studies on the Success Stories page.)
- National faith-based charity– Christmas appeal delivered a 7.45 ROAS from ~£20k paid Google media, with cost per acquisition down 77% and ROAS up 202% year on year after an account architecture restructure.
- International children’s charity– a cross-channel Google + Meta strategy where Performance Max drove the highest volume, with post-holiday efficiency identified at under £30 CPA.
- Health charities– active, compliant Google Ad Grant management for several health-sector organisations, working within Ad Grants policy on sensitive health content.
- Faith-based legacy campaign– a hybrid funnel across Meta and paid search delivering qualified legacy enquiries and new regular donors.
How I work: the Active Search Framework
Every engagement runs strategy through to delivery, optimisation and growth — grounded in data and continuous testing.
1. Account & opportunity audit
I start by auditing your current accounts, your Ad Grant status and your tracking — finding wasted spend, missed search demand and the quickest routes to better performance.
2. Conversion tracking setup
Search is only as good as the data behind it. I make sure conversions, values and goals are tracked correctly across Google and Microsoft, so budget decisions are based on real income, not clicks.
3. Keyword & campaign architecture
I structure campaigns around genuine search intent- the terms your donors, supporters and service users actually use- with the right mix of search, Performance Max and the Ad Grant.
4. Budget & ROAS optimisation
I monitor performance in real time, shifting budget toward the keywords, campaigns and platforms delivering the best return- and keeping your Ad Grant compliant and productive alongside paid spend.
Why charities choose to work with me directly
Senior oversight, hands-on management
The strategy we design together is delivered by me. Nothing gets lost in translation to a junior, and you always have an experienced pair of eyes on your campaigns — spotting optimisation opportunities and heading off problems before they cost you money. That’s the structural difference between working with me and working with an agency.
Award-winning, accredited expertise
Winner of the Woman for Good 2025 award for digital excellence in the charity sector, and an accredited Meta & Google Business Partner. My reputation is built on transparent, accountable results.
Expertise in donor psychology
I apply consumer-behaviour science to creative and conversion journeys, putting the donor experience firmly at the core of every campaign.
You own everything
Ads are always built in your account, so you retain 100% ownership of your data — backed by tailored, real-time dashboards your internal team can report from.
What clients say about me
It is very much appreciated.”Book a no-obligation discovery call
Paid search for charities: what’s changing
Search is being reshaped by AI, and the charities that adapt their strategy now will hold their visibility as it shifts:
- The rollout of ChatGPT ads and AI search– what changing search behaviour means for how supporters find you.
- The impact of Search Generative Experience (SGE) on paid search– how generative results are changing SEM, and what to do about it now.
Running paid search for a charity isn’t the same as running it for a commercial brand- you’re balancing income targets against tight budgets, an Ad Grant with strict rules, and causes that sometimes touch sensitive or restricted categories. That context shapes how I build and manage every account.
Frequently asked questions FAQs
Book a no-obligation discovery call
Tell me what you’re trying to grow and what’s in your accounts now, and I’ll give you an honest read on where the opportunity is- paid search, your Ad Grant, Microsoft Ads, or all three.
No obligation, and I’ll tell you if it’s not the right fit.