Client: Christian Aid
The Challenge: Restructure and manage a comprehensive digital performance suite- spanning Paid Search, Paid Social, and Performance Max- to deliver massive efficiency gains for urgent winter appeals while scaling long-horizon legacy giving.
1. Digital Christmas Appeal: “No Crib for a Bed”
The Scenario: We managed the high-stakes 2025 Christmas Appeal on an initial paid Google media spend of just over £20,000, requiring a sophisticated account restructuring to maximise seasonal donations.
- The Strategy: We completely overhauled the account architecture, deploying streamlined Paid Search campaigns alongside highly optimised Performance Max targeting to capture high-intent donors during peak giving windows.
- The Results: The campaign was shortlisted for the UK Digital Excellence Awards (Standout Charity / Not-for-Profit Campaign of the Year). It achieved a staggering 7.45 ROAS, a 202% increase in Return on Ad Spend, and a 77% decrease in Cost-Per-Acquisition (CPA) year-on-year.
2. Legacy Giving: “Faith Will” Campaign
The Scenario: Legacy giving involves long-horizon decision-making, making it notoriously difficult to attribute and bridge the gap between initial digital awareness and final offline conversion.
- The Strategy: We implemented a sophisticated hybrid funnel strategy across Meta Ads and Paid Search. This architecture was explicitly engineered to nurture users down the funnel, connecting digital touchpoints directly to offline conversions.
- The Results: The campaign was named a finalist for the Legacy Giving Awards 2026 (Digital Innovation in Legacy Giving). It successfully generated 48 direct legacy conversions and secured 3 brand-new, recurring monthly donors confirmed via direct CRM integration.
3. Post-Holiday Efficiency & Optimisation
The Scenario: Fundraising campaigns often suffer from steep performance drops immediately following major winter holidays as ad costs fluctuate.
- The Strategy: Rather than completely shutting down after the Christmas rush, we strategically identified and capitalised on post-holiday media efficiencies to capture remaining intent at a lower market cost.
- The Results: Performance Max consistently delivered the highest overall volume at a holiday average of £50.37 CPA, but our post-holiday optimisation strategy successfully drove the acquisition cost down to under £30 CPA in the post-holiday window.
The Impact at a Glance
- 7.45x Return on Ad Spend (ROAS) on Google Media
- -77% Year-on-Year Reduction in CPA
- 2x Awards Shortlisted for Digital Innovation & Excellence