AI-integrated web design & SEO
Industries
Most charities are sitting on a free search budget they either aren't using or are quietly breaching. The work starts there, then separates the two audiences your site is trying to serve at once.
What you can expect
Google Ad Grant setup, recovery and compliance
Donor and beneficiary journeys treated separately
Reporting that survives a trustee meeting
Service focus
Eligible UK charities can receive up to $10,000 a month in Google Search advertising through the Google Ad Grant. It is genuinely free money, and it comes with rules that are strict enough that a large share of grantees end up suspended without ever being told clearly why. Accounts must maintain a minimum click-through rate, cannot bid on single-word keywords, need conversion tracking configured properly, must run at least two active ad groups per campaign with two ads each, and require a live sitelink structure. Miss the CTR floor for two consecutive months and the account is deactivated.
The second problem is structural rather than technical. A charity website is usually trying to serve two completely different people with one set of pages: a donor deciding whether to give, and a beneficiary deciding whether to ask for help. Those two arrive on different searches, need different language, and convert on different actions. Sites that blend them tend to underperform for both — the donation page reads clinically to someone in difficulty, and the help page gives a prospective funder nothing to assess.
Then there is reporting. Restricted funding means spend often has to be attributed to a specific programme or grant, which standard marketing reporting simply does not do. If your analytics cannot answer 'what did the youth programme's budget actually deliver', that becomes a problem at the next trustee meeting rather than a problem next year.
Common challenges
01
Accounts commonly sit at a fraction of the available budget, or run broad keywords that attract clicks with no intent behind them. Both look like activity. Neither produces donations, volunteers or referrals, and the low click-through rate that results is what eventually triggers deactivation.
02
One navigation, one tone, one set of calls to action for two audiences with opposite needs. The person in crisis and the person considering a standing order should not be reading the same page, and usually should not be entering the site the same way.
03
Funders and individual donors both look for specifics. Pages that describe a mission in general terms, without figures, outcomes or an accessible annual report, give a prospective donor nothing to weigh against the other charity they are considering.
Service breakdown
Application support if you do not yet have the grant, and account restructuring if you do. That means conversion tracking that actually fires, keyword sets built around genuine intent rather than volume, the required ad group and sitelink structure, and monitoring against the click-through rate floor so the account is not lost. If an account is already suspended, reinstatement is usually possible.
Mapping the two audiences to distinct entry points, page structures and calls to action, so support-seeking content is easy to find and quick to act on, and supporter content can do the work of persuading.
Beneficiaries and referrers search for the help itself, not for your organisation's name. Technical health, page structure and content aimed at those searches usually matters more than brand-term visibility.
Turning annual reports, programme data and case work you already hold into pages a donor or grant assessor can actually use. This is the highest-value content most charities already own and have never published usefully.
Analytics and conversion tracking structured so activity can be attributed to programmes or campaigns, which is what restricted-fund reporting and trustee scrutiny require.
Recruitment is a recurring cost for most charities and is well suited to the Ad Grant, since role-based searches are specific and low-competition.
We will review your site, your search visibility and your competitors, then send back the specific fixes worth doing first.
Why us
For a lot of smaller charities the grant, run properly, covers the realistic demand available. If that is the case we will say so rather than recommending paid spend alongside it.
The grant is lost through drift — a metric slipping over two months, not a single mistake. It needs periodic checking, which is the part most setups skip.
Board papers need plain figures and honest commentary, including what did not work. We write reporting to be read by people who are not marketers and are accountable for the money.
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FAQ
You need to be a registered charity in a supported country, hold a valid website with substantive content and secure hosting, and agree to Google's certification around non-discrimination and donation handling. Government bodies, hospitals and schools are generally excluded, though affiliated charitable foundations often qualify. Eligibility is checked at application and re-checked in practice through ongoing policy compliance.
Almost always through the click-through rate requirement. Accounts must maintain a 5% CTR; two consecutive months below it deactivates the account. Broad, high-volume keywords chosen for reach are what pull the rate down. Reinstatement is possible but avoidable — the fix is a tighter keyword set built on intent rather than volume.
Yes. A separate paid account can run alongside the grant, and it is not subject to the same restrictions, including the bid cap that limits grant accounts on competitive terms. Whether that is worth doing depends on whether there is genuine unmet demand once the grant is being used properly, which is worth establishing first.
Talk to us about scope. A lot of charity work is better structured as a fixed piece of setup and training, with the ongoing running handed to your team, rather than an indefinite retainer. We would rather build something you can run than create a dependency on a supplier.
Free consultation
Tell us what you want to grow and we will review the best next steps for your website, search visibility, and enquiries.