Charity PPC Agency
Charity PPC Agency Built for Impact & Donations
Specialist Google Ads management for charities, non-profits, and social enterprises. We maximise your Google Ad Grants ($10K/month free ads), manage paid campaigns alongside grants, and drive donations, volunteer sign-ups, and event registrations — not just website traffic. Senior specialists only. No contracts.
Companies we've worked with
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Charity Ads Problems We Fix Every Week
These are the most common issues we see with charity Google Ads and Ad Grant accounts.
Google Ad Grant Getting Suspended?
Google's Ad Grants programme gives charities up to $10,000/month in free Search ads — but it comes with strict compliance rules. 5% minimum CTR, no single-word keywords, no overly generic terms, and active management required. Accounts get suspended when these rules aren't met. We keep your Grant compliant and running.
Grant Traffic But No Donations?
Your Ad Grant drives thousands of visitors but donation conversion rates are near zero. Grant traffic is awareness-level — people searching for information about your cause, not necessarily ready to give. We structure Grant campaigns to maximise awareness AND build separate paid campaigns for high-intent donation targeting.
Not Using Your Full $10K Grant?
Many charities only spend a fraction of their Google Ad Grant each month because campaigns are poorly structured, keywords are too narrow, or quality scores are too low. Unused Grant budget is wasted opportunity. We restructure campaigns to use every available dollar effectively.
$2 Max CPC Limiting Results?
The Ad Grant caps bids at $2 CPC (unless using Smart Bidding on Maximise Conversions). For competitive charity keywords, $2 isn't enough to appear. We use Smart Bidding strategies that overcome the cap while maintaining compliance, and supplement with paid campaigns for high-competition terms.
Can't Measure Real Impact?
Clicks and sessions don't tell trustees what they need to know — how many donations, volunteer registrations, event sign-ups, and petition signatures did Google Ads generate? We implement conversion tracking for every meaningful action so you can report real impact, not just traffic.
No Strategy Beyond the Grant?
The Ad Grant has limitations — Search only, no Display, no remarketing, no Shopping. A comprehensive Google Ads strategy for charities combines the free Grant for awareness with paid campaigns for remarketing, Display, YouTube, and high-intent donation targeting. Most charities only use one or the other.
"We were losing our Ad Grant every quarter because of CTR issues. Visionary restructured everything, and we haven't had a single suspension in 18 months. They treat our grants like it's their own money — because they care about the impact."
Rachel Howell
Digital Manager — UK Health Charity
"Our Google Ad Grant was just driving awareness. Working with Visionary, we added paid donation campaigns, and our cost per donor dropped by 40%. They showed us how to combine channels. Game-changing."
David Okonkwo
Head of Fundraising — International Development Charity
Local SEO: How a Service Business Went From Invisible to Fully Booked
A local service business with zero online visibility. We built their local presence from scratch and turned Google into their #1 source of new customers.
Learn How We Did ItAvg. Map Rank
GBP Revenue/Month (from £4K)
Waiting List (from empty diary)
Rankings Across Service Area
Our Approach
We Don't Just Manage Grants. We Maximise Your Impact.
What separates generic PPC from charity-specialist campaign management.
Grant + Paid Combined Strategy
The Google Ad Grant is powerful but limited — Search only, $2 CPC cap (without Smart Bidding), no remarketing.
We use the Grant for broad awareness and information-seeking queries, then layer paid campaigns on top for remarketing, Display, YouTube, and high-intent donation keywords that the Grant can't win. Two channels working together, one unified strategy.
Compliance Without Compromise
Google's Ad Grant compliance rules are strict. 5% minimum CTR across the account, no single-word keywords, no overly generic terms, proper conversion tracking, and active monthly management.
We maintain compliance while pushing performance. No suspensions. No performance sacrifices.
Impact Measurement
Your trustees don't want to see CTR and impressions. They want to know how many donations came from Google, what's the cost per volunteer sign-up, and how many event registrations can be attributed to ads.
We implement conversion tracking for every meaningful action — donations, sign-ups, registrations, petition signatures, downloads — and report in language your board understands.
Donor Journey Mapping
Donors don't give on their first visit. They discover your cause, learn about your work, build trust, and then donate — often weeks later.
We build campaign strategies that nurture supporters through this journey. Awareness via Grant, engagement via content, and conversion via remarketing and high-intent paid campaigns.
Services
Google Ads for Every Charity Goal
Dedicated campaigns for every way your charity drives impact.
Google Ad Grant Management
Full management of your $10,000/month Ad Grant. Setup, campaign structure, keyword strategy, compliance monitoring, and performance optimisation. If you don't have a Grant yet, we handle the application process.
Paid Donation Campaigns
High-intent Search campaigns targeting people ready to donate to your cause. Paid campaigns bypass the Grant's limitations — higher bids, better positions, more competitive keywords.
Display & YouTube for Awareness
Brand awareness campaigns reaching new audiences across Google Display Network and YouTube. Cause-related content, impact stories, and video campaigns that introduce your charity to potential supporters.
Remarketing for Donor Conversion
Re-engage website visitors who learned about your cause but didn't donate. Multi-stage remarketing — from initial awareness to 'donate now' campaigns. Convert supporters into donors.
Event & Campaign Promotion
Time-limited campaigns for fundraising events, appeals, awareness weeks, and seasonal campaigns (Christmas giving, Giving Tuesday). Fast activation, maximum reach during critical periods.
Volunteer & Supporter Recruitment
Campaigns targeting people searching for volunteer opportunities, advocacy causes, and ways to support charities in your sector. Separate conversion tracking for volunteer sign-ups vs donations.
Our Process
How We Build Your Charity Google Ads Strategy
Charity Account Audit
Review of Ad Grant compliance status, paid campaign performance, conversion tracking, and website readiness. If no Grant exists, we assess eligibility and begin the application.
Grant Setup & Compliance
Grant account structured for compliance — proper keyword strategy, ad group organisation, quality score optimisation, and Smart Bidding configuration. Conversion tracking implemented for all meaningful actions.
Combined Campaign Architecture
Grant campaigns for awareness and information queries. Paid campaigns for high-intent donations, remarketing, Display, and YouTube. Each channel has a clear role. No overlap, no waste.
Impact Tracking & Attribution
Every donation, volunteer sign-up, event registration, and petition signature tracked and attributed. Monthly reporting in trustee-friendly language. Google Analytics configured for charity-specific goals.
Continuous Optimisation
Weekly — Grant compliance monitoring, keyword performance analysis, donation campaign optimisation, and seasonal campaign management. CTR maintained above 5% threshold.
Scale & Expand
New campaigns for appeals and events, expanded awareness reach, additional paid budget during peak giving periods. Every expansion measured by impact metrics.
What's Included
What Comes With Visionary Charity PPC Management
Campaign Management
- Google Ad Grant setup & management
- Paid Search campaigns for donations
- Display & YouTube awareness campaigns
- Remarketing for donor conversion
- Event & appeal campaign management
- Bid strategy & budget management
- Ad copy writing for charity messaging
- Seasonal campaign planning
Charity-Specific
- Grant compliance monitoring (5% CTR, keyword rules)
- Grant application support (if not yet active)
- Donation conversion tracking
- Volunteer sign-up tracking
- Event registration tracking
- Trustee-friendly monthly reports
- Impact-focused reporting (not just traffic metrics)
- Direct access to your charity PPC specialist
Google Ad Grant Managed Per Charity Client
Average Increase in Grant Utilisation
Grant Compliance Maintained (Zero Suspensions)
Long-Term Contracts
"Before Visionary, our Google Ads were costing us too much and delivering too little. Now we're using the free Grant properly, we've added smart paid campaigns, and our cost per donation is down 35%. They actually understand charity."
Sarah Brightwell
CEO — Environmental Charity
"The real win was learning that the Ad Grant and paid campaigns work together, not separately. Visionary built that for us from the ground up. Our board can now see exactly where each donation came from."
Tom Ashworth
Marketing Director — Children's Charity
"We switched from a generic agency to Visionary. They got the Ad Grant compliance right away, and they actually cared about our mission, not just the invoice. Best change we made."
Claire Davison
Fundraising Lead — Mental Health Non-Profit
PPC Results: Scaling Spend 3x While Doubling ROAS
Took over an account running at 3x ROAS with £3K/month spend. Within two months we hit 6.82x ROAS at £10.6K/month.
Learn How We Did ItClicks
Conversion Value
ROAS
Ad Spend (from £3K)
Why Us
Why Charities & Non-Profits Choose Visionary
Grant Experts
Full Ad Grant management. Compliance maintained. $10K/month utilised effectively. No suspensions.
Grant + Paid Strategy
Combined approach that most agencies can't offer. Free awareness + paid conversions. Integrated from day one.
Impact Measurement
Donations, volunteers, events tracked. Trustee-ready reporting. Real impact metrics, not vanity metrics.
Donor Journey
Awareness to donation. Every stage covered with the right campaign type. Long-term supporter nurturing.
No Contracts
Month-to-month. Charity budgets need flexibility. Cancel anytime.
Google Ads + SEO
Cause pages ranking organically AND converting through ads. Combined visibility strategy for non-profits.
Zero Suspensions
100% Grant compliance track record. We know the rules. We maintain them. Your Grant stays active.
Direct Access
Senior specialist. No layers. You talk to the person managing your account. No handoffs to juniors.
FAQ
Frequently Asked Questions About Charity Google Ads
"Chris is a very knowledgeable PPC consultant. He made a meaningful difference to our ROAS and revenue where other agencies in the past had failed. I fully recommend him."
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Your Revenue. Our Obsession.
Tell us about your business and we'll show you exactly where the opportunities are — no obligation, no sales pitch.
■ Senior specialists only
■ No long-term contracts
■ Free audit included