Paid media for a counselling charity
How I reviewed a counselling charity’s advertising accounts, clarified priorities and redirected budget towards the services with the greatest need.
PAID MEDIA
The challenge
The charity used Google Ads, Google Ad Grants and Meta to promote counselling, attract donations and raise awareness. It needed to reduce advertising costs while keeping its services visible to people looking for support.
My role
I reviewed the accounts, developed the media plan and restructured campaigns. I also reallocated budget and worked on advertising for a new digital support tool.
What I worked on
Reviewing the accounts and priorities
I reviewed performance across the three advertising platforms and developed a plan for brand searches, new customer acquisition and retargeting. The plan prioritised the charity's key services and the channels most likely to support them.
Campaign structure and budget
I reorganised the campaigns to make targeting and performance easier to manage. I moved spend from underperforming activity to priority counselling services and reviewed spending on competitive non-brand keywords.
Creative testing on Meta
I developed a testing plan to compare ads and understand which messages and formats suited each audience.
Promoting the digital support tool
I worked on a Meta campaign for a free AI-powered tool that helped parents manage conflict. The ads explained what the tool offered and directed people to its page. Different images and copy were tested with relevant parenting audiences.
What changed
The published results reported:
20% lower Google Ads spend.
20% more counselling conversions month on month.
33% lower cost per acquisition month on month.
Meta engagement improved, and the support-tool campaign increased visits to its page. Advertising spend was focused on the services the charity had prioritised.
Need to make a limited advertising budget go further?
I can review your campaigns with you and identify where spending supports your organisation's priorities and where it needs to change.
The Creative Shak
Performance marketing consultancy led by Alessia.
CONTACT
info@thecreativeshak.co.uk
+44 7752 981930
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London N19 4DR
United Kingdom
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