Move For Mental Health

Move for Mental Health encouraged people across the UK to run, walk, cycle or move throughout May while raising money for SHOUT's mental health support.

As a brand-new campaign, there was no previous Google Ads data to work from. The challenge wasn't simply to generate registrations - it was to find people with enough fundraising intent to sign up and then actively raise money.

I built the Search campaign around two audiences: people actively looking to fundraise for a mental health charity, and runners looking for their next challenge.

Once enough data came in, the 30km Challenge began outperforming the broader fundraising messaging, achieving a 6.10% CTR compared with 4.56%.

I shifted the strategy accordingly, refining keywords, negatives and ad copy while judging success against active fundraisers rather than registrations alone.

The campaign generated 30 registrations, with 14 going on to become active fundraisers - an activation rate of almost 47%.

After the optimisation work, 10 of the 14 active fundraisers were acquired, with the cost per active fundraiser falling to £27.94.

Across the campaign, Google Ads generated 529 clicks at a 5.20% CTR.

Most importantly, the work demonstrated that Paid Search could do more than generate traffic or sign-ups - it could bring in people who went on to actively fundraise.