Google Ad Grants
The Mix
Managed Google Ads from inside one of the UK's leading youth charities.
- 116k+
- Clicks
- 17.84%
- Click-through rate
- 22%
- Lower interaction cost
- $9.8k
- Grant spend in 30 days
- My role
- In-house Google Ads Manager
- Focus
- Google Ad Grants, Search, Performance Max, GA4 & GTM
- The objective
- Rebuild and optimise a near-inactive Google Ad Grant account
- The outcome
- 1.1M+ impressions, 116k+ clicks, a sustainable account structure
The challenge
The Mix supports young people across the UK with mental health, relationships, money, housing, employment and wellbeing - offering counselling, community, and crisis support.
The organisation relied on Google Ads to connect young people with vital support services, but managing a large Google Ad Grant account meant balancing multiple priorities, improving campaign performance and ensuring the right people reached the right resources at the right time.
The approach
When I took over the account, I discovered hundreds of campaigns that had little relevance to The Mix's current mission. My first task was to build a new strategy, audit the entire account, and start from the ground up.
I liaised with teams across the organisation to develop each service's goals, form new keyword strategies, improve landing pages and user journeys, and implement solid conversion tracking.
Today, the account combines Search and Performance Max campaigns that help young people discover the support that's most relevant to them, while giving The Mix a scalable foundation for future growth.
The impact
The account went from being at risk of deactivation to becoming a key part of The Mix's digital strategy.
The rebuilt Search account now achieves a 17.84% CTR, compared with 5.64% in the same period last year. On the core Get Help campaign, CTR has almost doubled from 8.02% to 15.98%, while average interaction cost has fallen by 22%.
The account has also expanded beyond its previous Search-led structure, with new Performance Max campaigns helping young people discover new support services.
Most importantly, The Mix now has a sustainable Google Ads structure that can grow alongside its services rather than needing another rebuild from scratch.