Paid Search
Paid search and paid social that sit beside organic work: year-end, recruitment, appeals, and campaigns a director can measure.
What you get
- A keyword strategy shared with organic, so paid and SEO stop bidding against each other
- Campaigns built around programs and outcomes, not vague brand terms
- Conversion tracking for donations, volunteer sign-ups, event registrations and referrals
- Clear reporting on cost per outcome, not vanity clicks
Paid campaigns that earn their keep
Paid search is not a default retainer. It is for the moments when waiting on organic is too slow: year-end, an emergency appeal, enrolment, recruitment, a clinic opening.
If you are a charity sitting on unused Google advertising credit, start with Google Ad Grants. This page is the work that sits beside the grant, or replaces it when you are not eligible.
What we do
- One strategy with organic. The same keyword and entity research feeds both channels. Paid tells us which messages convert. Organic then builds the ranking.
- Campaigns mapped to programs. Tight ad groups, query-level control, and landing pages that match the promise in the ad.
- Conversions that mean something. Donation with value, volunteer application, event registration, referral form. Measured in GA4 and reported as cost per outcome.
- Paid social only when it has a job. Recruitment, events, and appeals. Not a always-on brand stream.
Who this is for
The comms or digital lead who has a deadline and a number they will have to explain. A first email is enough to tell you whether paid is the lever, or whether the grant and organic should go first.
Frequently asked questions
Should we spend our own money if we already have a Google Ad Grant?
Sometimes. The grant cannot bid competitively on the highest-value donation terms, and it does not cover social or display. Year-end giving, an emergency appeal, or a recruitment push is usually when a small paid budget earns its keep. Grant management itself lives on our Ad Grants page.
Can government or hospital teams use this?
Yes. Public-sector and health organizations often cannot use the Ad Grant. Paid search is then the channel for time-bound campaigns: a benefit enrolment window, a clinic opening, a vaccination push. We still write the account so a comms director can read the report.
How do you keep paid from cannibalizing organic?
One keyword and entity map. Paid tests messages in days. Organic then builds durable rankings around the winners. Running them from two separate strategies wastes both budgets.