PPC for Charities: A Guide to Effective Ad Management

Since 2020 the landscape has changed. The way we do business—and the way charities operate—has shifted permanently. Over the last four years, we have invested significant time refining one specific area: PPC for charities.

We’ve seen too many agencies selling gimmicks. We’ve spent years examining the strategies used by everyone from local projects to global NGOs. As Christians, my wife and I have a personal commitment to this sector. We don't just want to support non-profits; we want to help them utilise charity AdWords management to become the most effective organisations they can be.

We’ve managed various Google Ad Grants and learned through years of testing—getting things wrong so we could get them right.

Here is our pragmatic approach to making PPC for charities actually work.

Step 1: Differentiation is Key

This is the most critical step in successful charity AdWords management. Right now, countless organisations and agencies are bidding for the same donors.

Giving is the result of an engagement process. It’s about capturing hearts and minds. If your campaign doesn’t create genuine engagement—if there is no reciprocal exchange of value—you will lose the battle for attention.

The aim of PPC for charities should never be to use conventional methods to bombard people’s pockets. Instead, focus on sharing something valuable first.

Step 2: Educate to Convert

We recommend using video and well-written articles aligned with your PPC campaigns.

Effective charity AdWords management isn't just about the "donate" button; it's about education. Seek to educate potential donors about what you are doing and why you are different. When you attract people at the level of education, they can clearly see what is required.

People searching for specific keywords are already interested. If you communicate clearly, they will decide quickly whether to support you. This method is tried, tested, and converts significantly better than a cold ask.

Step 3: Look Beyond the Conventional

Common keywords in the non-profit sector are expensive. The market is saturated. However, this doesn’t mean there is no room for innovation.

We have spent years testing specific short and long-tail keywords. Good charity AdWords management involves finding the specific areas that draw out genuine interest, then creating landing points that answer questions and take a user’s curiosity to a new level.

Research is key. By targeting specific, niche areas rather than broad terms, we generate value without blowing the budget on expensive clicks.

Our Commitment: Affordable PPC for Charities

A vast majority of our work comes through the charity sector. To support this, we offer a significant discounted rate of £30 per hour on creating and managing PPC for charities.

We keep this rate because it keeps our business running while ensuring your charity gets the best possible value.

Let’s Talk Results

Do you have a Google Ad Grant and need to understand the best way to use it? Are you looking for charity AdWords management that actually reduces ad spend by improving SEO?

We are the bridge between where you are and where you want to be.

Contact us today.