Age UK Northamptonshire case study
Google Ad Grantscase study: Age UKNorthamptonshire.
How a local charity turned Google's free ad grant into 4,582 clicks at a 14.64% click-through rate, backed by Facebook Ads and a new trading website.
- UK Search Awards 2025 finalist
- 5.0 on Google reviews
Charity digital marketing in Northamptonshire
Charity marketing built for reach and visibility.
Age UK Northamptonshire is a local independent charity supporting older people across Northamptonshire. LastToLeave ran its Google Ads through Google's Ad Grants scheme, ran Facebook Ads and built a new trading website. The goal was more website visits and stronger brand awareness. Google Ads alone delivered 4,582 clicks at a 14.64% click-through rate. This review uses our previous name, Catalyst.
How we run Google Ads campaigns“They aimed to increase their brand awareness so they can help the elderly as much as they can and that is exactly what we set out to do.”
About the charity
Age UK Northamptonshire helps older people make the best of later life and have a secure and dignified old age. The charity provides a wide range of services, products and opportunities to older people across the county, from care support at home to day centres and gardening services.
Google Ads for charities
Three channels working as one plan.
Each channel had one job. Google Ads reached people searching for the charity's services. Facebook Ads put engaging content in front of the local community. The trading website gave everyone a simple place to find support.
See how we build a marketing strategy-
Paid search
Google Ad Grants.
Google's charity scheme gives eligible charities up to $10,000 a month in free search advertising. We used it to raise awareness of Age UK Northamptonshire and the services it offers older people.
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Paid social
Facebook Ads.
We created engaging ad content for Facebook. The campaigns delivered a low cost per click and a high number of interactions from the charity's local audience.
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Website
A trading website.
We built a dedicated trading website so the community can find and access Age UK Northamptonshire's services easily, with an intuitive and accessible design.
Google Ad Grants campaign structure
One campaign for every service.
Google Ad Grants gives eligible charities up to $10,000 a month of free Google Ads spend. We split that budget across one campaign per service, so every ad matched what people were searching for.
Talk to us about your Google AdsThe strategy for Age UK Northamptonshire was different because it is a charity. The Ad Grants budget is ideal for building brand awareness and showing the full range of services the charity offers to support older people.
- Split every service into its own campaign, including Care Support at Home, Day Centres and Gardening Services.
- Spread the $10,000 monthly grant evenly across all of the campaigns.
- Built each campaign on thorough keyword research, so the ads matched real local searches.
The result was a high volume of clicks at a low cost per click, with a click-through rate well above average.
Charity Google Ads results
4,582 clicks at $1.52 each.
From 15 February 2023 to 22 May 2024, Age UK Northamptonshire's Google Ads spent $6,955 and earned 31,293 impressions and 4,582 clicks. The average cost per click was $1.52 and the click-through rate was 14.64%, against a typical Google Ads click-through rate of around 5%.
Get help with your paid search- 31,293Impressions
- 4,582Clicks
- 14.64%Click-through rate
- $1.52Average cost per click
Charity website design
A charity website that widens its reach.
The trading website gives Age UK Northamptonshire's community a dedicated platform to find and access its services. An intuitive, accessible site helps the charity serve people better and reach more of them.
See how we plan content that converts
A dedicated platform brought several benefits. The website strengthens Age UK Northamptonshire's brand visibility and engages a broader audience, which drives more support for the charity's work.
Analytics on the site show how people use it. The charity can use those insights to tailor its services and marketing, supporting engagement, growth and long-term sustainability.
Age UK Northamptonshire review
Charity client feedback in their own words.
Roger at Age UK Northamptonshire shared this feedback on the new trading website and the support the team gave throughout the project.
See how we keep clients informed“Working with Catalyst has been a game-changer for us at Age UK Northamptonshire. Their expertise in creating our new trading website has significantly enhanced our online presence and user experience. The team was incredibly supportive throughout the process, offering innovative ideas and solutions that perfectly align with our mission. We highly recommend Catalyst for their exceptional service and dedication.”
Charity marketing agency in Brighton
Plan your next campaign with Chris.
Chris is the founder of LastToLeave, the Brighton agency behind the Age UK Northamptonshire campaigns and website. You get one joined-up plan, one team and one point of contact, with monthly reporting and quarterly reviews.
Free call. No pitch deck. No obligation.
Google Ad Grants FAQs
Ad Grants questions, answered plainly.
Straight answers on how Google Ad Grants works and how we used it for Age UK Northamptonshire. Each answer stands on its own.
Read more marketing FAQsWhat is Google Ad Grants?
Google Ad Grants is Google's advertising scheme for eligible charities. It gives a charity up to $10,000 a month of free Google Ads spend to promote its work. For Age UK Northamptonshire, the grant funded search campaigns that raised awareness of the charity and showed local people the range of support it offers older people in Northamptonshire.
How did LastToLeave structure the Age UK Northamptonshire campaigns?
We gave every service its own campaign, including Care Support at Home, Day Centres and Gardening Services. We then spread the $10,000 monthly grant evenly across all of the campaigns. Each ad stayed closely matched to the service people were searching for, which supported a high click-through rate and a low cost per click.
What results did the Google Ads campaigns achieve?
Between 15 February 2023 and 22 May 2024, the Google Ads campaigns spent $6,955 and generated 31,293 impressions and 4,582 clicks. That is an average cost per click of $1.52 and a click-through rate of 14.64%. The average click-through rate for a Google Ads campaign is around 5%, so these ads earned close to three times the typical rate.
What did Facebook Ads add to the plan?
Facebook Ads ran alongside the Google Ads search campaigns, using engaging content created for Age UK Northamptonshire's local audience. The Facebook campaigns delivered a low cost per click and a high number of interactions. Together, search and social gave the charity two channels building brand awareness across Northamptonshire.
What does the Age UK Northamptonshire trading website do?
The trading website gives Age UK Northamptonshire's community a dedicated place to find and access the charity's services. Its intuitive, accessible design makes it simple to find the right support. The website also strengthens brand visibility, and its analytics show how people use the site so the charity can tailor its services and marketing.
Can LastToLeave run Google Ads for my business?
Yes. Google Ads is part of our performance service, alongside organic SEO, email marketing, content marketing, CRO and AI and LLM search. CRO means conversion rate optimisation: turning more visitors into enquiries. LLM search means getting your business named in AI tools such as ChatGPT and Google's AI Overviews. Book a free discovery call to talk through your goals. No pitch deck, no obligation.
Free Google Ads discovery call
Turn your Google Ads into enquiries.
Book a free discovery call. We'll look at where you are, where you want to be, and tell you straight whether we're the right fit.
What happens on the call.
- We look at where your marketing is today.
- We talk through where you want the business to go.
- We tell you straight whether we're the right fit.
Free call. No pitch deck. No obligation.