How Kidscape achieved a 362% increase in conversions on its PPC campaigns
The Challenge
Rebuilding PPC from the ground up
After a few years of working with Aira to manage and optimise their Google Ad Grant account, Kidscape underwent a complete rebuild of its website. During this time, ads were paused for an extended period.
When the new site launched in August 2024, the challenge went beyond simply switching the ads back on. The new site meant that ad structures were now outdated, and the ads no longer aligned with the charity’s refreshed messaging, website structure, and conversion actions.
The campaigns needed to be rebuilt entirely to restore visibility and engagement rates, as well as ensure that the Ad Grant budget was being used efficiently to drive traffic and conversions to the new website.
The Solution
Creating new campaigns built to target key service pages and comply with Google's Ad Grant requirements
Rather than simply re-optimising the campaigns built around the previous website, we took this opportunity to create an in-depth, revised campaign structure with each ad group relating to one of the new pages. We mapped out key themes on the website and grouped these into campaigns. We then completed extensive keyword research surrounding the multiple audiences seeking support from Kidscape.
"What sets Aira apart is their genuine passion for our mission. They don’t just provide us with SEO and Ad Grant support, they take the time to understand our goals, offer thoughtful advice, and consistently look for ways to help us do more," says Ashley.
Our approach also included rewriting the ad copy to better communicate the charity’s messaging and values, whilst making certain that the ads were optimised for search engine results.
Once the refreshed ads and campaigns were set live, we spent time refining our targeting and bidding while ensuring compliance with Google’s Ad Grant requirements. This new ad structure gave us a strong foundation for ongoing optimisation and growth.
We also made time to conduct an audit of the site and suggest improvements to further optimise the user's experience after they clicked on Kidscape’s ads, or landed on the website organically.
The Results
A 362% increase in conversions, a real increase in meaningful engagements across the website.
Following the optimisation of the restructured PPC campaigns, we saw significant improvements across all key metrics.
Clicks increased by 121% year on year, as our new campaign targeting and keywords drove more traffic. A 362% increase in conversions demonstrated that the revised account was not only attracting more traffic but also meaningful engagements with the website.
"Their team is warm, considerate, and always approachable. No question is ever too small, and their client care is second to none, something that’s both rare and deeply appreciated." says Ashley.
We also saw a 57% increase in the accounts' click-through rate, highlighting the improvement in ad relevance and taking performance well above the Google Ad Grant requirement of a minimum click-through rate of 5%.
These results have increased the overall visibility of Kidscape’s incredible work and services, and have allowed them to continue providing vital support to the children and families who need it the most.