Transforming PPC for a leading Children’s charity


we began

Children with Cancer UK are the leading national children’s charity dedicated to the fight against childhood cancer.

Illuminate Digital were awarded the contract to work on Children with Cancer UK’s Google grant account in 2016. The aim to drive awareness, donations, event sign ups and revenue for the online shop. The Google grant ($10k per month) had previously been poorly managed by another agency resulting in the majority of spend coming from highly irrelevant keywords.

Chelsea FC Football PPC
What we did

  • Google Grant
  • Google Ads
  • Bing Ads
  • Paid Social

Firstly, Illuminate Digital applied for the Grants Pro account ($40k per month) and were accepted onto this program increasing the scope of keyword coverage that could be used across campaigns. We worked closely with the Communications Team to set KPI’s for the success of the Google Grant account which informed our campaign strategy.

Due to the irrelevancy of the previous setup, we rebuilt the Google Grant account from scratch focusing on selecting campaigns that would drive conversions for the main charity objectives (listed above). We provided fresh keyword research, ad copy creation and landing page optimisation to help achieve the charity KPI’s. We utilised a best practise structure to control irrelevancy and drive searches to the correct pages on the Children with Cancer UK website.

How it helped


235% Increase in traffic year on year (from launch of the rebuild)


398% Increase in donation revenue from the grant account year on year (from launch of the rebuild


432% Increase in event signs ups from the grant account year on year (from launch of the rebuild)