The Client
The following case study highlights how Heartburn Cancer UK, a charity dedicated to raising awareness and supporting individuals at risk of oesophageal cancer. Since partnering with the charity, we’ve been able to help Heartburn Cancer UK spend their full Google Ad Grant budget effectively, ensuring maximum reach and impact for their campaigns.
Their Challenge
Heartburn Cancer UK, which is a charity focused on raising awareness of oesophageal cancer and the dangers of persistent heartburn, had previously been running Google Ads campaigns but were not getting the full potential of their Google Ad Grant. While ads were active, the account wasn’t spending the full monthly budget, meaning valuable opportunities to reach people searching for advice, symptoms, and support were being missed.
Our Solution
We took over management of Heartburn Cancer UK’s Google Ads account and implemented a strategy to maximise their free Google Ad Grant spend and increase visibility for their cause:
We built targeted campaigns focused on key awareness topics, including symptoms of oesophageal cancer and reflux.
Launched a Performance Max campaign to promote upcoming fundraising events and reach new audiences likely to support or donate.
Created audience-specific ad copy and extensions tailored to people searching for symptom information, support groups, or ways to get involved.
Regularly optimised budgets and keywords to ensure the full Ad Grant allocation was being used effectively every month.
The Results
After launching the optimised Google Ad Grant campaigns:
Impressions and clicks increased significantly, driving far greater awareness of heartburn symptoms and oesophageal cancer.
Conversions improved, with more users engaging through event sign-ups, information downloads, and support resources.
The full Google Ad Grant budget is now being utilised each month, ensuring maximum exposure and value from the funding available.
Campaign insights now guide future activity, with plans to create additional campaigns for upcoming fundraising events, awareness initiatives, and so on.
With a clear campaign structure and full use of their Google Ad Grant, Heartburn Cancer UK is now reaching more people, raising vital awareness and successfully promoting upcoming events and initiatives.
18%
Improved Conversion Rate
100%
Google Ad Grant Spend
18%
Improved CTR
