How we drove 7x more clicks in CAP's Google Grant account

Through a strategic audit, technical rebuild, and ongoing optimisation, we helped Christians Against Poverty fully unlock the potential of their Google Ad Grant — turning a passive account into an active driver of awareness and engagement.

The brief

Christians Against Poverty (CAP) were already making use of their Google Ad Grant, but their account – originally built by a previous agency – wasn’t being actively managed. As a result, their campaigns were underperforming and not taking full advantage of the $10,000 monthly grant.

CAP asked Arkyard to carry out a full audit of their Google Ads account to identify missed opportunities, restructure campaigns, and implement a long-term strategy to maximise the impact of the grant.

The Approach

We began with a comprehensive audit of the existing Google Ads setup — examining everything from account and campaign structure, bidding strategies, and keyword targeting, through to conversion tracking, measurement accuracy, and data quality.

From this audit, we developed a categorised roadmap of recommendations, prioritised into quick wins and longer-term strategic changes.

Our key actions included:

  • A complete account restructure for improved relevance and control.

  • Rebuilding and improving conversion tracking and measurement to feed the account with stronger, more reliable performance signals.

  • Implementing bidding and keyword strategies aligned with CAP’s objectives — ensuring each dollar of the Google Grant worked harder.

The Results

The impact was immediate and measurable.

Within just four months, CAP went from using less than 20% of their monthly Google Ad Grant to consistently spending the full $10,000 allocation — without compromising ad quality or relevance.

As a result:

  • Grant utilisation increased from <20% to 100%.

  • Traffic from the grant account grew by 7x year-on-year.

  • Visibility and reach for CAP’s key campaigns dramatically improved, supporting their wider mission of tackling poverty and debt across the UK.

Want to get the most out of your Google grant account?

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