Charity
Google Ad Grants Strategy & Management
Paid Search Campaigns
Safeline is a national charity working to prevent sexual abuse and support survivors. But when it comes to online advertising, raising awareness around such sensitive topics isn’t easy – especially when major platforms restrict certain keywords to prevent exploitation.
Search engines rightly block ads using certain sensitive terms. While well-intentioned, this presents a unique hurdle for charities like Safeline, who are trying to reach people in crisis.
Our challenge was to understand how survivors might search for help and find a way to connect them with Safeline – all while staying within Google’s strict advertising policies.
We began by getting under the skin of the organisation – understanding not just Safeline’s goals, but the mindset of the people they’re trying to reach. From there, we used carefully structured Google Ads campaigns that avoided restricted terminology while still aligning with what survivors were actually searching for.
We also helped Safeline access and manage £200,000 of free Google Ad Grants advertising, allowing them to reach vulnerable individuals without spending charity funds.
Services Delivered
