We began our partnership with St Basils by taking full responsibility for managing their Google Ad Grant account, ensuring the charity could make the most of the $10,000 in monthly ad credits available to them through Google’s nonprofit program. With a focus on relevancy and compliance, we restructured their search campaigns to prioritise high-intent keywords related to youth homelessness, support services, and volunteering opportunities — driving qualified traffic from individuals actively looking to engage with or support a cause like St Basils’.
To build on this, we developed a wider multi-channel digital strategy designed to increase visibility, grow supporter engagement, and ultimately help raise the funds needed to sustain and expand their critical services. Our team introduced a tailored Google Display and Meta (Facebook and Instagram) campaign plan, split between prospecting and remarketing audiences, to reinforce awareness and nurture potential supporters through the decision-making journey.
Recognising the importance of St Basils’ flagship fundraising events — such as the Big Sleepout, Hike for Homeless, and Solihull Woof Run — we created event-specific ad campaigns to drive awareness, registrations, and community involvement. These campaigns were further amplified through LinkedIn (to reach corporate partners and professional networks) and Snapchat (to engage younger audiences directly).
Using platform-specific strategies and constant performance optimisation, we ensured that every channel worked hard to support both year-round awareness and time-sensitive campaign goals. We’ve continuously monitored engagement metrics, sign-up behaviour, and traffic flow — using these insights to refine messaging, creative assets, and audience targeting for stronger results with every campaign cycle.
From visibility to conversion, every piece of the strategy is tied back to St Basils’ mission: helping young people facing homelessness across the West Midlands. And we’re proud to play a part in that mission.
