Asthma + Lung UK’s Google Ad Grants account was showing up for barely a tenth of relevant searches. We rebuilt it around the conditions and questions people actually search for, nearly tripling its impressions while cutting the cost per click
147% more impressions | 31% more conversions | 17% reduction in cost per click
Every day, people across the UK search for answers about breathlessness, persistent coughs, and conditions they may have only just been diagnosed with. For many of them, Asthma + Lung UK is exactly the right place to turn – offering helpline support, expert health advice, and guidance on conditions from asthma to idiopathic pulmonary fibrosis.
But when we took over their Google Ad Grants account, the charity was showing up for fewer than one in ten of those searches. We rebuilt the account from the ground up to change that.
An Ad Grants account that wasn’t structured to perform
When we took over the account, it was clear it wasn’t built to capture the full demand available. Search impression share across the account sat below 10%, meaning the charity wasn’t showing up for the vast majority of relevant asthma and lung health searches.
Several ad groups had no keywords attached, so they were never eligible to serve ads against the searches they were meant to capture. That was a structural gap that was limiting how much of the account could actually compete.
The result was an account that wasn’t reaching anywhere near the number of people searching for information on asthma, COPD, pulmonary fibrosis and related conditions who could benefit from the charity’s advice, helpline and support services.
Rebuilding around lung conditions and search intent
We rebuilt the account from the ground up around the specific conditions and questions people were actually searching for, rather than one broad, unfocused structure.
We created new condition-specific campaigns for high-intent informational searches covering topics such as lung capacity and lung function, nebuliser use, Pseudomonas infection, bronchiectasis, and idiopathic pulmonary fibrosis. These campaigns targeted people looking for information on symptoms, diagnosis, and treatment.
Every ad group was properly populated with relevant keywords, closing the gap that had been leaving parts of the account unable to serve ads at all.
We rewrote ad copy to reflect Asthma + Lung UK’s genuine expertise and give searchers a clear reason to click through, and reviewed landing page relevance throughout, so that once people arrived on the site, the content matched what they had been searching for.
The aim was the same as with every Ad Grants account we manage: not just more traffic, but the right traffic. In this case, that meant people with a genuine information need who were likely to engage with Asthma + Lung UK’s advice and support.
147% more reach and 92% more people engaging
The results of our work on Asthma + Lung UK’s Ad Grants account show we have succeeded in reaching that engaged traffic.
Impressions almost trebled, up 147%
Conversions grew by 31%.
Search lost impression share (budget) climbed to 34.67%, a sign that the account is now approaching the ceiling of what the current grant budget can support (a good problem to have!)
We were able to rebuild the account around real search intent and make sure every ad group could actually compete for the traffic it was targeting. This turned an underperforming Ad Grants account into one that’s reaching and engaging far more of the people Asthma + Lung UK exists to support.
“Charlotte and the team at Platypus have been fantastic to work with since taking over our Google Ad Grants account,” said Clare Phelan, Senior Marketing Officer at Asthma + Lung UK.
“We’ve been incredibly impressed with both the results they’ve delivered and the way they work. They took the time to understand our organisation and objectives, and their expertise, strategic thinking and proactive approach have significantly increased the account’s visibility and performance.
“Most importantly, this has helped more people with lung conditions find Asthma + Lung UK’s support and information online when they need it.
The team are knowledgeable, responsive and genuinely invested in our success, making them a pleasure to work with. We look forward to continuing our partnership.”
