Case Study:
The Wren Project
The Wren Project is a charity supporting people living with autoimmune disease through listening support, peer connection and accessible services. This includes one-to-one and group sessions, support for young people, and wider activity around fundraising and volunteer recruitment. To support this work, The Wren Project uses a Google Ads Grant, but needed support to regain control of the account and ensure it was being used effectively, compliantly and in line with organisational priorities.
The challenge was to turn an underperforming grant account into a strategic tool that could support access to services and sustainable growth, while ensuring the charity retained ownership and confidence in how the account was managed.
What we did for The Wren Project:
We worked alongside The Wren Project to help them regain control of their Google Ads Grant account, starting with a full review of the existing setup. This included assessing campaign structure, targeting, keyword strategy and compliance with Google Grant requirements, identifying where performance and governance could be improved.
Campaigns were restructured collaboratively to better reflect the charity’s core activities. We developed targeted campaigns to support fundraising, volunteer recruitment and awareness of services, including listening support for people with autoimmune disease, young person services, and both one-to-one and group sessions. This ensured paid search activity aligned clearly with real support pathways rather than generic traffic.
Compliance was a core focus throughout. We supported the charity in meeting Google Ads Grant requirements while improving performance, reducing risk and restoring confidence in the account. Ongoing guidance and refinement ensured the team could maintain control and understanding as activity evolved.
In conclusion
By supporting The Wren Project to regain control of its Google Ads Grant, digital marketing has become a practical, mission-led tool rather than a technical burden. Campaigns now support fundraising, volunteer recruitment and access to services in a way that is transparent, compliant and aligned with the charity’s purpose, while ownership remains firmly with the organisation.
