Free Digital Marketing Support for Our Charity of the Year 2025

Habitat for Humanity GB is an international charity fighting global poverty and homelessness through housing. Their vision is a world where everyone has a safe place to call home, and they work across nearly 70 countries to build affordable homes, respond to disasters, and support communities in breaking the cycle of poverty. In Great Britain, their Empty Spaces to Homes programme transforms vacant non-residential buildings into affordable housing for vulnerable people.

When we began working with Habitat for Humanity GB as our Charity of the Year 2025, there were two key programmes the team were keen to push: Global Village, their overseas corporate volunteering initiative, and Empty Spaces to Homes, their domestic housing programme.

The Google Grants account needed to support this activity, but it was currently running a single brand campaign on expanded text ads (rather than the newer responsive search ads), with conversion tracking that had stopped working when Universal Analytics sunsetted in July 2023.

The grant budget wasn’t being utilised to its full potential, so, as our Charity of the Year 2025, we worked across three areas to improve this.

• Creating targeted campaigns for Global Village and Empty Spaces to Homes
• Fixing the conversion tracking to produce reliable data to support the Google Grant account
• Implementing an effective branded campaign using the latest ad types and techniques

Launching the key campaigns

The main focus was building and launching campaigns for Habitat for Humanity GB’s two priority programmes. Global Village targets corporate partnerships and team building, promoting overseas volunteering trips that create long-term connections with the charity.

Empty Spaces to Homes raises awareness of their domestic initiative to convert vacant non-residential buildings into affordable housing for vulnerable people. Both campaigns launched alongside a wider nationwide push, with Empty Spaces to Homes supported by billboard advertising across London.

Google Grants accounts are limited to text-based search campaigns, so the quality of the ad copy and campaign structure matters even more. We built tightly targeted campaigns around high-intent search terms, wrote compelling responsive search ads, and made use of every available ad asset, from sitelinks and callout extensions to structured snippets, all maximising visibility and click-through rates within the grant account.

Setting up the tracking

To give the new campaigns the best chance of success, we worked on improving the account’s conversion tracking. We implemented GA4 and Google Ads conversion tracking, added micro conversions to capture the full user journey, set up Enhanced Conversions for improved accuracy, and configured Google Consent Mode v2. This gave the algorithm meaningful data to work with for the first time since 2023.

Refining the brand campaign

Once the programme campaigns were established and generating data, we turned to the existing brand campaign. We condensed multiple ad groups into one with a mixture of keyword match types, replaced the target CPA bid strategy with one that could build momentum, rewrote the ad copy as responsive search ads with 15 headlines and 4 descriptions, and refreshed all ad assets including sitelinks and callout extensions.

Digital assets and consulting

Alongside the Google Grants work, as part of our Charity of the Year package, we designed engaging and flexible digital assets to support Habitat for Humanity GB’s ongoing activity across their channels.

Throughout our 2025 partnership, we also provided general marketing consulting, advising on broader digital strategy to help amplify their mission.

Comparing the last three months of 2025 to the same period the previous year, the results reflect a transformed account. Impressions grew by over 1,140% and clicks by nearly 872%, driven by the new programme campaigns and the refined brand campaign working together.

The 79 conversions represent an entirely new capability for the account. With no working conversion tracking in place since 2023, there was no recent baseline to compare against. The 15.34% conversion rate demonstrates that the campaigns are reaching the right audiences and driving meaningful actions that directly support Habitat for Humanity GB’s mission.

Grant spend increased from virtually nothing to over US$2,600 in the same period, a clear signal that the account is now actively competing for and winning impressions it was previously missing.

• A full Google Grants audit, rebuild, and ongoing management for an international housing charity
• New conversion tracking, campaign strategy, and digital assets to support their mission
• Visitors who landed on the website via Google Ads went on to complete valuable on-site actions