The Mix
Role: In-house Google Ads Manager
Focus: Google Ad Grants, Search, Performance Max, GA4 & GTM
Objective: Rebuild and optimise a near-inactive Google Ad Grant account
Outcome: 1.1M+ impressions, 116k+ clicks, a sustainable account structure
1.1 million+ impressions
116,000+ clicks
10.42% click-through rate
Managed Google Ads from inside one of the UK's leading youth charities.
The challenge
The Mix supports young people across the UK with mental health, relationships, money, housing, employment and wellbeing - offering counselling, community, and crisis support.
The organisation relied on Google Ads to connect young people with vital support services, but managing a large Google Ad Grant account meant balancing multiple priorities, improving campaign performance and ensuring the right people reached the right resources at the right time.
The approach
When I took over the account, I discovered hundreds of campaigns that had little relevance to The Mix’s current mission. My first task was to build a new strategy, audit the entire account, and start from the ground up.
I liaised with teams across the organisation to develop each service’s goals, form new keyword strategies, improve landing pages and user journeys, and implement solid conversion tracking.
Today, the account combines Search and Performance Max campaigns that help young people discover the support that's most relevant to them, while giving The Mix a scalable foundation for future growth.
As The Mix develops new services, I continue to expand and optimise the account - using search-term data to refine keywords, strengthen assets and create ad groups around emerging user needs.
The impact
When I inherited the account, it was close to deactivation due to inactivity and policy issues.
Today, it has become an integral part of The Mix's digital strategy, supporting young people across a wide range of services.
More importantly, the account now provides a sustainable platform for future campaigns, new services and ongoing optimisation.
One of the most rewarding parts of this project has been knowing that behind every click is a young person looking for support. Helping them find the right service has always been the measure of success - not just the campaign metrics.