FARRER

Founders... what if I told you that I have brought in £20K/month in revenue for our business this year… from spending just £500 per month on LinkedIn ads... We have built and tested this strategy on ourselves - and now we’re helping others do the same. If you’re a founder who's active on LinkedIn (or ready to be..) and want predictable inbound leads… let’s chat. Entry is £500/month fees + £500/month ad spend - £1K all in per month to start generating leads. Worth it? Drop me a message or book in a call via Calendly - https://lnkd.in/eza3K_bH

Charities 📣 Giving season is approaching. Appeals, fundraisers, the Big Give… lovely quiet time of year, then. Are we ready? Is your Google Ad Grant ready? Meta strategy in place? Landing pages doing their job? There’s little point working hard to get potential donors onto your website, only to lose them at the donation form. Time will only get tighter. Test now. It doesn’t need to be a full rebuild. Start with 30 minutes a week. Check the copy. Follow the navigation. Try donating on your phone. Any snags? Fix them before you’re paying to send more people there. Your Ad Grant can help you learn, too. What are people searching for? Does your website answer those questions? Which ads get clicks and what happens afterwards? Where are people dropping off? Relevant searches you’re missing because you don’t have the right content? There’s the start of your content plan. Imagine a donor giving you thousands each month specifically for Google Ads, then asking how it’s performing.“ Ah. It’s on the list.” YIKES. Without a clear plan, you risk losing people you’ve worked hard to reach, and repeating the same mistakes next appeal. At FARRER, we support over 60 charities, putting strategies in place that keep testing, learning and improving. And, crucially, take a chunk of time and stress off your plate. Simple packages. 30-day notice periods. Some pretty spectacular results already this year. It all starts with a discovery call and a review of your current activity.If you’d like to sense-check your plans, feel free to book some time in. Book a call here - https://lnkd.in/eaaZ8UhF

Charities 📣 Are you struggling to get your Google Ad Grant spending? Stuck between $100 and $400 per month, or spending nothing at all? Before you rewrite every ad, check what you’re actually asking Google to do. We recently inherited an account where the campaign setup was pretty sound. A few tweaks needed. Nothing dramatic. But it just wouldn’t spend. Anything at all. Then we looked properly at the conversion setup. Loads of primary conversions. All set as account-default goals. Every campaign trying to optimise towards all of them. The digital equivalent of giving someone 14 priorities and saying, “They’re all equally important.” I get it, but a simplified approach works best. We had a tidy-up. Removed redundant goals. Moved some supporting actions to secondary. Focused the campaigns on a couple of meaningful primary conversions. Within a month, monthly Grant spend surpassed $5,000. Crucially, the campaigns were appearing for the keywords we wanted. Maximise Conversions, a campaign type we typically see the best results with needs a clear idea of what success looks like. If your conversion setup is a muddle, Google is unable to optimise. If your Grant is feeling a bit stuck, ping me a message. Happy to take a look. Book a call - https://lnkd.in/eaaZ8UhF

Buzzing to welcome Cool Earth to the Farrer Charity Programme. If you haven't come across them before, Cool Earth works alongside Indigenous communities living in tropical rainforests, supporting the people who are best placed to protect them. It's an incredible organisation with a brilliantly clear mission. Our role is to help them get the very most from the Google Ad Grant. That's up to £7,000 of free Google advertising every month, putting their work in front of people actively searching to support rainforest conservation. It's one of the biggest opportunities available to charities, particularly in the environmental, conservation and wildlife sector, where search demand and intrigue is always present. Really excited to be working with Kaite and the team, plus to play a small part in helping more people discover the incredible work the team at Cool Earth are doing.

Right, Environmental, Wildlife & Animal Welfare Charities 📣 Over the last few years, we've quietly become one of the UK's most experienced paid acquisition teams in your sector. We've have the privilege of working with: • The Wildlife Trusts • Tusk • Climate Group • Bumblebee Conservation Trust • International Cat Care • Surrey Wildlife Trust • Warwickshire Wildlife Trust • Animal Aid • Trees for Cities • Surfers Against Sewage • Garden Organic • UK Centre for Ecology & Hydrology (UKCEH) • Cool Earth • Climate Outreach Working across organisations like these gives you something you can't build from a single account. Perspective. You start to recognise patterns. Where demand exists. What messaging motivates people to act. What a website needs to convert. Which channels are worth testing. And ultimately, what drives impact. Every organisation has different objectives, audiences and budgets. But the question is always the same: How do we create more impact from every pound invested? That's what we spend every day solving. If you're an environmental, wildlife or animal welfare charity looking to get more from your paid acquisition, I'd love to have a conversation. https://lnkd.in/eaaZ8UhF Michelle Emma Emma Kaite Charlie Dan Emeline Billie Marcus Alice Josh Tina Marianne Lisa Terri-Anne Emma Rachel Jade

Charities, let’s talk TikTok Ads 📣 TikTok Ads can work for charities. But that doesn’t mean every charity should be using them? Let me tell you what I mean. We recently tested TikTok alongside Meta for Animal Aid’s campaign to build support for a petition to ban greyhound racing. TikTok added genuine value. It delivered substantial incremental reach at a comparatively low cost and, once the campaign gained momentum, generated a consistent flow of petition actions. But Meta remained comfortably stronger where it mattered most. It produced the overwhelming majority of actions, with a much lower cost per meaningful conversion. Users arriving through Meta were also considerably more likely to continue from the campaign landing page to the petition itself. That distinction matters. Cheap reach or traffic doesn’t necessarily translate into efficient action. Our view is that TikTok is most justified when: - There is a clear audience and behavioural fit for the cause - The charity has creative that feels native to the platform - Meta is already sufficiently funded The remaining budget is large enough to give TikTok a meaningful test If the total budget is limited, spreading it too thinly usually creates diversification without much impact. In most cases, Meta should still command the majority of social spend because of its audience depth, optimisation maturity and ability to convert demand at scale. The Animal Aid test also reinforced a few more specific points: - Warm audiences were particularly valuable on TikTok - Relevant interest audiences offered a stronger starting point than relying on scale alone - Direct, statistics-led creative and emotional calls to action travelled well across both platforms Longer survivor stories were harder to communicate through static ads and would be better developed as video So I wouldn’t describe TikTok as an alternative to Meta for most charity campaigns. It is better viewed as an incremental channel: useful when the audience, creative and budget justify expanding beyond the platform already doing the heavy lifting. If you're interested in testing new platforms to engage new audiences or think their might be room for improvement when it comes to your paid ads feel free to book in a discovery call and we can get an audit booked in - https://lnkd.in/eaaZ8UhF