PACT: Boosting Adoption Enquiries with Cost-Effective PPC Campaigns

Campaign highlights

  • 7% MoM Conversion rate
  • 50 – 70 Monthly conversions
  • Reduced budget campaign

Client challenge


PACT, a dedicated UK-based adoption charity, came to us with a heartfelt mission and a clear set of goals:

  • Reach as many potential adopters as possible
  • Build meaningful brand awareness in key regions
  • Drive a greater number of enquiries about adoption opportunities

They needed a smart, efficient strategy to make every penny count while delivering measurable impact. That’s where our team stepped in.

What we did: Reduced Budget, Big Impact


With a focus on helping children waiting for adoption find their forever homes, the charity organisation needed a targeted strategy that would reach the right audience effectively in the South East and South West of the UK. To achieve this, we implemented a cost-effective Pay-Per-Click (PPC) strategy combining a local, hyper-targeted approach and a broader campaign.

We recognised the need to reach both local communities and a broader audience. To achieve this, we developed a two-part PPC approach:

1. Targeted Regional Campaign

We focused on specific areas in the South East and South West of the UK – regions where the charity regularly hosts free adoption information events. This hyper-local targeting allowed us to maximise interest from nearby individuals who were more likely to attend in-person events and take meaningful action.

This approach ensured the limited budget was directed toward the most responsive audiences.

2. Broad Adoption-Focused Campaign

To complement the regional strategy, we launched a broader campaign aimed at reaching individuals actively researching adoption. By targeting high-intent keywords such as adopt a child and adoption services, we were able to engage a wider pool of people at various stages of their adoption journey.

This broader reach helped expand the charity’s visibility and reinforced their position as a trusted resource for prospective adopters.

Both campaigns included:

  • Clear Call-To-Actions (CTAs): Whether it was attending a free information event or submitting an adoption inquiry, each ad was designed with a specific action in mind.
  • Optimised User Flow: The ads led directly to user-friendly landing pages that made it easy for visitors to take the next step, whether it was requesting more information or submitting their details for follow-up.
  • Continuous Optimisation: We regularly refined targeting, tested ad variations, and adjusted bids to maintain strong performance and cost-efficiency.

The Results: Targeted Reach for an Impressive ROI

  • High Conversion Rate: Over the span of a year, the campaign consistently achieved a conversion rate of over 7% month-over-month (MoM).
  • Cost-Effective: Despite spending just £760 per month, the organisation received between 50-70 conversions monthly – an incredible return on investment.
  • Targeted Reach: The ads’ high precision in targeting allowed the campaigns to effectively engage the right individuals at the right time, ensuring that the leads were not just numerous, but highly relevant to the organisation’s mission.
Conversion rate graph

Impact: Turning Purpose into Action

With a clear mission and a thoughtful, data-driven PPC strategy, our client proved that even with a modest budget, big things can happen. By reaching the right people at the right time, they didn’t just boost enquiries, they opened the door to more forever families.

This campaign is a testament to what’s possible when purpose meets precision. With the right support and strategy, meaningful change is always within reach.

If you’re looking for an agency who can not only help you grow your reach with strategic PPC campaigns but generate more meaningful leads and make your marketing budget work harder, get in touch with our experts today!