Donation rate increased 3.2x after simplifying the page and donor message
Traffic was not the problem. The campaign needed a clearer donation promise, fewer form fields, and search campaigns aimed at high-intent donors.
3.2x
Donation rate
After page and campaign restructuring
17.13x
Paid Search ROAS
Measured from donation value
£14K+
Revenue raised
From the tracked campaign period
-67%
Form fields
Nine fields reduced to three
The challenge
The charity was running Google Ads Grant plus paid Search, but donations were flat despite strong traffic. The donation page asked too much too soon and did not make the impact of a donation concrete.
What we did
Rewrote the donation page around a single tangible outcome: what a specific donation amount funded.
Reduced the donation form from nine fields to three to remove unnecessary friction.
Separated grant traffic from paid Search so each campaign could be judged on the right economics.
Restructured keywords around high-intent donor searches instead of broad awareness traffic.
Services used:Google AdsDonation Page CROGrant + Paid SearchConversion Tracking
Engagement duration: Campaign rebuild
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