Customer Story: Hammersmith, Fulham, Ealing & Hounslow Mind

Hammersmith, Fulham, Ealing, & Hounslow Mind (HFEH Mind) is a leading mental health charity supporting individuals aged 5 and up across West London. Their services range from youth support and adult services to corporate well-being programmes. However, like many non-profits, HFEH Mind operates within tight financial margins - as a not-for-profit marketing budget is extremely limited, leaving little for marketing and outreach.
When Nicholas Smith joined as Head of Marketing & Communications in 2023, he faced the challenge of raising awareness and engagement with minimal resources. Recognising the potential of digital marketing, Nicholas turned to Access Charity Ad Grants, a service designed to help charities leverage Google Ad Grants effectively.

Making every pound count

Access Charity Ad Grants transformed HFEH Mind’s marketing efforts by managing a $10,000 monthly ad budget provided by Google. For a modest investment of £5,000 per year, the charity gained access to a dedicated account manager who expertly handled campaign strategy, keyword optimisation, and ad performance tracking.

Nicholas praised the partnership:

"It’s one of the best investments in our budget. Access Charity Ad Grants allows us to target people searching for mental health support, ensuring those in need find us quickly. It’s like having an additional team member dedicated to search campaigns."

This service enabled HFEH Mind to enhance their online presence, outperforming other local and even national Mind branches in search visibility. The results included increased traffic from across London and internationally, significantly improving their ability to connect with service users.

Unleashing the power of double Ad Grants

In December 2024, Access Charity Ad Grants facilitated an extraordinary opportunity for HFEH Mind. Google temporarily doubled their monthly ad budget, granting the charity nearly £24,530 to run campaigns between November 2024 and February 2025. The impact was remarkable:

• Clicks: Increased by 52.81% (4,572 clicks compared to 2,992 the previous year).
• Impressions: Soared by 85.07% (51,706 impressions compared to 27,938).

The additional funding allowed HFEH Mind to amplify their regular campaigns and launch a new initiative, “30 for 30K,” aimed at fostering 30,000 conversations about mental health through partnerships with 90 local businesses.

Nicholas described the impact:

"This boost not only increased visibility but enabled us to engage businesses and residents in a meaningful way. The campaign has already signed 15 partners, and we’re on track to recruit many more, driving critical mental health conversations across West London."

The double Ad Grants funding in December came at the perfect time for Hammersmith, Fulham, Ealing & Hounslow Mind, as the festive period is one of the busiest times of year for the charity. The winter months often see a rise in mental health challenges, with many individuals struggling with loneliness, financial pressures, or heightened stress. The additional grant allowed the charity to significantly increase its outreach, ensuring more people were aware of the mental health support available to them. This impact extended beyond the charity, benefiting the entire local area by fostering awareness, supporting residents in need, and strengthening the sense of community across West London. As Nicholas Smith shared, the funding enabled HFEH Mind to connect with businesses and residents alike, creating meaningful partnerships and driving critical mental health conversations at a grassroots level.

Why Access Charity Ad Grants stands out

Nicholas highlighted the expertise and proactive support provided by Access Charity Ad Grants:

"Mark, our account manager, ensures every penny of ad spend delivers results. From optimising keywords to spotting opportunities like zero VAT invoicing and the double Ad Grants funding, the team’s dedication is invaluable."

The charity also benefits from a streamlined process that frees up internal resources. Nicholas added:

 "As a one-person marketing team, I rely on Access Charity Ad Grants to handle the complexity of search campaigns. Their professionalism allows me to focus on broader strategies while knowing our campaigns are in expert hands."

A recommendation to all charities

When asked if he would recommend Access Charity Ad Grants, Nicholas didn’t hesitate:

"Absolutely. It’s an essential part of our marketing mix. The ROI is undeniable, and it has a direct impact on the lives of those we serve. It’s a no-brainer for any charity looking to maximise their reach."

Driving awareness, one click at a time

The success of HFEH Mind’s campaigns illustrates the transformative power of Access Charity Ad Grants. By making Google’s funding accessible and effective, Access Charity Ad Grants empowers charities to achieve their missions, connect with their communities, and make a lasting impact.

Take the next step with Access Charity Ad Grants  

Access Charity Ad Grants offers unmatched expertise to help charities unlock the full potential of Google Ad Grants. By partnering with Access, your charity can reach more people, drive more donations, and see tangible growth in both online and offline engagement. Don’t let your grant go underutilised - sign up for a demo today and start making the biggest impact possible with your Google Ad Grant.