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PPC & Google Ad Grants: Tavistock Relationships

London-based relationship therapy and training charity

The challenge

Tavistock Relationships is a London-based charity providing relationship therapy, therapist training and professional development. Its advertising needs to help people find the right support while giving training and event audiences a clear route to the information relevant to them.

Wired Media manages both its paid Google Ads account and Google Ad Grant activity. The challenge was to improve the relevance of that traffic, make each account’s role clearer and reduce mismatched searches and landing-page destinations across a broad range of services.

96.5%

Higher paid Google Ads click-through rate

9.1%

Higher Google Ad Grant click-through rate

17.7%

Lower Google Ad Grant cost per click

83%

Engagement rate from Google Ads visits

The solution

Our PPC team reviewed Search and Performance Max activity around Tavistock’s different services. Work included search-term reviews, negative keyword updates, expanded keyword coverage and writing more service-specific ad variations and asset-group copy.

We reviewed landing-page destinations, corrected disapproved URLs and refined Performance Max controls. We also developed value- and expertise-led messaging to explain the specialist offering before users reach the website. Clinical services, training and events require distinct campaign routes and measurement, so each received separate attention in the optimisation plan.

Paid Google Ads click-through rate increased from 3.69% to 7.25%, while the Google Ad Grant click-through rate increased from 4.93% to 5.38%. The Grant’s average cost per click was 17.7% lower than the same month in the previous year.

We used GA4 alongside Google Ads to assess the quality of visits and investigate measurement differences. Of 2,179 sessions recorded as Google Ads traffic, 1,808 were engaged sessions, giving an engagement rate of 83%. These visits include traffic from both the paid and Grant accounts.

The results show improved ad relevance and an engaged audience, with the next phase focused on turning that interest into confirmed appointments. Our review identified opportunities to improve service-page routing, the booking hand-off and the distinction between booking-stage activity and completed appointments.

We continue to assess paid and Grant performance separately. Their budgets use different currencies, and some recorded conversion actions describe steps within the booking journey. Those actions are kept separate from verified appointment outcomes when evaluating progress.

The results focus on ad relevance, click costs and website engagement. Click-through rates compare September with August 2026; the Grant click-cost reduction compares September 2026 with September 2025. The engagement rate covers Google Ads visits recorded in GA4 during September 2026.