PPC and display that grew adoption enquiries for Manchester City Council
Manchester City Council runs digital campaigns with Clicky to promote vital local services. They tasked us with building and managing a Google Ads search and display campaign to promote their adoption service, reach the people best able to care for the children who are hardest to place, and generate quality enquiries for the adoption team.
The results
The numbers behind the work: what the Manchester City Council engagement delivered.
As a metropolitan area, Manchester has a large number of children who need to be cared for by the local authority, with a percentage of these children becoming available for adoption. The council had already researched why people adopt and who needed to be the target. Our job was to turn that insight into a campaign that reached the right people and moved them to come forward.
The Challenge
From research conducted with people who had previously adopted, Manchester City Council understood the motivations behind why people adopt and who needed to be the target for the campaign.
The main objective was to find people best able to meet the needs of the children who are most difficult to place, and to generate enquiries for the adoption team to convert into approved adopters. Secondary aims were to encourage people who were already thinking about adoption to consider Manchester City Council as one of their options, and to encourage the target group to visit the website or call the adoption team for more information.
The council also wanted to increase the number of people from a Black, Asian and minority ethnic background coming forward, with a particular need for Black African and Caribbean parents, and to increase the number of people aged between 31 and 45 who were looking to adopt.
The Solution
We built and managed a search and display campaign across Google Ads, designed around the audiences the council's research had identified.
Search captured people who were already actively looking into adoption, putting Manchester City Council in front of them at the exact moment of intent and driving them to enquire. Display worked further up the funnel, building awareness among the specific groups the council most needed to reach, including under-represented communities and the 31 to 45 age range, and prompting them to visit the website or call the adoption team.
The Results
Manchester City Council saw a big uplift in web visits and digital stats, but more importantly the adoption team witnessed very positive outcomes from the campaign. There was a large increase in people coming forward as potential adopters, and a significant increase in attendance at the information evenings.
In time this will result in the number of approved adopters increasing in Manchester, providing loving families for some of the city's most vulnerable children.
"The expertise that Clicky Media bring to our digital campaigns and the help and support that the team offer us allows us to get the best results possible."
Kerry Adams, Marketing Officer, Manchester City Council
1 service in the mix
Other case studies in charity.
Marketing news worth reading.
Every few weeks: the Google and AI updates that matter, the experiments that worked, and the campaigns we're proudest of. Written by the people doing the work. We never share your email.
AI first look
We’ll start with a look at your site.
Ready to make every click count? Tell us where you want to grow.