Securing Sport Birmingham $120,000 of Google Ad Grant Funding
Google Ad Grants Compliance • PPC & Analytics Training • Digital Support
Grant Value Secured
Sport Birmingham partnered with us to enhance their digital capability through hands-on Google Ads and Google Analytics training, supported by advisory work to ensure full compliance with Google Ad Grants requirements, after we secured $120,000 a year, thanks to our experience with Ad Grants.
Their team needed clearer guidance on setting up effective campaigns, measuring performance, and reporting accurately, key skills for maximising the value of their marketing efforts. When Google issued a compliance warning threatening suspension of their Ad Grants account, the urgency became critical.
Our goal was to upskill the team, improve their tracking infrastructure, and secure funding essential to their ongoing community initiatives.
Delivering Real Results
Our training and rapid intervention created immediate operational improvements and protected a vital advertising resource for the charity.
Ad Grants Funding Secured & Retained
We helped Sport Birmingham avoid imminent suspension, preserving up to $10,000 per month of advertising value.
Stronger Internal Capability
Their staff gained practical, hands-on skills in Google Ads, Analytics, and understanding KPIs.
Accurate Tracking & Reporting
We ensured conversion tracking was implemented correctly, enabling reliable performance measurement.
Clear Frameworks for Performance
We provided templates, dashboards, and guidance that continue to support strong internal reporting.
Overcoming the Challenges
Sport Birmingham needed to build confidence and structure around their digital performance. Their marketing and partnerships teams required a stronger understanding of:
- How to create modern, effective Google Ads campaigns
- How to define KPIs aligned to organisational objectives
- How to interpret analytics to inform decision-making
- How to consistently evaluate digital performance
Soon after we delivered the initial training, Google notified them that their Ad Grants account was non-compliant. Without implementing conversion tracking within two weeks, the account and its substantial monthly funding faced suspension.
The urgency was clear. Google’s communication stated they would “pull the ad funding in 2 weeks unless you start conversion tracking.”
We stepped in immediately to help them resolve the issue.
Our Strategic Approach
1. Delivering a Full-Day Practical Training Session
We delivered a comprehensive full-day session from 09:00-17:00 at Sport Birmingham’s offices. Built around real tasks, demonstrations, and hands-on practice. The session covered:
- Building modern, best-practice Google Ads campaigns
- Defining and measuring success through meaningful KPIs
- Tracking the impact of marketing activity
- Creating actionable reporting dashboards in Google Analytics and Google Data Studio
This practical format ensured the team could apply their learning straight away.
2. Implementing Conversion Tracking and Ensuring Compliance
When the compliance warning arrived, we acted quickly to protect Sport Birmingham’s funding.
We provided:
- A detailed review of the non-compliance notice
- Guidance on implementing the global site tag
- The specific event-tracking code required for conversion tracking
- Support in liaising with their web developer
- Validation within Google Ads to confirm compliance
Our rapid action prevented account suspension and restored their Ad Grants eligibility.
3. Creating Sustainable Capability Through Continued Support
To support long-term improvement, we offered:
- A feedback form to assess training adoption
- Tailored follow-up guidance for team members
- Continued advisory support on PPC decisions, tools, and working with external partners
This helped to consolidate the training and build lasting internal capability.
Building Capability for the Future
Through our training and technical support, Sport Birmingham strengthened their internal skillset, improved their tracking infrastructure, and protected essential Ad Grants funding.
They left the engagement with:
- A trained, confident team
- Reliable conversion tracking
- Improved reporting frameworks
- Full Ad Grants compliance
Sport Birmingham is now better equipped to run effective campaigns, measure impact, and make data-informed decisions, supporting their mission to improve regional sports and physical activity.