Black Friday places more pressure on a website than almost any other trading period. More visitors arrive at once, customers compare products quickly and small problems in the user journey can become expensive barriers to conversion. The brands that perform well during Black Friday are rarely those that simply add the biggest discount to their homepage. They are the ones that prepare early, understand their customers and create a website experience that makes it easy to discover products, evaluate an offer and complete a purchase. Effective Shopify website design should therefore be about more than how a website looks. It should connect branding, user experience, customer experience, development, SEO, conversion rate optimisation and marketing into one commercially focused platform. This applies whether you need: A B2C Shopify ecommerce store A B2B or wholesale Shopify website A brochure website designed to generate enquiries A redesign of an existing Shopify store A migration from WooCommerce, WordPress, Magento or another platform An international or multi-market Shopify website As Black Friday approaches, now is the time to decide whether your current website is ready for increased demand or whether it is making customers work too hard to buy from you. What Do Successful Brands Do Well During Black Friday? The strongest Black Friday websites make the experience feel simple, even though a considerable amount of strategy and preparation may sit behind it. They make their offer immediately clear Customers should be able to understand the promotion without searching for it. Strong brands clearly communicate: What the offer includes Which products are eligible When the promotion ends Whether a discount code is required Any exclusions or minimum spend requirements Delivery deadlines and availability This information should be consistent across adverts, landing pages, announcement bars, product pages, baskets and checkout messaging. They prioritise the mobile experience A large proportion of customers will discover promotions through email, paid social, Google Ads or organic search on a mobile device. A homepage that looks impressive on desktop but feels crowded or difficult to navigate on mobile can quickly lose sales. Successful brands test menus, filters, buttons, product imagery, variant selectors, baskets and checkout journeys across different screen sizes before traffic increases. They help customers find the right products quickly Black Friday shoppers tend to make decisions faster than usual. Clear navigation, collection structure, product filtering, internal search and merchandising can reduce the time between arrival and purchase. Retailers can also create dedicated Black Friday collection and landing pages to bring relevant offers together instead of forcing customers to browse the entire store. They build trust throughout the customer journey During a competitive sales period, customers may be visiting a brand for the first time. Reviews, delivery information, returns policies, payment options, security messaging and clear contact details all help reduce uncertainty. Trust should not be confined to the footer. It needs to appear at the points where customers are deciding whether to continue. They use data to make decisions Established brands should review their existing website data before changing the design. Useful insights can be found in: Shopify Analytics Google Analytics 4 Google Search Console Heatmaps and session recordings Previous Black Friday performance Product and collection conversion rates On-site search data Basket and checkout abandonment These insights help identify which landing pages, products and customer journeys deserve the most attention. Shopify’s own web performance reports can also show how a store performs across loading speed, interactivity and visual stability on desktop and mobile. Where Do Underprepared Brands Struggle? Brands that underperform during Black Friday often begin planning too late or focus entirely on the promotional discount. Common problems include: Confusing or inconsistent offer messaging Slow loading landing pages Poor mobile experience Difficult navigation and filtering Discount codes that do not work correctly Unclear product exclusions Out-of-stock products dominating key collections Missing or inaccurate delivery information Too many pop-ups competing for attention Broken tracking and unreliable conversion data Apps or custom functionality that have not been tested Paid campaigns sending traffic to generic or irrelevant pages New website changes being launched immediately before the promotion These issues introduce friction at the precise moment when customers have plenty of alternative places to shop. Some brands also attract significantly more traffic but do not see the same increase in revenue. This can happen when the advertising campaign and website experience have been planned separately. Increased traffic only creates value when the landing page, product offering and purchasing journey support the original promise made in the advert. How Should Brands Prepare Their Shopify Website for Black Friday? Preparation should begin before campaigns are activated. A practical Black Friday website plan should include the following areas. Review previous performance Look at last year’s traffic, revenue, bestselling products, conversion rate, average order value and busiest trading periods. Identify the pages that attracted the most visitors and the points where customers left the journey. If this is your first Black Friday, review recent promotional periods and your highest-traffic days to understand how customers currently behave. Confirm the promotion and product strategy Decide which products, collections and customer segments the offer is designed for. Black Friday does not have to mean applying the same discount across the entire store. Brands may choose to prioritise: Selected collections Bundles Gift sets Clearance products Higher-margin ranges Spend-and-save promotions Free gifts Early access for subscribers Offers for existing customers The promotional structure should support the commercial outcome you want—not simply generate orders at any cost. Create dedicated landing pages A focused Black Friday landing page gives SEO, email and paid media campaigns a relevant destination. It can explain the offer, feature selected products and direct customers towards the most valuable collections. Where appropriate, the page can be created in advance and retained after the event, rather than building and removing a new URL every year. This can help create a consistent destination for future seasonal campaigns. Test the complete buying journey Test the website as a customer would use it: Arrive through a campaign or search result. Browse the relevant collection. Apply filters or search for a product. Select a variant. Add the product to the basket. Apply the offer or discount code. Review delivery information. Complete checkout. Receive the correct confirmation and follow-up communication. Shopify supports accelerated options such as Shop Pay, Apple Pay and Google Pay, which can help eligible customers move more quickly through checkout. You can learn more through Shopify’s guidance on accelerated checkout buttons. Check tracking before the event Do not wait until Black Friday to discover that revenue or conversion data is missing. Confirm that Shopify, GA4, advertising platforms and any third-party tracking tools are recording the right activity. Shopify provides official guidance for setting up Google Analytics 4, but the implementation should still be tested against real user journeys. Avoid unnecessary last-minute changes The days immediately before Black Friday are not the ideal time to introduce untested apps, major theme changes or new bespoke functionality. Complete meaningful website changes early enough to allow for development, quality assurance and real-world testing. During the final stage, the focus should be on stability, merchandising, promotional content and monitoring. What Types of Websites Can Shopify Website Design Cover? Shopify is often associated with traditional online retail, but the platform can support several different business models. B2C Shopify Ecommerce Websites A B2C Shopify store is designed to help consumers browse and purchase products online. The experience may include: Homepage and campaign landing pages Collection and category structures Product filtering Product detail pages Reviews and user-generated content Product recommendations Bundles and upsells Subscription functionality Email and SMS capture Streamlined basket and checkout journeys For new ecommerce brands, we create the experience from the ground up. This means establishing the website structure, brand presentation, navigation and customer journey before moving into Shopify development. For established brands, the opportunity is often different. Rather than starting with assumptions, we use website and customer data to understand where the existing UX and CX can be improved. Explore examples of our work in our Shopify design portfolio. B2B and Wholesale Shopify Websites B2B buyers may need a different journey from consumers. Requirements can include company accounts, customer-specific pricing, minimum order quantities, volume pricing, wholesale catalogues and repeat-order functionality. Shopify provides dedicated functionality for managing B2B companies, customers, catalogues and pricing. Businesses considering these features can review Shopify’s official B2B guidance. The right B2B website should make it easier for trade customers to understand the offer, access relevant information and complete their intended action—whether that is placing an order, requesting a quotation or speaking to the sales team. Shopify Brochure Websites for Lead Generation Not every business needs to sell products online. Shopify can also be used to create professional brochure websites for service-led companies that want to: Explain their services Reach customers in specific locations Showcase completed projects publish case studies Demonstrate accreditations and experience Answer common customer questions Generate calls and form enquiries Add ecommerce functionality later For example, our work for AC Engineering Solutions focused on presenting its services clearly and creating relevant enquiry journeys. Our IC Containers website project also demonstrates how a service-based company can use a structured website to communicate its offer and generate leads. Other examples include our work with iClean North East, W.S Plastics and Five Star Compliance. Black Friday may not be relevant to every brochure business, but the same principles still apply during important seasonal campaigns. Clear propositions, dedicated landing pages, persuasive proof and simple enquiry journeys can help turn increased demand into qualified leads. Shopify Redesigns and Replatforming An established brand may already have a functioning website but feel limited by poor performance, difficult content management, ageing design or growing development costs. In these projects, our role is to understand what should be retained, what needs improving and what could be removed. If the business is moving from WooCommerce, WordPress, Magento or another platform, our Shopify migration service can cover products, customers, orders, content, integrations and SEO migration planning. A redesign should not remove valuable elements simply for the sake of making the website look different. Existing customer behaviour, search visibility, revenue-generating pages and operational requirements all need to inform the new experience. Our Shopify Website Design Process Our sales and delivery process begins with discovery rather than design. 1. Initial discovery We learn about the business, its customers and the challenges behind the project. We want to understand why the website needs to change and what outcome the brand wants to achieve. This may include: Increasing ecommerce revenue Generating more qualified enquiries Improving mobile conversion Making the website easier to manage Reducing reliance on developers Supporting B2B customers Entering new markets Improving organic visibility Preparing for future growth 2. Website strategy Once the objectives are clear, we plan the structure, functionality and customer journey. Requirements are separated into launch priorities and potential future phases, helping the business invest in what will create the greatest initial value. 3. UX and customer experience For a new brand, we create an experience aligned with its audience, products or services and commercial goals. For an established brand, UX and CX decisions should be informed by evidence. We review existing data, navigation patterns, landing-page performance and conversion behaviour to identify opportunities for improvement. 4. Shopify design and development Once the direction is agreed, the website moves into design and development. Depending on the project, this can include theme configuration, bespoke Shopify sections, product templates, collection functionality, forms, content management and custom features. 5. Apps and integrations A Shopify website often needs to connect with wider business systems, including: CRM and email marketing Reviews and loyalty platforms Subscription services Accounting software Shipping and fulfilment providers ERP and stock-management systems Product feeds and marketplaces Analytics and conversion tracking Apps should be selected because they solve a genuine requirement. Adding unnecessary apps can increase cost, complicate management and affect website performance. 6. Quality assurance and launch Before launch, we complete QA across devices, browsers, forms, navigation, content, functionality, integrations, analytics and key customer journeys. For migration projects, this also includes SEO considerations such as URL mapping and redirects. Shopify allows redirects to be managed individually or imported in bulk, as outlined in its official URL redirect guidance. 7. Search marketing and ongoing growth Launching the website is the beginning of the next stage—not the end of the project. Our Shopify marketing services connect the website with SEO, paid media and CRM activity. This helps brands improve visibility, attract qualified users, convert more customers and encourage repeat purchases. Depending on the business, this can include: SEO strategy and optimisation PPC and Google Ads management Klaviyo CRM and retention marketing Landing-page development CRO and UX improvements New Shopify functionality Ongoing Shopify support After Black Friday, this data becomes particularly valuable. Brands can identify which channels, products, offers and landing pages generated profitable growth, then use those insights to improve Christmas trading and future campaigns. Is Your Shopify Website Ready for Black Friday? A strong Black Friday campaign requires more than an attractive banner and a discount code. Your Shopify website needs to communicate the offer clearly, handle the customer journey effectively, perform well across mobile and desktop, connect with your marketing channels and provide accurate data. Whether you are building a new ecommerce store, improving an existing Shopify website, creating a B2B experience or launching a lead-generation website, the process should begin with your challenges and desired outcomes. Lionheart Marketing is a Shopify agency built on Shopify, powered by search and focused on growth. We combine website strategy, Shopify design, development, UX, CRO, SEO, paid media and CRM to support the complete customer journey. If you would like to discuss a new Shopify website or prepare your existing store for Black Friday and future growth, speak to our Shopify team.

WordPress and WooCommerce give businesses plenty of flexibility when first building an online store. However, as an eCommerce business grows, that flexibility can come with increasing maintenance, technical complexity and development costs. Plugins need updating, compatibility issues begin to appear, website performance can decline, and even relatively simple changes may require developer support. If your WooCommerce store is becoming more difficult to maintain or no longer supports the way your business needs to grow, a WordPress to Shopify migration could provide a more scalable and manageable solution. In this guide, we look at why businesses migrate from WooCommerce to Shopify, what the process involves and how to protect your data, SEO performance and customer experience during the move. Why do businesses migrate from WooCommerce to Shopify? WooCommerce can be a suitable platform for new and smaller online stores. It works within WordPress and gives businesses access to a wide range of themes, plugins and customisation options. However, as a store becomes larger or more complex, managing the different parts of the platform can become increasingly demanding. Some of the most common reasons businesses consider migrating from WordPress to Shopify include: Regular WordPress, WooCommerce, theme and plugin updates Plugins becoming incompatible with one another Security and website maintenance requirements Increasing hosting and development costs Slow website performance Checkout or customer-journey issues Reliance on developers for routine changes Difficulty managing a growing product catalogue An increasingly complicated WordPress admin area Concerns about whether the platform can support future growth WooCommerce itself may be free, but the overall cost of managing the website can increase considerably once hosting, premium plugins, security, maintenance and development support are included. Shopify brings the core parts of running an eCommerce store into one connected platform, reducing the amount of technical maintenance required from the business. You can also read our broader guide explaining why more eCommerce brands are migrating to Shopify. The challenges of managing a growing WooCommerce store The flexibility of WooCommerce is one of its main advantages, but it can also become one of its biggest challenges. Many WooCommerce stores rely on multiple plugins to provide essential functionality. These might include payments, shipping, subscriptions, reviews, product bundles, customer accounts, analytics and SEO. Each plugin may have separate updates, licence fees and compatibility requirements. An update to WordPress, WooCommerce or the website theme can sometimes affect another part of the store. This can lead to: Features unexpectedly stopping working Issues within the basket or checkout Security risks from outdated plugins Conflicts between different applications Slower website performance Greater reliance on technical support For an internal eCommerce or marketing team, this can make it harder to respond quickly. A simple content update, campaign landing page or customer-experience improvement can become a development task. Why migrate from WooCommerce to Shopify? Shopify is built specifically for commerce. Hosting, platform security and core software updates are managed as part of the service, creating a more centralised and structured environment. Reduced maintenance Shopify manages the underlying hosting, security and platform updates. Your team does not need to manually update the core eCommerce platform in the same way it would with WordPress and WooCommerce. Apps and theme customisations still need to be managed carefully, but the overall maintenance burden is usually lower. Improved security and reliability Shopify provides managed hosting and infrastructure designed to support online retail. It is also Level 1 PCI DSS compliant, helping businesses securely process customer payment information. You can read more about Shopify’s approach to payment security on its official PCI-compliance page. Easier day-to-day management Products, collections, orders, customers, discounts and website content can all be managed through Shopify’s central admin area. This gives internal marketing and eCommerce teams more control over everyday changes without needing to contact a developer each time. A scalable eCommerce foundation Shopify supports businesses at different stages of growth, from smaller retailers to established brands selling across multiple markets. As the business grows, additional functionality can be introduced through Shopify apps, custom development, Shopify Markets or Shopify Plus. Shopify offers different plans depending on the size and requirements of the business. Current platform fees can be reviewed on the official Shopify UK pricing page. The Shopify subscription is only one part of the overall investment. Our guide to UK Shopify agency costs in 2026 explains the other factors that can affect the price of a new store or migration. Access to Shopify’s ecosystem Shopify connects with a wide range of services covering: Email marketing and CRM Customer reviews Loyalty programmes Subscriptions Shipping and fulfilment Inventory management Affiliate marketing Customer service Analytics Paid advertising International selling This gives businesses more freedom to build a technology setup that suits their operation without relying on a collection of disconnected WordPress plugins. What does a WooCommerce-to-Shopify migration involve? Migrating to Shopify is not simply a matter of copying the products across and switching the domain. A successful migration needs to protect the information, functionality and visibility the existing store has built up. Depending on the business, the migration may include: Products and product variants Product images Customer records Historical orders Categories and collections Website pages Blog articles Reviews Discount codes Customer account information Shipping settings Tax configuration Payment providers Integrations and applications Analytics and conversion tracking SEO metadata URL redirects The size and complexity of the project will depend on the number of products, the quality of the existing data and the amount of custom functionality currently used within WooCommerce. Shopify provides an official overview of the available options for migrating from WooCommerce to Shopify. However, automated migration tools rarely cover the entire project. Data still needs to be validated, the new website needs to be designed and developed, functionality must be tested, and the SEO migration needs to be managed separately. Migrating products, customers and orders Product data is one of the most important parts of a WooCommerce-to-Shopify migration. Before transferring the catalogue, it is worth reviewing the existing information rather than automatically moving everything across. This can include checking: Product names and descriptions SKUs Prices Product images Variants and options Inventory levels Categories Tags Product status Discontinued products WooCommerce categories will often need to be reorganised into Shopify collections and tags. The two platforms structure information differently, so careful planning is needed to ensure customers can still find products easily. Customer and order data should also be transferred securely and tested thoroughly. This is particularly important when the store has a significant order history or existing customers rely on their online accounts. Replacing WooCommerce plugins WooCommerce stores often use several plugins to provide important features. These plugins cannot normally be moved directly into Shopify, so each one needs to be reviewed as part of the migration. For every existing plugin, you should establish: Whether the functionality is still required Whether Shopify includes it as standard Whether a suitable Shopify app is available Whether custom development is needed Whether the existing data can be transferred Whether it affects another system or business process This is also an opportunity to simplify the website’s technology. Some plugins may no longer be used, while others may duplicate functionality. Removing unnecessary tools can create a cleaner, more reliable and cost-effective Shopify setup. A detailed discovery process should review how the existing WooCommerce store works behind the scenes—not only how it looks to customers. Protecting SEO during a WordPress-to-Shopify migration SEO should be planned from the beginning of the migration. WordPress and Shopify use different URL structures. For example, a WooCommerce product URL may look like: /product/product-name/ The equivalent Shopify product URL will usually contain: /products/product-name If the old URL is removed without a suitable redirect, users may reach an error page and search engines may treat the Shopify page as entirely new. This can result in lost rankings, reduced organic traffic and broken external links. An effective SEO migration strategy should include: Crawling the existing WordPress website Exporting every important and indexable URL Identifying the strongest-performing pages Mapping each old URL to the most relevant new Shopify URL Implementing permanent 301 redirects Retaining valuable page content Migrating page titles and meta descriptions Reviewing headings and on-page optimisation Checking canonical tags Reviewing robots.txt Submitting the Shopify sitemap Testing internal links Monitoring Google Search Console following launch Google’s official site-migration guidance recommends preparing a mapping between old and new URLs, implementing permanent redirects and monitoring performance after the move. Old pages should not all be redirected to the homepage. Each URL should point to the closest relevant product, collection, blog article or content page wherever possible. If a product is no longer available, the redirect should lead to an appropriate alternative or relevant collection. Shopify allows redirects to be created individually or imported in bulk. Its URL redirect guidance explains how this functionality works. Moving WordPress pages and blog content to Shopify A migration also needs to account for informational pages and blog articles—not just products. This may include: About pages Delivery information Returns policies FAQs Size guides Buying guides Landing pages Blog articles Contact information Legal policies Existing blog content may already attract organic traffic and backlinks. It should be reviewed, transferred carefully and redirected to the correct Shopify URLs. This is also an opportunity to remove outdated content, improve existing articles and strengthen internal links between blogs, collections and products. Using the migration to improve the customer experience A WooCommerce-to-Shopify migration does not need to be a direct copy of the existing website. Recreating the same store without reviewing its performance can mean carrying the same problems onto the new platform. The migration creates an opportunity to assess: Website navigation Collection structure Search and filtering Product-page layouts Mobile usability Cross-selling and product recommendations Basket functionality Checkout messaging Trust signals Calls to action Page speed Accessibility If most customers visit from mobile devices, the new Shopify store should be designed around the mobile journey from the outset. Our Shopify website design service brings together UX, UI, SEO and conversion considerations rather than treating the migration as a simple data transfer. The objective should be to create a store that is easier to use, easier to manage and better positioned to convert visitors into customers. What happens to the existing WordPress website? Your existing WordPress and WooCommerce website should remain active while the new Shopify store is being designed, developed and tested. The Shopify store can be built separately, allowing products, content, integrations and redirects to be prepared without affecting the live website. Once testing has been completed, the existing domain can be connected to Shopify. The launch should be carefully coordinated to ensure: The correct domain is assigned SSL security is active Redirects are working Analytics is recording accurately Search engines can crawl the new store Forms and transactional emails are working Payments can be completed Shipping options are correct Key customer journeys have been tested The WordPress hosting should not be cancelled immediately. It is sensible to retain access for a short period following launch in case any data or content needs to be checked. Common WooCommerce-to-Shopify migration mistakes Some of the most common migration mistakes include: Moving products without cleaning the data Forgetting to migrate blog content Failing to map URL redirects Redirecting every old URL to the homepage Leaving SEO until shortly before launch Assuming WooCommerce plugins will work on Shopify Failing to test customer and order data Overlooking transactional emails Launching without checking analytics Failing to test the mobile customer journey Cancelling WordPress hosting too soon Not monitoring the store after launch A clear migration plan, detailed quality assurance and post-launch monitoring help reduce these risks. Is Shopify the right alternative to WooCommerce? Shopify is particularly suitable for businesses that want: Less responsibility for hosting and platform maintenance A simpler admin experience Greater reliability Easier access to integrations A scalable platform for future growth More control for internal marketing and eCommerce teams Reduced reliance on developers for everyday changes However, every store has different technical and operational requirements. Before migrating, it is important to review the current website, required functionality, integrations and future plans. Working with an experienced Shopify eCommerce agency can help you understand whether Shopify is the right platform and what the migration will require. Planning your WordPress-to-Shopify migration with Lionheart Marketing At Lionheart Marketing, we support businesses through the complete WooCommerce-to-Shopify migration process. Our team can manage: Product, customer and order data migration WordPress and WooCommerce content migration SEO auditing and URL redirect mapping UX strategy UI design Shopify theme development Custom Shopify development App and integration configuration Analytics and conversion tracking Quality assurance and testing Launch support Post-launch monitoring and optimisation We remain alongside our clients throughout every stage—from initial discovery and planning to design, development, migration, testing, launch and beyond. Our aim is to protect the value already built through your existing WooCommerce store while creating a faster, easier-to-manage and more scalable Shopify website. Following launch, our Shopify Priority Support service can also provide ongoing design, development and strategic support as the new store evolves. If WordPress and WooCommerce are becoming difficult to maintain, expensive to develop or restrictive for your team, it may be time to consider a change. Are you next? Speak to Lionheart Marketing about migrating your WordPress or WooCommerce store to Shopify.

For charities, reaching the right people online can make a significant difference.  Whether you want to attract new donors, recruit volunteers, promote fundraising events or help more people access your services, visibility on Google can be incredibly valuable. However, many charities are working with limited marketing budgets and may not realise that they could be eligible for free Google Search advertising through the Google Ad Grants programme. What is Google Ad Grants? Google Ad Grants provides qualifying charities and nonprofit organisations with up to £7,000 per month in free Google Search advertising. This advertising credit can be used to display text adverts when people search on Google for topics connected to your charity, services or cause. For example, a charity could use the grant to reach people searching for: Mental health support Local volunteering opportunities Charities to donate to Fundraising events Support for families or carers Animal rescue and adoption Community services Advice relating to a particular condition or challenge Unlike social media advertising, Google Search allows your charity to appear when someone is already actively looking for relevant information, support or opportunities to help. What could your charity achieve with Google Ad Grants? A well managed Google Ad Grants account could help your organisation: Increase awareness of your charity and its work Attract relevant visitors to your website Generate more online donations Recruit new volunteers Promote fundraising campaigns and events Increase newsletter registrations Help more people discover your services Reach supporters in specific locations Promote educational resources and important information The grant is not paid directly to your charity. Instead, Google provides advertising credit that can be used within an approved Google Ads account. You also do not have to use the entire allowance every month. The goal should be to attract the right visitors and encourage meaningful actions and not to spend as much of the grant as possible. Is your charity eligible? Eligibility depends on your organisation’s status and whether it meets Google’s requirements. UK organisations will generally need to: Be registered as an eligible charitable organisation Apply for and be accepted into Google for Nonprofits Have their nonprofit status verified by Google’s validation partner Have a secure, functioning and high-quality website Agree to Google’s required terms and policies Complete the Google Ad Grants activation process According to Google, government organisations, hospitals, healthcare organisations, schools, universities and academic institutions are generally not eligible, although charitable arms connected to some of these organisations may qualify separately. You can review the current UK eligibility requirements before applying. Your website also needs to meet Google’s requirements Having charitable status does not automatically guarantee approval. Google will review your website as part of the process. Your website should clearly explain: Who your organisation is What your charity does Who it supports How people can get involved How donations or funding are used How visitors can contact you It should also provide original, useful content and offer a positive experience across desktop and mobile devices. A website that is difficult to navigate, contains limited information or has technical problems could affect your application and the subsequent performance of your advertising. How do you apply for Google Ad Grants? The application process generally involves the following steps: Check that your organisation meets Google’s eligibility requirements. Register for a Google for Nonprofits account. Complete the nonprofit verification process. Activate Google Ad Grants from your approved account. Set up your campaigns, keywords, adverts and conversion tracking. Submit the account for review where required. Google provides a useful five-step guide to getting started, as well as information through the main Google Ad Grants website. Receiving the grant is only the beginning Google Ad Grants can provide an extremely valuable opportunity, but the account still needs to be managed properly. Your campaigns should focus on relevant searches and meaningful goals. This includes choosing suitable keywords, creating useful adverts and directing visitors to the most relevant pages on your website. It is also important to measure actions such as: Online donations Volunteer applications Contact-form submissions Event registrations Newsletter sign-ups Resource downloads Calls to support services Google requires Ad Grants accounts to maintain accurate conversion tracking and comply with its advertising and programme policies. Accounts that do not meet the requirements may be limited or suspended. Google’s Ad Grants policy compliance guide explains the responsibilities involved. Why ongoing management matters Simply activating the grant and leaving campaigns to run is unlikely to produce the best results. Effective management involves: Researching relevant and eligible keywords Organising campaigns around your services and goals Writing clear and engaging adverts Adding negative keywords to reduce irrelevant traffic Improving landing pages Configuring reliable conversion tracking Reviewing search terms regularly Testing adverts and campaign strategies Monitoring performance and policy compliance Reporting on donations, enquiries and other meaningful outcomes Without ongoing optimisation, your charity may struggle to use the available funding effectively, even if the account remains eligible. Can Google Ad Grants work alongside paid advertising? Yes. Google allows charities to run additional paid Google Ads through a separate account. A paid account can be helpful when you want to access campaign types, placements or advertising opportunities that are not available through the grant. It can also support highly competitive campaigns where a standard paid advertising strategy provides greater flexibility. The best approach will depend on your charity’s goals, audience, website and internal resources. How Lionheart Marketing can help We understand that charity teams are often balancing ambitious goals with limited time and resources. If you would like help understanding whether your organisation could be eligible for Google Ad Grants, our team will be happy to offer guidance where we can. We can also help charities with the ongoing management of Google Ads, including campaign strategy, keyword research, advert creation, conversion tracking, landing page reviews and performance optimisation. Google currently advertises the UK grant as up to £7,000 per month. The allowance is internationally described as up to $10,000 USD, so older UK resources may refer to approximately £7,500. Charities should always check the official Google Ad Grants website for the latest allowance and eligibility requirements. Learn more about our Google Ads and paid media management services, or contact Lionheart Marketing to speak with our team.