MS Trust boosted their fundraising with SearchStar through an upgrade to Google Grantspro

SearchStar has looked after the MS Trust's Google AdWords account since December 2014. As well as providing  insightful reports, Callum Taylor who looks after our account day to day, makes sure our Google AdWords charity grant is well spent and regularly tweaks and refines ad copy and keywords. We’ve worked together closely to identify which areas to target and Callum has helped developed optimising strategies. Callum has been very responsive to our requests but equally he has also initiated ideas and given us good insights in to how to maximise our account.

Shan Teo, MS Trust

About MS Trust

MS Trust is a UK charity dedicated to making life better for people living with multiple sclerosis. They provide information to everyone affected by Multiple Sclerosis, and support the health professionals who work with them.


While already running an AdWords grant account, our primary objective was to upgrade MS Trust’s account to Grantspro.


A combination of improving click through rate, ensuring the existing budget was spent, and implementing comprehensive conversion tracking helped us achieve Grantspro status, pushing the monthly budget to $40,000. 

A revamp of the account tightened up the targeting focusing on relevant traffic, while developing opportunities to find new productive topics. Keeping ads up to date with the latest fundraising events and A/B ad copy testing contributed to improving click through rate by 50%. In combination with the larger budget, this resulted in a 160% uplift in paid traffic to the site.