Vroom has managed Google Ads for Turn2me, one of Ireland’s leading online mental health charities, since 2017, an eleven-year partnership that shows what sustained, sensitive search advertising can do for an Irish nonprofit.
Turn2me provides free online counselling, peer support groups, and self-help tools to people across Ireland. For a mental health charity whose service depends on being found at the moment someone needs help, Google Ads is not a marketing channel, it’s the front door. This case study explains how Vroom’s approach to Google Ads for charities in Ireland has kept that door open for nearly a decade.
Like many Irish charities, Turn2me faces a difficult search challenge: the people who need its support most are rarely searching for the charity by name. They are searching for an answer to how they feel, often late at night, often for the first time, often in crisis. Vroom was tasked with making Turn2me the result that meets them there.
Three constraints shaped the brief from the outset, and they apply to almost every charity Google Ads account in Ireland:
Sensitivity. Mental health is not a category where conventional PPC tactics belong. No urgency copy, no scarcity, no clever hooks. Every Google ad has to read like a hand extended, not a sales pitch.
Budget discipline. For an Irish charity, every euro spent on advertising is a euro not spent on direct services. Wastage isn’t just inefficiency, it’s a support not delivered. A charity PPC agency has to treat budget like the charity does.
Continuity. Search behaviour around mental health shifts constantly with news cycles, seasonality, and platform changes. Google Ads for charities in Ireland requires ongoing care, not a set-and-forget approach.
Vroom’s Google Ads strategy for Turn2me combines Google Ad Grants management, targeted paid search, sensitive ad copy, and continuous optimisation. Each element addresses a specific challenge of running PPC for an Irish nonprofit.
Turn2me qualifies for Google Ad Grants, the program that provides eligible nonprofits with up to $10,000 per month in free Google Search advertising. Google Ad Grants comes with strict rules: minimum click-through rate thresholds, keyword restrictions, account structure requirements and many Irish charities lose their grant eligibility within months of being approved.
Vroom has managed Turn2me’s Google Ad Grants account continuously since 2017 without a single lapse in eligibility. Compliance, account structure, and conversion tracking are reviewed monthly to keep the grant performing at its ceiling.
Google Ad Grants restrictions cap bids and limit certain high-intent keywords. To cover the gap, Vroom runs a tightly controlled paid Google Ads account alongside the grant. This ensures Turn2me appears for the search queries that matter most, the ones where someone in Ireland is actively looking for mental health support without ceding those moments to competing services.
Ad copy is written with care and reviewed regularly with the Turn2me team. Language is plain, warm, and clear: what Turn2me offers, that it is free, that help is available now. Landing pages are matched to search intent, a person searching for anxiety support lands on the anxiety service, not a generic homepage so reducing friction in a moment where any friction is a person lost.
Eight years is a long time in search. The Turn2me account has been rebuilt and restructured multiple times to keep pace with Google’s platform changes, the shift to responsive search ads, the deprecation of broad match modifier, the rise of automated bidding, the evolution of Ad Grants policy. Through every change, performance has been maintained.
The headline result is the partnership itself. In an industry where the average client–agency relationship is measured in months, Turn2me has trusted Vroom with its Google Ads for more than eight years and counting. For an Irish charity choosing a long-term PPC partner, that retention is the case study.
Behind it, the campaigns continue to do the one thing they were built to do: connect people in Ireland searching for mental health support with a free service that can provide it. Every month, Turn2me’s Google Ads bring qualified visitors to the service, people who came looking for help and found it.
For a mental health charity whose mission is to be there when someone reaches out, that is the only metric that matters.
Behind it, every month the campaigns continue to do the one thing they were built to do: connect people searching for help with a free service that can provide it. For a charity whose mission is to be there when someone reaches out, that is the only metric that matters.
Google Ads can be one of the most cost-effective ways for an Irish charity to reach the people it exists to serve. But it requires a partner who understands Ad Grants, who writes ad copy with the sensitivity the cause demands, and who will still be optimising the account in year eight not just year one.
If you’re a charity looking for a long-term search partner, we’d love to talk.
Vroom have managed our Google Ads for over eleven years and they understand the sensitivity of what we do…
Fiona O’Malley – CEO & Turn2Me
Can Irish charities use Google Ads for free?
Yes. Registered Irish charities can apply for Google Ad Grants, which provides up to $10,000 per month in free Google Search advertising. The grant has strict eligibility and account management rules, and many charities lose access without ongoing management. Vroom has managed Google Ad Grants for Irish charities including Turn2me since 2017.
What is Google Ad Grants and how does it work?
Google Ad Grants is Google’s nonprofit advertising program. Eligible charities receive a monthly budget for Google Search ads, capped at a maximum CPC and subject to a minimum 5% account-wide click-through rate, among other rules. Accounts that fall below the thresholds can be paused or have their grant revoked.
Why do Irish charities need a PPC agency for Google Ads?
Google Ads for charities in Ireland combines two accounts: the Ad Grants account and, often, a paid account, each with different rules and strategies. A specialist charity PPC agency understands the Ad Grants compliance requirements, knows how to structure campaigns for sensitive causes, and can optimise spend so that every euro maps back to the charity’s mission.
How long does it take to see results from Google Ads for a charity?
Most Irish charity Google Ads accounts begin generating qualified traffic within the first month. Sustained results — the kind that compound over years, require ongoing management, regular ad copy review, and adaptation to changes in both Google’s platform and the charity’s services.
Does Vroom work with other Irish charities?
Yes. Vroom has worked with charities and nonprofits including UNICEF Ireland, alongside cultural and public-sector organisations such as EPIC The Irish Emigration Museum.
Looking for a long-term Google Ads partner for your charity?
Vroom specialises in Google Ads for charities in Ireland, combining Google Ad Grants management with paid search, sensitive ad copy, and the ongoing care that nonprofit accounts need to perform year after year.
Get in touch to talk to our team.
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