Transgender Victoria - Google Ad Grant Optimisation
Turning an underused Google Ad Grant into a genuine lead-generation tool
Turning an underused Google Ad Grant into a genuine lead-generation tool
Transgender Victoria was already running Google Ads through its Google Ad Grant, but the account wasn’t delivering what it could. Campaigns were active, but the structure, targeting and conversion tracking weren’t giving TGV a clear picture of what was working, or helping Google optimise towards the actions that mattered.
We started with a detailed audit of the account, looking at campaign structure, search terms, keywords, bidding, ad copy, landing pages and conversion tracking. That gave us a clear view of where performance was being lost and where the biggest opportunities were.
From there, we developed and implemented a set of strategic changes: tightening keyword targeting, introducing stronger negative keyword controls, improving ad copy and campaign structure, and rebuilding conversion tracking so the account could optimise around meaningful user actions rather than clicks alone.
The impact was immediate and measurable. Tracked conversions increased from 14 to 540 - almost 39 times more recorded engagement - giving TGV a much clearer understanding of how people were finding and interacting with its services and resources.
More importantly, the Google Ad Grant became something TGV could actively use. Rather than simply keeping ads running in the background, the account was now structured to reach people with genuine intent, measure what happened next and keep improving over time.
“Form & Fable helped us maximise our Google Ad Grant, by turning our basic setup into a sophisticated lead generation tool. This uplift made a real, measurable difference to how we reach the people who need us.”