Case Study: Freedom from Torture improves search performance with Torchbox

Freedom from Torture lifts Ad Grant utilisation from 32% to 92% with Torchbox

Torchbox helped the charity Freedom from Torture navigate a changing search landscape influenced by AI Overviews. The challenge was to move beyond high visibility for broad informational terms and instead identify searches most likely to drive meaningful engagement, such as donations or contact forms. Concurrently, their Google Ad Grants account was struggling, utilizing only 32% of its budget due to difficulty competing in search.

The solution was a joined-up strategy that integrated SEO and Google Ad Grants management. Torchbox fostered ongoing collaboration between specialists, using paid conversion data to inform SEO content priorities and SEO insights to refine Grant campaign landing pages and keyword targeting. This approach, supplemented by testing new campaign types like Performance Max, dramatically increased grant utilization to 92%. Results included a 34% increase in organic purchases and donations, a 29% rise in contact form submissions, and significant growth in both single and monthly donations.

Freedom from Torture