Case Study: The Lily Mae Foundation
PPC Advertising Support, Training & Mentoring
The Brief
The Lily Mae Foundation required support developing and managing its Google Ads and Bing Ads activity to help increase awareness of the charity’s services while also supporting fundraising efforts.
The organisation had an in-house junior marketer, Lucy, who required practical support, mentoring and training around PPC
advertising, campaign management and digital marketing best practice.
The initial focus during the first six months was to help build Lucy’s confidence and capability while ensuring campaigns were set up
correctly, monitored effectively and delivering measurable results.
The Solution
I worked closely with the Lily Mae Foundation team and Lucy to provide both hands-on PPC support and ongoing mentoring.
Support included:
• Assisting with Google Ads and Bing Ads setup
• Advising on PPC strategy and campaign structure
• Supporting keyword targeting and campaign optimisation
• Monitoring campaign performance and effectiveness
• Providing practical training on PPC best practice
• Supporting ongoing tweaks, testing and performance improvements
• Helping drive website traffic for both support services and fundraising campaigns
• Mentoring and coaching the in-house junior marketer
• Providing ongoing availability for marketing and PPC support queries
The focus throughout was on creating a practical and sustainable PPC approach while also building internal confidence and capability within the organisation.
The Outcome
The project helped the Lily Mae Foundation create a more structured and effective PPC advertising approach while also strengthening internal marketing knowledge and confidence.
Key outcomes included:
• Improved setup and management of Google and Bing Ads campaigns
• Increased confidence and capability within the internal marketing team
• Better understanding of PPC performance and optimisation
• Stronger support for awareness and fundraising objectives
• More structured monitoring and reporting of campaign effectiveness
• Ongoing access to experienced marketing guidance and support
By combining technical PPC support with mentoring and coaching, I helped the organisation create stronger foundations for long-term digital marketing activity and internal capability development.
Client Feedback
“Jayne provided invaluable support to both the charity and our in-house marketing team during a key period of development for our digital marketing activity.
Her knowledge of PPC advertising and ability to explain complex marketing concepts in a simple and supportive way made a huge difference to Lucy’s confidence and capability in managing campaigns moving forward.
Jayne was approachable, patient and highly knowledgeable, always willing to support with advice, troubleshooting and practical recommendations to improve campaign performance.
Her support helped us build stronger digital awareness and fundraising activity while also developing valuable in-house marketing skills within the organisation.”
— Ryan Jackson BEM DLitt, The Lily Mae Foundation
