Institute of Imagination saw Google Ads become their biggest growth channel.

Institute of Imagination charity logo

Key Metrics: Year on Year comparison


Ad Grants Spend each month


increase in Conversions


increase in Clicks


increase in CTR

Anuncia has leveraged £10,000s in free ad spend to drive relevant website traffic

The Institute of Imagination is a UK charity creating space for children and young people to re-imagine the world. The charity runs STEM activities for children to educate and entertain.

The Challenge

The Institute of Imagination approached Anuncia to help them use their Google Ads to drive more website traffic and event bookings. They also needed our specialist help in setting up comprehensive tracking to measure bookings and attribution so that the marketing team could easily see which marketing activities were delivering results.

Our Solution

Working with iOi meant starting afresh without any previous data available. We initially set up themed campaigns to promote the charity’s events in London and the UK. Due to the fast-changing nature of the organisation’s events, we designed a dynamic process to refresh and adjust ad copy and keywords regularly and to quickly ensure we’re promoting the most important activities.

We implemented Google Tag Manager into the iOi website which allows us to add multiple events to Google Analytics easily. This also makes it easy for the charity to adjust tracking in the future without requiring web development support.

Through Google Tag Manager we implemented cross-domain tracking to allow us to see ticket booking data from Eventbrite and link this up with the corresponding user on the iOi website.

The Results

We have grown website traffic for the Institute of Imagination by 3x through Google Ads.

Our work ensures that Ticket sale data now feeds through to Google Analytics. This is extremely valuable in providing the charity with critical insights into booking data, which allows it to get the very best possible return from its marketing activity.

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