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10%",{"acf_fc_layout":416,"reduced":299,"top_overlap":402,"bottom_underlap":402,"disable_observer":-1,"style":-1,"layout":-1,"size":417,"container":418,"gutter":-1,"left_gutter":419,"position":30,"image":420,"image_width":65,"image_height":66,"alt":421},"banner","full","container","gutter","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fko2NDAJR-CRUK-2024.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","CRUK-2024",{"acf_fc_layout":400,"reduced":299,"top_overlap":402,"bottom_underlap":402,"disable_observer":-1,"style":423,"layout":404,"heading":424,"intro":425,"cta_text":30,"cta_link":30,"columns":426,"show_steps":299,"grid_items":427},"blue_background","The Strategy","\u003Cp>The current Legacies marketing strategy meant that each conversion, despite their differences, was being treated equally.\u003C\u002Fp>\n\u003Cp>To demonstrate value, we sought to move away from conversion-level bidding towards value-based bidding, prioritising the worth per conversion rather than quantity.\u003C\u002Fp>\n","1",[428,431,434],{"text":429,"title":430},"\u003Cp>The Legacies team had multiple conversion pathways and opportunities with differing average lifetime values and conversion rates.\u003C\u002Fp>\n\u003Cp>We wanted to demonstrate that user pledges driven through paid search resulted in significant financial contributions to the charity.\u003C\u002Fp>\n\u003Cp>We calculated the average value driven by paid search leads by working out theaverage pledge values and feeding in click-to-lead rates and lead-to-pledges rates.\u003C\u002Fp>\n","Establish the lifetime value of each targeted conversion action",{"text":432,"title":433},"\u003Cp>We implemented new reporting capabilities in Search Ads 360 to report on the estimated lifetime value for each conversion action and in total.\u003C\u002Fp>\n\u003Cp>However, as we knew that driving users to particular landing pages did not necessarily increase pledges, there would be a significant portion of cross-campaign conversion.\u003C\u002Fp>\n\u003Cp>For instance, campaigns that drove users to the Free Will Service page resulted in a high number of Free Will Service pledges, but Will Guide Downloads were still attributed to this campaign. Assigning value to these actions meant that cross-campaign conversions could still be relevant in campaign optimisation.\u003C\u002Fp>\n","Implement value-based reporting",{"text":435,"title":436},"\u003Cp>Once we were confident in our reporting setup, we trialled bid strategies that optimised towards the total value of our relevant conversion actions. This allowed us to track CPA and conversion more accurately and allow relevant cross campaign conversions to be tracked.\u003C\u002Fp>\n","Optimise towards value",{"acf_fc_layout":438,"reduced":299,"top_overlap":402,"bottom_underlap":402,"disable_observer":-1,"heading":439,"intro":440,"columns":441,"style":22,"layout":442,"grid_items":443},"linked_content_grid","The Results","\u003Cp>One of Impression’s core values is “Business for Good” and a doubling of lifetime revenue and a 40.7% increase in ROAS means that we are delivering incredible financial contributions to life-changing science.\u003C\u002Fp>\n","2","left-margin",[444,447],{"title":445,"content":446,"link":30},"20.8%","\u003Cp>Increase in high- and low-value referrals\u003C\u002Fp>\n",{"title":448,"content":449,"link":30},"92.2%","\u003Cp>increase in YoY revenue from only a 36.6% higher budget and 40.7% higher LTROAS\u003C\u002Fp>\n",{"acf_fc_layout":451,"reduced":299,"top_overlap":401,"bottom_underlap":401,"disable_observer":-1,"style":452,"layout":442,"testimonials":453},"testimonials","light",[454,459],{"quote":455,"logo":456,"logo_width":45,"logo_height":45,"author":457,"byline":458},"\u003Cp>Impression took the time to understand the needs of the organisation and the intricacies of our products to deliver the most effective campaigns for CRUK.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FCRUK.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Sophie Bourne","Marketing Planning Manager",{"quote":460,"logo":456,"logo_width":45,"logo_height":45,"author":457,"byline":458},"\u003Cp>The results we’ve seen clearly show the hard work that’s been put into this strategy and we’re delighted that this, combined with Impression’s expertise, has delivered such positive results.\u003C\u002Fp>\n",{"acf_fc_layout":462,"reduced":299,"top_overlap":402,"bottom_underlap":402,"disable_observer":-1,"heading":463,"cta_text":464,"cta_link":465,"items":466},"related_module","Related Paid Media blogs","See all articles","\u002Fblog\u002F",[467,488,503],{"type_key":468,"title":469,"excerpt":470,"to":471,"postedAt":472,"readingTime":473,"image":474,"authors":475,"category":485},"post","Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[476,479,482],{"name":477,"image":478},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":480,"image":481},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":483,"image":484},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":486,"name":487},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":468,"title":489,"excerpt":490,"to":491,"postedAt":492,"readingTime":493,"image":494,"authors":495,"category":502},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[496,499],{"name":497,"image":498},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":500,"image":501},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":486,"name":487},{"type_key":468,"title":504,"excerpt":505,"to":506,"postedAt":507,"readingTime":473,"image":508,"authors":509,"category":513},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[510,512],{"name":511,"image":498},"Harry Clements",{"name":500,"image":501},{"to":486,"name":487},{"acf_fc_layout":13,"reduced":299,"top_overlap":401,"bottom_underlap":401,"disable_observer":-1,"heading":515,"cta_text":516,"cta_link":517,"case_studies":518},"Related Paid Media case studies","See our work","\u002Four-work\u002F",[519,536,548],{"id":520,"title":521,"industries":522,"services":524,"clientName":529,"clientLogo":530,"clientLogoWidth":47,"clientLogoHeight":531,"colour":532,"fontColour":22,"image":533,"imageWidth":50,"imageHeight":534,"to":535},25104,"Integrated digital strategy achieves 600% increase in sales for new Airline ",[523],"Travel",[525,526,125,527,528],"Analytics","CRO","SEO","Strategy","Norse Atlantic Airways Integrated","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FNorse-Blue.svg",60,"#e0e7ee","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FNorse-Incrementality2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",458,"\u002Four-work\u002Fnorse-atlantic-airways-strategy\u002F",{"id":537,"title":538,"industries":539,"services":542,"clientName":543,"clientLogo":544,"clientLogoWidth":47,"clientLogoHeight":545,"colour":532,"fontColour":22,"image":546,"imageWidth":50,"imageHeight":534,"to":547},16340,"Paid media strategy unlocks over 5,000 new visitors for retailer",[540,541],"Home Improvement","Retail",[125],"Topps Tiles Paid Media","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FegDiOI8y-TT-Logo.svg",62,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FTopps-Tiles-Paid-Media.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Ftopps-tiles-paid-media\u002F",{"id":549,"title":550,"industries":551,"services":553,"clientName":554,"clientLogo":555,"clientLogoWidth":47,"clientLogoHeight":556,"colour":557,"fontColour":452,"image":558,"imageWidth":50,"imageHeight":534,"to":559},19450,"305% increase in leads for clinical trial specialist",[552],"Health",[125],"hVIVO","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FK4wIqiFG-hvivo.svg",123,"#0c8585","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FKLDqLy4W-hVIVO.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fhvivo\u002F",{"acf_fc_layout":561,"reduced":299,"top_overlap":401,"bottom_underlap":401,"disable_observer":-1,"heading":562,"title":563,"intro":564},"form_cta","Find out what we can do for your business","TALK TO AN EXPERT","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",{"ID":566,"id":566,"title":421,"filename":567,"filesize":568,"url":569,"link":570,"alt":30,"author":31,"description":30,"caption":30,"name":571,"status":33,"uploaded_to":98,"date":572,"modified":572,"menu_order":36,"mime_type":573,"type":38,"subtype":574,"icon":40,"width":575,"height":576,"sizes":577},29411,"CRUK-2024.png",525531,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FCRUK-2024.png?auto=compress%2Cformat&q=90","\u002Four-work\u002Fcancer-research-uk-legacy\u002Fcruk-2024\u002F","cruk-2024","2024-07-02 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