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The British Association for Counselling and Psychotherapy (BACP) believes that counselling changes not just the lives of individuals, but of families and communities too.

The British Association for Counselling and Psychotherapy (BACP) is a professional body representing counsellors and psychotherapists in the UK. BACP supports its members through their careers by providing educational resources, promoting best practices, and ensuring high ethical standards. As a registered charity, BACP also aims to educate the public on the benefits of counselling and advocates for the profession’s role in enhancing mental well-being and social justice.

Logo of the British Association for Counselling and Psychotherapy with the text "bacp counselling changes lives" on a dark purple background.
A smartphone displaying a social media post from BACP promoting counselling services, featuring images and text. The website URL www.bacp.co.uk is visible.
BACP advertisement with a man speaking, promoting registered therapists for counselling support, with options to start now or find out more.

The Challenge

When BACP approached us, they were looking to consolidate their digital marketing efforts under one roof, encompassing their Paid Social Media, Google Ads, and Google Ads Grant accounts. While their previous agency had been managing some of these channels, BACP saw an opportunity to work more holistically with a single partner who could bring additional creativity and innovation to their campaigns.

BACP sought to enhance their campaign’s effectiveness by partnering with an agency that could deliver innovative strategies, proactive management, and expertise in the sector. Their goal was to find a collaborative partner capable of driving better engagement and conversions, ultimately achieving greater success in their digital marketing strategy.

The Solution

We initially inherited the existing campaigns to ensure continued advertising presence while we worked on a comprehensive overhaul. In the background, we rebuilt the campaigns with a new structure, focusing on optimising performance and alignment with BACP’s goals. By implementing a completely different approach to both Google and paid social campaigns, we achieved a higher conversion rate and a lower cost per acquisition (CPA).

Our proactive strategy included introducing Programmatic Display as a new channel. This addition allowed us to expand the campaign’s reach while maintaining the cost per acquisition (CPA) within the agreed key performance indicators (KPIs). Alongside managing the campaigns, we design all of the ad creatives across various channels, ensuring consistency and brand continuity. Furthermore, we support BACP with additional ad-hoc campaigns throughout the year, providing a flexible and responsive service tailored to the needs of the organisation.

We regularly meet with the team at BACP to discuss the campaign performance, next steps, and align everything with the annual media plan. As it stands, we manage campaigns across the following channels:

What’s next

The partnership has led to a tangible increase in engagement and conversions, including:

  • 307% increase in conversions
  • 79.3% increase in conversion rate
  • 207.3% increase in sign ups
  • 35.8% reduction in CPC
  • 11.5% increase in CTR

We look forward to continuing to work with BACP on their Google Ads, Google Grant, Paid Social, and Programmatic strategy to reach their target audience and increase brand awareness.

Colleagues discussing work

Working with WebBox has been an incredibly rewarding experience. Always responsive, collaborative and creative, the team have demonstrated a clear understanding of our brand and objectives, and have improved the performance of our digital marketing activity considerably.

Adam Pollard, Head of Marketing & Engagement, BACP

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