Oldham’s Heritage, Libraries and Arts (HLA) service has engaged Koios to manage its Google Ad Grant and provide essential analytics support to help expand their reach.

The HLA service combines an art gallery, theatre workshop, libraries and local archives in Oldham’s new Cultural Quarter.

This agreement was brokered by Koios’ international sales partner Digital Content Associates Ltd (DCA).

The Koios subscription will empower HLA to exercise the full potential of Google’s free advertising program by primarily exposing its website to online searches, driving traffic and engagement.

“Having completed a successful pilot project with Koios in 2022, we are very pleased to engage their team to promote our exciting new Heritage Library and Arts service. Oldham HLA wants to connect people to high-quality information and creative experiences. We have seen how Koios’ digital campaigns with the Google Ad Grant improved our library’s reach and impact and we are looking forward to taking advantage of the opportunity to promote our broader cultural offer.”

Vickie Varley, Digital Offer Lead for Oldham HLA

HLA offers a rich array of resources, events and activities that people search for but often don’t find online. Koios makes these resources visible, and reintroduces people to their own public library.

In 2022, Koios successfully applied for Oldham’s Google Ad Grant via a community library and started running a pilot ads program for Oldham Library, including major campaigns for YouTube and the library’s online catalog. These Koios-led campaigns boosted monthly visits to the library website by over 40% plus an 86% increase in visitors to the library’s YouTube channel.

‘We are grateful to Oldham Libraries for showing that a UK library can successfully apply for and secure a Google Ad Grant via associated non-profit bodies. Our experience with Oldham Library showed the HLA how we can increase, significantly, visits to their online resources and programming. When the public is more aware of what libraries do, it is more likely to support libraries.’

Peter Velikonja, Head of Research at Koios

‘For HLA to thrive, people need to be aware of the depth and range of their excellent services. Google is where we start searching for the things we want, so it makes sense to put HLA there. A Google Ad Grant is a great way for Oldham HLA to reach and attract a broad demographic. We are confident we can create a real success story here, and that Oldham’s initiative will become a model for other UK library systems.’

Barney Allan of Koios’ UK agent DCA
  • Successfully applied and won an Ad Grant via a community library
  • Brought over 40% more visitors to the library website each month
  • Exposed the library catalog to Google searches
  • 86% increase in visitors to the library’s YouTube channel

In January 2021, DCA and Koios approached Oldham libraries with an offer of a free pilot, to explore the potential of setting up a Google Ad Grant campaign for a UK library. Working with Delph Community Association, one of Oldham’s community-run branches, we were able to successfully apply for and secure an Ad Grant. 

Koios started running a Google Ads program for Oldham Library in July 2021, with major campaigns for YouTube and the library’s online catalog. A view of January 2022 shows a healthy account, which attracted over over 8,000 new visitors in 30 days, an in-kind value from Google of $9,942 (of $10,000 available monthly). Most of these new visitors were brought to the library’s online catalog, a resource which is normally invisible to regular online searches.

Koios 30-day performance dashboard, showing 8,175 clicks with in-kind value of $9,942

Bringing in New People  

Koios’ deployment of the Google Ad Grant brought 6,000 new visitors to Oldham Library’s website in the space of one month. Koios also used the Ad Grant to promote the library’s YouTube channel, which was extremely successful. The campaign started in July, 2021, and volume increased dramatically, with January 2022 impressions (number of views for the library’s YouTube ad) up 500%.

Online search is open to anyone with access to a smartphone or computer, so the people Koios bring to the library represent a broad range of communities. Demographics show a tilt toward younger people – for which YouTube clicks can take responsibility. 

Most of the people who were brought to Oldham Library’s website through this pilot were those who would not usually think of their library or know what resources it has. Through Koios, the library was able to reach a new, younger and more diverse group of users and let them know that they have what they were looking for.

Proof of Concept 

The library’s Koios-managed account generated thousands of clicks on ads, introducing new visitors to the library and its resources. 

Libraries have hundreds of thousands of individual resources that people searching online are interested in – if they can find them. Koios makes those resources visible, and reintroduces people to their own public library.

‘We are grateful to Oldham Libraries for participating in this pilot, which showed that a UK library can successfully apply for and secure an Ad Grant via associated non-profit bodies. Koios were able to help make the Ad Grant work grant work very effectively – spending nearly the full $10,000 per month that Google allocates to grantees. Our experience with Oldham proved that working with Koios can create a significant increase in discovery and visibility of library resources and programming. This in turn should help drive usage and so protect library budgets and jobs.’

Peter Velikonja of Koios

‘For libraries to survive and thrive, people have to be made aware that they exist. We wanted to show that a Google Ad Grant is a great way to reach beyond the library’s existing patron base to attract a younger, more diverse demographic. Google is where we start searching for the things we want, so it makes sense to put the library there. And we showed we can do that.’

Barney Allan of DCA London

With Koios free 60-day trial, we’ll set up and manage your Ad Grant for the trial period — and the Ad Grant is yours to keep should you decide to manage it on your own.  

Already have a Google Ad Grant? Let us do a free review with recommendations to improve performance. 

Get in touch today – 

Set up your demo call here for anytime, or meet us at PLA (booth #847).

You can also email us directly if you have any questions.


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