Category: Training
Industry: Non-profit
Project type: Audit, training and support
Completed: August 2026
Delivery: Three-month engagement
Platforms: Google Ads, Meta and HubSpot
The organisation was working with three separate agencies across lead generation and telemarketing, emergency fundraising campaigns, and creative production.
The objective was not to remove every external partner. It was to bring the areas that could realistically be managed internally into the organisation, while retaining specialist support where it continued to add value.
Over three months, KNOP helped the internal team take ownership of lead-generation advertising, emergency fundraising campaigns and donation activity. The telemarketing provider continued to follow up generated leads, while the creative agency remained responsible for campaign creative.
Project overview
| Project facts | Details |
|---|---|
| Service | In-house digital advertising transition and training |
| Initial setup | Three external agencies across lead generation, fundraising advertising and creative production |
| Moved in-house | Lead-generation advertising, emergency campaigns and donation campaigns |
| Retained externally | Telemarketing follow-up and creative production |
| Team training | Google Ads, Meta campaign management and HubSpot lead workflows |
| Post-transition support | Two months of guided support while the team began managing activity internally |
The challenge
The organisation had a fragmented delivery model, with several external partners responsible for different parts of the marketing process.
While the model was functional, internal knowledge of campaign setup, optimisation, lead management and reporting was limited. This made the team dependent on external providers for routine advertising activity and reduced visibility over how campaigns and leads moved through the wider marketing process.
The objective was to build enough internal capability to manage core digital advertising directly, without forcing the organisation to bring every specialist function in-house.
What was delivered
The project combined audit, practical training, guided implementation and post-transition support.
- reviewed the existing advertising, lead-generation and CRM setup
- identified which activities could realistically move in-house
- trained the team to manage different types of Google Ads campaigns
- trained the team to create, monitor and optimise Meta campaigns
- trained the team to use HubSpot as part of the lead-generation process
- set up and documented the process for leads to flow into HubSpot and through to the external telemarketing provider
- connected campaign activity with the existing contact database
- moved lead-generation, emergency and donation advertising into internal management
- retained the telemarketing and creative agencies where specialist support was still useful
- provided two months of support while the team began managing activity independently
Platform capability built
The training focused on the platforms the team needed to manage day to day.
- Google Ads: campaign setup, different campaign types, budgets, targeting, optimisation and conversion performance
- Meta: campaign structure, audiences, creative performance, optimisation and fundraising activity
- HubSpot: lead capture, CRM workflows, automated lead transfer, database connection and lead-status visibility
This gave the team a clearer understanding of the full process from campaign launch through to CRM, database management and external lead follow-up.
Before and after
| Before | After |
|---|---|
| Heavy reliance on external agencies | Core campaign management moved in-house |
| Limited internal platform knowledge | Internal capability across Google Ads, Meta and HubSpot |
| Agency-managed lead process | Team able to manage lead flow and CRM integration |
| External support used across most campaign activity | External specialists retained only where they continued to add value |
The outcome
The organisation moved from a heavily outsourced digital advertising model to a more balanced structure, with stronger internal ownership of both campaign activity and lead management.
The team could manage Google Ads, Meta campaigns and the HubSpot lead process directly, while the telemarketing and creative agencies remained in place for specialist support.
The new model provided:
- stronger internal ownership of advertising activity
- better visibility across campaign, CRM and lead follow-up
- less dependence on agencies for routine campaign management
- faster internal decision-making
- improved understanding of how leads moved from advertising into the database and telemarketing process
- a more sustainable balance between internal capability and external expertise
Want to bring more digital marketing in-house?
KNOP can help identify what your team can realistically manage internally, provide practical training and support the transition without forcing an all-or-nothing agency model.
