Google Ad Grant Management for Nonprofits
This document outlines the scope of work, challenges, and results for managing Google Ad Grant accounts for various nonprofit organizations. It covers initial setup, optimization strategies, and ongoing management to maximize the $10,000 monthly ad budget provided by Google. Case studies are presented for BraveHearts For Kids, Darkroom Faith, Solvoz Foundation, Training Institute, and an Orphanage, demonstrating successful campaigns across different sectors.
Our Initial Setup and Optimisation Process for each project

1

Initial Setup and/or Optimization
(1-3 weeks):
  • Providing detailed instruction to get access to GAds, GA4 and GTM (setting up them is necessary);
  • Agree locations and priorities;
  • Website review (crucial recommendations);
  • Accounts creation/setup: GA4;
    Tag Manager; Google Ads
  • Setup and check up of goals through Google Tag Manager and Google Analytics.
  • Import data from GA4.
  • Campaigns development:
  • Search campaigns, dynamic targets DSAs;
  • Search campaigns with RSA ad copies:
  • Semantic core (keyword lists);
  • Ad copies creation according to Google requirement and advertiser USP (Dynamic keyword insertion; Dynamic Geo if needed);
  • Negative keywords lists;
  • Semantics approval;
  • All possible ad assets creation.

2

Monthly Management, Optimization, and Expansion
Review and management:
  • Campaigns performance analysis;
  • Strategy adjustment (if needed);
  • Hypothesis set for testing;
  • Conversion checking checkup;
  • Google Support communications;
  • Urgent tasks.
Reporting:
  • Campaigns performance reporting;
  • Status report (plan/fact);
  • Recommendations (budget, account expansion, competition changes).
Ad campaigns optimisation:
  • Budget spent maximization;
  • Semantic core increase and account expansion.
Bids analysis and adjustment:
  • Locations;
  • Schedule (day, week);
  • Devices;
  • Demographics;
Ad copies analysis and adjustment:
BraveHearts For Kids Case Study
Client Overview
Client: BraveHeartsForKids (Nonprofit)
Website: tv.braveheartsforkids.org
Country: US
Goal: Launching Google Ad Grant for subscriptions to a free AI tool for monetizing podcasts, books, or YouTube channels. The ads are targeted at the United States.
Account: Active since January 2024. Start date of account
optimisation: January 29, 2024.
Challenges
High competition in AI related keywords.
Organizations with larger budgets can outbid non-profits, limiting the visibility of ads.
While Google Ad Grants provide $10,000 worth of free advertising per month, it comes with a $2 limit, making it difficult to compete with for-profit companies that have the budget to bid higher on high-demand keywords like 'AI monetisation', 'AI-enabled content monetisation' and 'AI tools for creators'.
Therefore, it was important to identify long-tail keywords or niche terms that are less competitive but still relevant to the target audience.
It was also necessary to change the bidding strategy to maximize conversions to be able to bid on high-value keywords.
Due to the high level of competition, it was necessary to develop highly effective ads that would elicit a deep response from the target audience while competing with commercial organizations with greater advertising resources.
Work done
  • Semantic core creation: target search queries, close ones and more with interest intent to form the funnel.
  • Custom ad copies for every ad group with callouts and dynamic keywords insertion.
  • Keywords and cross-negative keyword lists.
  • All possible ad extensions have been added (additional links, images, clarifications, structured descriptions).
  • Created various audiences in Google Analytics 4.
  • Configured conversion goals in Google Analytics 4.
Results
Within two months, we fully utilized the allocated Google budget and achieved a significant number of subscriptions.
Thanks to the careful setup of advertising campaigns and ongoing account optimization—including expanding keyword lists, improving ad quality, and adding negative keywords—we reached a sufficient number of conversions within just two weeks.
This allowed us to switch to the "Maximize Conversions" bidding strategy.
As a result, we were able to compete in Google Ads auctions for more relevant and higher-value keywords.
  • Clicks 2149
  • Impression 15672
  • CTR 13.71
  • Conversions 769
  • Avg CPC $4.57
  • Bounce Rate 43.23%
  • Session 1705
Overview at the start February 2024
Conversions
  • Clicks 1323
  • Impression 10362
  • CTR 12.77
  • Conversions 132
  • Avg CPC $4.28
  • Bounce Rate 62.28%
  • Session 1002
Overview March 2024
  • Clicks 2149
  • Impression 15672
  • CTR 13.71
  • Conversions 769
  • Avg CPC $4.57
  • Bounce Rate 43.23%
  • Session 1705
Darkroom Faith Case Study
Client Overview
Client: Darkroom Faith (Nonprofit)
Website: darkroomfaith.com
Country: US
Goal: Launching Google Ads for subscriptions to a free resource that helps students with faith research questions.
The ads are targeted at the United States.
Account: Active since April 2024. Start date of account optimization: April 01, 2024.
Challenges
Targeting a Niche Audience:
Christian Teenagers.
Reaching Christian teenagers is challenging, particularly with Google Ad Grants, which has limited targeting options compared to paid Google Ads.
Keywords need to be relevant to both teenagers and faith-related topics. The challenge is to ensure the keywords are specific enough to attract Christian teenagers without attracting irrelevant traffic or users who may not be interested in faith-based content.
Compliance with Google Ad Grant Policies. Google Ad Grant campaigns come with strict rules that must be adhered to, such as maintaining a 5% click-through rate (CTR) and ensuring ad relevance and quality.
This can be particularly challenging when targeting a younger, potentially less predictable audience like teenagers.
To meet these requirements, the ads and landing pages must be continuously optimized to ensure they are engaging, relevant, and driving meaningful interactions.
Campaign Development
  • Gathering semantics in the given niche.
  • Creating search campaigns and ad groups based on site content.
  • Creating Responsive Search Ads.
  • DSA Campaign Creation.
  • All possible ad
    extensions have been added (additional links, images, clarifications,
    structured descriptions).
  • Created various audiences in Google
    Analytics 4.
  • Configured conversion goals in Google
    Analytics 4.
Results
Within the Google Ad Grants program, once a campaign reaches enough conversions, it can switch to the "Maximize Conversions" bidding strategy, which is particularly beneficial for increasing visibility on more relevant keywords.
However, the initial challenge was to quickly meet the conversion threshold. To achieve this, we focused on expanding the keyword base, optimizing ad copy, targeting, and landing pages to drive early conversions (in this case, subscriptions).
As a result, within just a month, we transitioned to the "Maximize Conversions" bidding strategy, allowing us to secure more competitive placements in auctions for high-value keywords.
Overview start of April 2024
Conversions
Overview March 2024
Conversions
  • Clicks 2149
  • Impression 15672
  • CTR 13.71
  • Conversions 769
  • Avg CPC $4.57
  • Bounce Rate 43.23%
  • Session 1705
Solvoz Foundation Case Study
Client Overview
Client: Solvoz Foundation (Nonprofit)
Website: info.solvoz.com
Goal: Launching Google Ad Grant traffic for Submitting Applications to Participate in Procurement Tenders for Nonprofit Organizations
Account: Active since June 2013.
Start date of account optimization: October 1, 2023.
Challenges
● A very selective industrial (B2B) niche, yet to leverage
Google Ad Grant traffic that doesn't normally work for
such verticals
● Cost per click of relevant B2B traffic is by far beyond
$2 of Google Ad Grant traffic.
Campaign Development
● Gathering semantics in the given niche.
● Creating search campaigns and ad groups based on
site content and with different targeting for each
country.
● Creating Responsive Search Ads.
● All possible ad extensions have been added
(additional links, images, clarifications, structured
descriptions).
● DSA Campaign Creation.
● Created various audiences in Google Analytics 4.
● Configured conversion goals in Google Analytics 4.
Results
Creating Google Ad Grant campaigns for a very selective industrial B2B niche involves overcoming unique challenges, from understanding the specific needs of the target audience to optimizing for low-traffic keywords.
By focusing on precise targeting, compelling ad copy, and effective landing pages, we effectively leveraged Google Ad Grant traffic even in traditionally unresponsive sectors.
Continuous optimization and a deep understanding of the niche were crucial for achieving meaningful results and conversions.
Performance metrics of the account prior to our optimisation:
Overview September 2023

Conversions
  • Clicks 1312
  • Impression 14363
  • CTR 9.13
  • Conversions 1
  • Avg CPC $1.53
  • Bounce Rate 20,37%
  • Session 697
  • Av. Sessi on Duration 1:34
Performance metrics of the account after two months of our optimisation:
Overview November 2023
Conversions
  • Clicks 2979
  • Impression 35022
  • CTR 9.67
  • Primary Conversions 121.38
  • Avg CPC $3.21
  • Bounce Rate 43.76%
  • Session 2523
  • Av. Session Duration 2:00
Overview July 2024
  • Clicks 2380
  • Impression 14099
  • CTR 16.87%
  • Conversions 199.4
  • Avg CPC $4.01
  • Cost/conv $47.89
Training Institute
(People Incorporated) Case Study
Client Overview
Client: Training Institute (Nonprofit) Website: traininginstitute.org
Country: US Goal: Launching Google Ads focused on registration and purchase of online courses.
Account: Active since May 2023.
Start date of account optimization: July 1, 2023.
Challenges
● High Competition for Keywords. The online education market is saturated with both free and paid courses, leading to high competition for popular keywords. When using Google Ad Grants, it's crucial to identify less competitive, long-tail keywords that can still attract potential customers.
● Creating Distinctive Value Propositions. To stand out against paid competitors, the ad copy and landing pages must clearly articulate the unique value propositions of the online courses offered by the Training Institute
● Grant accounts are limited to a maximum price per click of up to $2.
● Competitive keywords in this niche cost more than $2, so it is necessary to make a shift of bidding strategy to maximum conversions to be able to bid for expensive keywords.
Campaign Development
● We've collated all possible targeted keywords and have kept monitoring search queries, for continual semantics growth, suspension of non-converters and keywords optimization, according to CTR, CPC and CPA.
● Continual exclusion of traffic relating to
irrelevant search queries, and initial
preparation of negative keyword lists
on a daily basis.
● Creating search campaigns and ad
groups based on site content.
● Creating Responsive Search Ads.
● DSA Campaign Creation.
● Created various audiences in Google
Analytics 4.
● Configured conversion goals in Google
Analytics 4.
Results
Within two months, we successfully achieved full utilisation of the allocated budget for our Google Ads campaign, resulting in a significant increase in the number of conversions.
This rapid growth can be attributed to a combination of strategic optimizations and targeted advertising efforts. In just a month and a half, we managed to gather enough conversions to transition to the account bidding strategy aimed at maximizing conversions.
This was a pivotal moment for the campaign, as it allowed us to shift our focus towards more relevant and higher-cost keywords in the Google Ads auction.
By adopting this strategy, we could increase our visibility in searches related to our offerings, enabling us to reach a broader audience who were actively looking for services similar to ours.

Overview August 2024
  • Clicks 1570
  • Impression 13545
  • CTR 11.56%
  • Conversions 111
  • Avg CPC $6.28
Performance metrics of the account prior to our optimisation:
Overview May 2023
Conversions
  • Clicks 384
  • Impression 4912
  • CTR 7.82%
  • Conversions 0
  • Avg CPC $1.85
  • Bounce Rate 50,96%
  • Session 312
Performance metrics of the account after two months of our optimisation:
Overview August 2023
Conversions
  • Clicks 2597
  • Impression 30289
  • CTR 8.57%
  • Conversions 51
  • Avg CPC $3.62
  • Bounce Rate 45.83%
  • Session 1702
Orphanage Case Study
Challenges
  • The competition in this niche is very high.
  • Targeting selected countries with high standard of living to start with.
  • Grant accounts are limited to a maximum price per click of up to $2.
  • Competitive keywords in this niche cost more than $2, so it is necessary to make a shift of bidding strategy to maximum conversions to be able to bid for expensive keywords.
Campaign Development
  • Gathering semantics in the given niche.
  • Creating search campaigns and ad groups based on site content and with different targeting
    for each country.
  • Creating Responsive Search Ads.
  • DSA Campaign Creation.
  • Created various audiences in Google Analytics 4.
  • Configured conversion goals in Google Analytics 4.
Overview June 2023 Performance metrics of the account prior to our optimisation:
Conversions
  • Clicks 404
  • Impression 4180
  • CTR 9.67
  • Conversions 9
  • Avg CPC $1.6
  • Bounce Rate 12.85%
  • Session 358
  • Av. Session Duration 05:07
Overview July 2023
Conversions
  • Clicks 1120
  • Impression 12000
  • CTR 9.67
  • Conversions 847
  • Avg CPC $6.46
  • Bounce Rate 28.85%
  • Session 1234
  • Av. Session Duration 03:22
Results and Ongoing Optimisation
491 submit_lead_form, 356 assisted conversions. In a month and a half, we got enough conversions to switch to the account bidding strategy to maximize conversions. This gave us the opportunity to bid for more relevant and more expensive keywords in the Google Ads auction: as a result, conversions increased.
Completed tasks:
  • Search query review - we always track and analyze search queries to grow negative keyword lists, as well as to add convertible queries as keywords;
  • Create new campaigns according to new services on website;
  • Review of audience performance, new audience testing;
We've grown this project from zero and delivered results almost from the start. Currently, we deliver optimization for increasing KPIs and quality scores in the account.