Case Studies from Real Nonprofit Accounts

Many nonprofit organizations struggle with limited online visibility paired with tight budgets that make growth difficult. With national fundraising benchmarks showing donor retention rates declining, organizations must work harder to reach and engage supporters, especially through digital channels.

Google Ad Grants help address this challenge by equipping nonprofits with up to $120,000 per year of free search advertising to increase awareness and drive engagement. This is a great opportunity for nonprofits, but for many, results vary depending on how the accounts are structured, managed, and aligned with organizational goals.

Below, we dive into two nonprofit case studies that show what’s possible when Google Ad Grants are managed strategically. These examples demonstrate how thoughtful account restructuring can help nonprofits better utilize grant spend, expand search visibility, and drive meaningful mission-related actions—all powerful tools for growth.

The outcomes—including 65-70% increases in ad spend, substantial growth in impressions, and notable gains in donations—offer practical insight for organizations looking to strengthen the performance of their own Google Ad Grants.

Case Study 1: Increasing a Health Organization's Visibility & Mission Impact Through Strategic Account Restructuring

This case study focuses on a long-established regional affiliate of a national health-focused nonprofit. The organization provides a range of services to individuals affected by a chronic health condition, including community support programs, care coordination, and access to educational resources designed to increase awareness.

Like many nonprofits, the organization was eligible for and actively using Google Ad Grants. However, upon review, it became clear that the account was not reaching its full potential. An outdated campaign structure and misalignment with current organizational goals limited ad spend and reduced opportunities for visibility and engagement. Our team was brought in to restructure the account and align it with the nonprofit’s priorities.

Achieving meaningful results within a Google Ad Grants account can be challenging, especially in competitive search environments. Nonprofits often find themselves competing against larger organizations and for-profit companies targeting similar keywords through paid search. To address this, a more strategic approach was needed.

Rather than competing in the most saturated geographic areas, we shifted targeting toward smaller, surrounding communities where competition was lower and opportunities for engagement were stronger. This geographic refinement was supported by targeted Search and Performance Max campaigns that leveraged long-tail keywords to better algin with user intent and reach audiences more likely to take action.

Another key objective of the organization was increasing awareness through educational resources and direct support. To support this goal, we shifted away from broad, competitive keywords to more specific informational searches related to the chronic health condition.

A dedicated search campaign was developed to answer common user questions and direct traffic to relevant educational content on the organization’s website—helping expand public awareness of the organization’s mission.

By rebuilding the Google Ad Grants account structure to better align with the nonprofit’s current goals, we were able to unlock immediate and ongoing performance improvements. In the first full month after implementing the new structure, total account spend increased by over $2,800, representing a 65% increase compared to the previous month.

This improved structure also led to significant growth in visibility and engagement. The account saw 84% more clicks and a nearly 300% increase in impressions, helping expand awareness of the organization and amplify its mission.

Beyond awareness, the updated strategy also drove meaningful mission-related actions. Over the four months following implementation, the account experienced a 180% increase in its primary conversion compared to the previous four-month period. This demonstrates the impact of a strategy-driven Google Ad Grants approach.

Case Study 2: Driving Awareness & Conversions for a Network of Humane Societies

This case study focuses on a statewide nonprofit organization operating a large network of animal welfare facilities, including multiple shelters and a sanctuary. The organization sought to better optimize its Google Ad Grants account to support awareness, engagement, and mission-driven outcomes across its locations.

Like many nonprofits, the organization was eligible for Google Ad Grants and had managed the account internally. When our team reviewed the account, we identified many opportunities for improvement. Several campaigns were not fully optimized, resulting in unused grant spend. Others had become outdated or lacked clear organizational structure.

We were brought in to rebuild the account with a focus on strategic alignment, improved organization, and better support of the organization’s current goals.

To begin, we worked to clearly define the organization’s primary goals and rebuild the Google Ad Grants around those priorities. Key objectives included driving engagement with adoption-related pages, increasing awareness for their large animal sanctuary, and supporting broader mission-focused actions across the organization.

We started by focusing on adoption-related goals, as the organization’s shelters play a central role in its mission. To support this, we built a foundation of both Search and Performance Max campaigns focused on geographic targeting around shelter locations. Campaigns were further segmented into specific ad groups aligned with different types of animals, allowing messages and keywords to match user intent.

To support the sanctuary, we developed a dedicated Search campaign centered on geographic targeting near the site, with an expanded radius across the state. Separate ad groups targeted educational experiences, group visits, and general sanctuary awareness. Through specific keywords and directing users to relevant website pages, we created meaningful engagement.

Finally, we created a Performance Max campaign related to raising awareness of the organization as a whole. This campaign directed users to specific pages for broader understanding of the mission.

We saw similarly strong results for this large network of humane societies. Over a six-month period, total ad spend increased by 70% compared to the previous six months under the old account structure, allowing the organization to take fuller advantage of its available grant budget.

These changes drove substantial growth in reach and engagement, including a 400% increase in impressions and a 58% increase in clicks. As a result, the organization successfully expanded traffic to its website and increased overall brand awareness across its network of shelters.

In addition to visibility gains, the updated strategy led to meaningful improvements in mission-related actions. After six months of running the new campaigns, overall conversions increased by 80%. These actions included adoption form submissions, in-person shelter visits, and donation button clicks directing users to the organization’s donation platform.

Together, these results demonstrate how a thoughtfully restructured Google Ad Grants account can transform underutilized ad spend into measurable impact for nonprofit organizations.

Case Studies by Matthew Adrian, Digital Marketing Manager at Streamworks
Written by Julie Smith, Director of Fundraising Strategy at Streamworks

Introduction to Google Ad Grants

The Google Ad Grants program offers nonprofit organizations a powerful way to boost their online visibility and connect with people searching for causes like theirs. By providing up to $10,000 per month in free advertising credits, Google Ad Grants empower nonprofits to raise awareness, promote their mission, and drive meaningful engagement—all without straining limited budgets. With a well-managed Google Ad Grants account, organizations can reach new audiences, increase website traffic, and encourage actions such as donations, event sign-ups, or volunteer applications. Effective Google Ad Grants management is essential to unlock these benefits, making it important for nonprofits to understand the program’s features, eligibility requirements, and best practices for maximizing their ad grants and online impact.

Eligibility and Application

To participate in the Google Ad Grants program, nonprofit organizations must meet specific eligibility criteria. First, organizations must have valid charity status in their country and be registered with Google for Nonprofits. The application process involves submitting an online application, providing documentation to verify nonprofit status, and agreeing to Google’s program policies. Once the Google Ad Grants team reviews and approves the application, eligible nonprofits can set up their Google Ad Grants account and begin creating ad campaigns to promote their mission. The program is available to eligible nonprofits in over 50 countries, though requirements and processes may vary by location. Ensuring compliance with all guidelines is crucial for maintaining access to ad grants and making the most of the account.

Setting Up Google Ad Grants Campaigns

Launching successful Google Ad Grants campaigns starts with a strategic approach to campaign structure and keyword selection. Nonprofits should begin by conducting thorough keyword research to identify specific keywords and search terms that align with their mission and the interests of their target audience. Tools like Google Keyword Planner can help uncover relevant phrases, such as “animal shelter volunteering” or “support local food banks,” which can be grouped into focused ad groups. A well-organized Google Ad Grants account should include multiple ad campaigns and ad groups, each targeting different aspects of the organization’s work and directing users to dedicated landing pages. Setting up conversion tracking is also essential, as it allows nonprofits to measure the effectiveness of their ad campaigns, understand which search terms drive valuable actions, and make data-driven decisions to optimize performance. By carefully structuring their Google Ad Grants campaigns, nonprofits can maximize their ad grants and drive more meaningful engagement.

Creating Effective Ad Copy

Compelling ad copy is at the heart of every successful Google Ad Grants campaign. Nonprofits should focus on writing clear, engaging headlines and descriptions that highlight their mission and inspire action. Each ad should be tailored to the target audience, using language that resonates and encourages users to take the next step—whether that’s making a donation, signing up for a newsletter, or learning more about a cause. Responsive search ads are especially effective, as they allow organizations to test multiple headlines and descriptions, automatically serving the best-performing combinations to users. Including a strong call-to-action and ensuring ad copy aligns with the keywords and landing pages will help improve quality score and overall campaign performance. Regularly testing and refining ad copy ensures that Google Ad Grants campaigns remain relevant and effective in reaching new supporters.

Digital Marketing Strategies

To fully leverage the power of Google Ad Grants, nonprofit organizations should integrate their ad grants campaigns into a broader digital marketing strategy. Utilizing tools like Google Analytics and Google Tag Manager enables nonprofits to track website traffic, monitor conversions, and gain insights into how users interact with their ads and web pages. Combining Google Ad Grants with other digital marketing channels—such as content marketing, social media, and email campaigns—can amplify reach and engagement. Additionally, investing in search engine optimization (SEO) efforts helps improve organic search rankings, ensuring the organization’s website appears prominently in search results alongside paid ads. By aligning Google Ad Grants with ongoing SEO and content marketing initiatives, nonprofits can boost their online visibility, attract more interested users, and drive greater mission impact through both paid and organic search.