Is your nonprofit struggling to fully utilize your $10,000 Google Ad Grant each month? You’re not alone—many organizations face this challenge. Wouldn’t it be great if there was a simple strategy to help you maximize your grant, reach a wider audience, and make a bigger impact? Well, there actually is. Read on to discover a proven solution to help unlock your Google Ad Grant’s full potential.
The Issue
At Faircom, we’ve worked with a wide range of nonprofits— from local chapter-based organizations to some of the world’s largest and most notable nonprofits. We’ve managed everything from the standard $10,000/month Google Ad Grant accounts to Pro accounts with $40,000/month budgets, and even special projects funded up to $5 million through Google partnerships.
But recently we noticed a concerning trend: some accounts experienced a sudden drop in search volume, despite previously strong performance under various bidding strategies. These strategies are designed to meet specific campaign goals, such as increasing clicks, conversions, or overall value. The cause of the decline wasn’t immediately clear—there were no violations of Google’s rules, major website changes, or content issues. After exhausting common troubleshooting methods without success, we dug deeper.
The Fix: A New Strategy
Through extensive research and hands-on testing, we discovered a new approach that resolved search volume issues in 60% – 80% of cases.
But before you jump to solutions, the foundation of your account setup is crucial. Without the right structure, even the best strategies will fall short.
Step 1: Proper Google Grant Account Setup
If your team lacks in-house Google Ad Grant expertise, consider partnering with professionals. Ensuring your account follows Google’s strict compliance rules and best practices can save you from wasted spend—or worse, account suspension.
Key setup elements to address:
✅ Clear campaign structure with thematically grouped ad groups
✅ Quality ads that align with targeted keywords
✅ Strategic ad scheduling and location targeting
✅ Avoiding low-intent keywords that reduce account performance
Even minor oversights in account setup can dramatically affect your campaign’s effectiveness.
Step 2: Get Your Tracking in Order
Accurate tracking is non-negotiable. Ensure your website’s page views, donations, and conversion data are properly captured in Google Ads and Google Analytics.
🔎 Pro Tip: Setting this up often requires assistance from a Google Tag Manager expert or web developer. Don’t let valuable data slip through the cracks!
Step 3: Adjust Your Bidding Strategy
Bidding strategies should reflect your campaign’s goals. While there are many to choose from, we found that shifting to a conversion-focused strategy—such as maximizing conversion value—significantly improved results in our test.
✅ Starting Point: Set a target CPA (Cost Per Acquisition) between $200–$300.
✅ Refine through audience targeting and ongoing data analysis.
This approach helps direct your budget toward users more likely to take meaningful actions, like making a donation or signing up for a newsletter.
Why This Strategy Works
While not a magic bullet, this strategy is a powerful step forward in:
🚀 Increasing your monthly spend
🎯 Driving more relevant, high-quality traffic
💸 Boosting donations and meaningful conversions
By focusing on users most likely to engage, you make better use of your grant funds—ensuring that your nonprofit’s message reaches those most ready to act.
Step 4: Ongoing Optimization Is Key
Getting results isn’t just about setting things up—it’s about maintaining momentum. Success with the Google Ad Grant requires continuous effort:
✅ Regular account maintenance to avoid compliance issues
✅ Ongoing ad testing to find the best-performing creatives
✅ Frequent bidding strategy adjustments based on data insights
✅ Refining audience targeting for stronger engagement
Monthly check-ins and data-driven decisions are critical to long-term success.
Need Help? Let’s Make Your Grant Work Harder
If you’re still facing challenges—or simply want to leave it to the experts—our team is ready to help. With years of experience improving Google Ad Grant programs for nonprofits, we know what it takes to turn underperforming accounts into high-impact assets.
✅ Maximize your $10K grant spend
✅ Reach more supporters
✅ Increase donations and conversions
📅 Schedule a Google Ad Grant consultation and let us help you unlock your account’s full potential.
