How it works
A Clear Path From First Conversation to Ongoing Growth.
We break the work into clear stages so you know what happens next, what each phase covers, and when your organization moves forward.
For new-to-Grant organizations, the journey begins with readiness and application. Once the Grant is activated, we move into account setup and launch, followed by ongoing management.
Your goal
Discovery
Phase 1
Readiness & Application · $300
Google review
External step · decision by Google
Phase 2
Account Setup & Launch · $300
Phase 3
Ongoing Management · $300/month
Dashed step: controlled by Google, not MSM.
The approach
You Should Always Know What Happens Next.
Each stage has a defined purpose, a defined scope, and a clear point at which the next stage begins. You don’t need to commit to ongoing management before the initial work is ready, and you don’t need to guess what you’re paying for.
Defined scope
Know what the current stage covers.
Clear handoff
Know when one stage ends and the next begins.
No unnecessary commitment
Move into the next phase when it becomes relevant.
The journey
From Readiness to Management
01
Discover
We understand your organization, goals, current Grant status, and the problem you are trying to solve.
02
Prepare
We determine what needs to be addressed before moving into the application or implementation stage.
03
Apply
For new-to-Grant organizations, we prepare and support the application process.
04
Google review
Google reviews eligibility and the application. Review timing and final decisions are controlled by Google.
05
Activate
Once the Grant is activated, the account becomes ready for the next phase of implementation.
06
Build
We establish the initial tracking, search strategy, campaign structure, ads, targeting, and other agreed launch components.
07
Launch
We complete QA, deploy the initial campaign setup, and verify the account is functioning as intended.
08
Manage
Ongoing management begins with recurring optimization, compliance monitoring, measurement, reporting, and prioritized improvement.
Phase 01
Readiness & Application
$300 one-time
Phase 1 is for organizations new to the Google Ad Grant that need help getting from “we want the Grant” to a properly prepared application.
We review
- Organization and mission
- Programs and services
- Website readiness
- Basic program requirements
- Existing Google for Nonprofits status
- Access and information needed for the application
We handle
- Eligibility and Goodstack/G4NP verification
- Website policy and compliance audit
- Readiness guidance and application preparation
- Submission support and initial Google follow-ups
- Status and next-step guidance
Scope: Phase 1 is focused on readiness and application support. Major website development, extensive content creation, and substantial remediation are outside the standard phase and may require separate work.
Google makes the final eligibility and activation decision. We support the process but cannot guarantee approval. If Google declines the initial application due to minor policy issues, we complete the necessary remediation and re-submit at no extra cost until it is approved.
Between phases
Then Google Reviews the Application.
Once the application or activation request has been submitted, there may be a period while Google reviews the organization’s eligibility and processes the request. The timing and decision are controlled by Google, not by us.
MSM
Prepare → Submit
Application support
Review
External step
Grant activated
Decision by Google
MSM
Phase 2 begins
Setup & launch
We don’t promise a fixed end-to-end approval timeline because Google’s review process is outside our control.
Phase 02
Account Setup & Launch
$300 one-time
Once the Grant is activated, Phase 2 turns the newly available account into a functioning starter campaign system.
Measurement
- GA4 / GTM setup or verification
- Conversion tracking
- Event and conversion mapping
- Measurement QA
Search strategy
- Search-intent research
- Initial keyword research
- Campaign themes
- Landing-page mapping
Campaign build
- Initial campaign structure
- Defined ad groups
- Ad copy and targeting
- Negative keyword approach
- Relevant assets
Launch
- QA
- Deployment
- Verification
- Initial refinement
Scope: Phase 2 is a defined starter implementation, not unlimited account reconstruction. Larger campaign builds, major website changes, complex tracking projects, or extensive account remediation may require separate scope.
From build to management
Launch Is the Beginning of Optimization, Not the End.
Once the agreed initial setup is complete and the campaign is launched and verified, the account moves from implementation into ongoing management.
Phase 2
Build
Foundation
Then
QA & launch
Deploy and verify
Verified live
Handoff
Account is functioning
Phase 3
Manage
Ongoing optimization
Implementation
Build the foundation.
Management
Work with the account’s real performance data.
Phase 03
Ongoing Management & Optimization
$300 / month
Once the account is live, ongoing management focuses on keeping the Grant compliant, improving campaign performance, and learning from real search and conversion data.
Search & keywords
Review search terms, keywords, and opportunities for refinement, including negative keyword additions.
Ads & campaigns
Optimize campaign structure, ad messaging, and A/B testing based on available data.
Budget & bidding
Monitor budget allocation and bidding decisions within the account’s goals and available data.
Compliance
Monitor applicable Grant requirements and address potential issues.
Measurement
Review conversion tracking and the relationship between campaigns and meaningful actions.
Reporting
Provide a monthly Looker Studio overview with strategic updates, landing page feedback, and prioritized next improvements.
Monthly work is prioritized according to account needs within the defined management scope.
Billing: Phase 3 begins exactly 30 days after Phase 2 is completed and campaigns are verified live.
Scope matters
Ongoing Management Is Focused Work, Not Unlimited Production.
The $300/month service is designed for recurring account management and optimization. It is not an unlimited production package.
Included in normal management
- Campaign and keyword optimization
- Search-term review
- Compliance monitoring
- Measurement oversight
- Monthly reporting
- Prioritized recommendations
Potentially separate scope
- Major website rebuilds
- Extensive landing-page creation
- Large-scale content production
- Complex tracking architecture
- Major account reconstruction
- Extensive CRM integrations
- Large campaign expansions
If the scope changes, we address it clearly. Rather than quietly expanding the original scope, we identify the additional work and discuss the next step. Standard work is included in the phase. Additional work is separately identified. Major projects are separately scoped.
Client responsibilities
A Smooth Process Requires Access and Timely Decisions.
We handle the marketing work, but some parts of the process depend on your organization.
Provide access
Website, Google properties, analytics, advertising accounts, and other systems relevant to the agreed scope.
Provide information
Mission, programs, audiences, goals, conversion priorities, and organizational information.
Review when needed
Some implementation decisions require your approval or clarification.
Keep your website ready
Major website changes can affect landing pages, tracking, campaigns, and compliance.
Two starting paths
Not Every Organization Starts in the Same Place.
Path A: New to the Google Ad Grant
You don't have an active Grant yet.
- Phase 1: Readiness & Application, $300
- Google review, then Grant activated
- Phase 2: Setup & Launch, $300
- Phase 3: Ongoing Management, $300/month
Path B: Already have a Grant
Your account is already active.
- Grant Audit
- Account findings
- Recommended next step
- Management or corrective work
Existing accounts vary significantly. An account may need routine management, structural correction, tracking remediation, or a larger rescue project, so we assess the account before recommending the next step.
When you pay
Each Phase Has Its Own Investment.
Phase 1 · $300 one-time
Paid when beginning the readiness and application phase.
Phase 2 · $300 one-time
Paid upfront once the Grant has been activated and Phase 2 is ready to start.
Phase 3 · $300/month
Begins exactly 30 days after Phase 2 is complete and campaigns are verified live.
You are not charged for all three phases upfront.
Timing
Some Steps Are in Our Hands. Others Aren't.
MSM-controlled work
- Readiness review
- Application preparation
- Tracking implementation
- Campaign build
- QA and launch
- Ongoing management
External dependencies
- Google review
- Google activation decisions
- Client access
- Client approvals
- Website changes made by third parties
- Other platform or technical delays
We give you clear next steps throughout the engagement without promising timelines we don’t control.
FAQ
Common Questions
Timing depends on organizational readiness, access, client responsiveness, and Google’s review process. We do not promise a fixed end-to-end approval timeline because Google controls its review and activation process.
No. Each phase is billed separately, and you are not charged for all three upfront.
Phase 2 begins after the Google Ad Grant has been activated and the account is ready for setup and launch. It is paid upfront as a one-time milestone.
Phase 3 billing begins exactly 30 days after Phase 2 is completed and your campaigns are verified live.
No. Google makes the final eligibility and activation decision. If Google declines the initial application due to minor policy issues, we complete the necessary remediation and re-submit at no extra cost until it is approved.
Yes. Existing accounts generally begin with an audit so we can determine whether the account needs management, corrective work, or a separately scoped rescue engagement.
Major website development or remediation is outside the standard $300 phases. We identify that work separately when it is necessary.
The account moves into Phase 3, where ongoing management focuses on optimization, compliance, measurement, reporting, and prioritized improvements.
Ready to begin?
Start With the Stage That Fits Your Organization.
New to the Google Ad Grant? Start with readiness and application support. Already have an account? Start with an audit and find out what it actually needs.